浅析服装符号学在服装品牌传播上的应用

论文编号:FZ011   论文字数:9347.页数:16

 摘要：服装是一种有意味的语言，服装符号所代替的实际意义是和人休戚相关的，并且服装符号所体现的功能性很强大，它作为一种最常用的消费品,其御寒、蔽体的功能正在被逐渐弱化,取而代之的是张扬个性,突显着装者文化品位、价值取向和审美情趣的功能,甚至已经成为区分不同层次人群的标志。品牌作为服装系统中一个比较鲜明而又直观的形象，承载着经营者想要提供给消费者想要表达的一切。本文在理解什么是服装符号的基础上，针对当前服装品牌创建和传播过程存在的现状，分析运用服装符号进行服装品牌有效传播，重点是从能作为服装符号的各项去分析其如何做到了品牌的有效传播。
 关键词：服装符号;服装品牌;品牌传播;形象;涵义;识别

Shallow Analysis on the Application of Clothing Symbols in the Clothing Brand Spread
Abstract: Clothing is a language with meaning. The Clothing symbols, which replaced the practical significance, are closely bound up with human solidarity. Forthmore, the function of Clothing symbols that represented in it is very powerful, and as the most commonly used consumer goods, it’s function of keeping warm, covering up bodies has being weakened gradually but replaced by the function of stinking character of personality, showing the Grade of Culture, value orientation and a love of aesthetics,it even has been the sign of the people of different status.Brand,as a brighe and intuitive image,it has contained everything that manger want to provide to consumers.This paper is on the basic of andstanding Clothing symbols,and aiming at the status quo of having the new brand and later spreading ,and then analyzing and using  Clothing symbols to spread Clothing Brand efficiently, with a focus on each article that can be used as a symbol to analyze how it can achieve  spreading the brand effectively.
 Key words: Clothing symbols; Clothing brand; Brand spread; Image; Meaning; Recognition

目  录
摘  要
Abstract
前言 (5)
一、服装符号解读 (5)
 （一）什么是服装符号 (5)
 1.符号的定义 (5)
 2.服装领域的符号现象 (6)
 （二）服装符号的表现和特点 (6)
二、运用服装符号传播服装品牌 (6)
 （一）服装符号与服装品牌的联系 (6)
 1.服装品牌的符号化现象 (6)
 2.服装品牌构建的符号元素 (7)
 （二）服装品牌形象构建的意义 (7)
 1.国内服装品牌现状 (7)
 2.构建服装品牌的意义 (8)
 （三）服装品牌外在形象的传播 (8)
 1.外在形象的构建 (8)
 （1）服装品牌标志（在产品上的应用） (8)
 （2）服装产品形象 (9)
 （3）店铺形象 (10)
 2.外在形象的宣传（明星代言现象） (10)
 （四）品牌内在形象的传播 (11)
 1.品牌理念的体现 (11)
 2.企业文化内涵的传播 (11)
 （五）案例分析——DUNNU女装品牌 (11)
三、运用服装符号传播服装品牌的影响及其意义 (15)
 （一）服装品牌影响力认知 (15)
 （二）符号化品牌传播实践意义 (15)
四、结束语 (15)
致谢 (15)
参考文献 (16)
附录 (17)

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