---=----=---本科毕业论文(设计)题目：运动品牌卖场服装陈列研究学院：纺织服装学院专业：服装设计与工程姓名：王XX指导教师：张XX2011年5月31日运动品牌卖场服装陈列研究ResearchaboutClothingDisplayofSportsBrandStore运动品牌卖场服装陈列研究摘要在服装行业同质化的浪潮下，品牌的竞争焦点已再局限于产品的质量与价格。而作为“视觉营销”手段的卖场服装陈列的作用越发引起商家的注意。随着国民经济发展，运动服装受到了以年轻人为主体越来越多的人的喜爱。我国运动品牌市场总体实力不够，卖场陈列水平更显不足。本文在查阅了大量相关文献的基础上，从服装陈列的共性入手，介绍了服装陈列及运动品牌卖场陈列的概况和特点，分析了运动品牌卖场陈列的要素，论述运动品牌卖场陈列设计与管理的知识，并结合案例进一步分析，最后总结全文，希望能给运动品牌以及其他服装陈列带来借签意义。关键词：运动品牌服装陈列卖场陈列陈列设计ResearchaboutClothingDisplayofSportsBrandStoreABSTRACTUnderthewaveofhomogenizationintheapparelindustry,thefocusofbrandcompetitionhasbeennomoreconfinedtoproductqualityandtheprice.Asameansofvisualmerchandising,marketplaceclothingdisplayarousesmoreandmoremerchants’attentionsbyitseffect.Withthedevelopmentofnationaleconomy,moreandmoreyoungpeopleasthemainpartsofthegrouphavebecomefondofsportswear.Inourcountry,sports-brandmarketisnotstrongenough,andmarket-display’sskilllevelislow.Onthebasisofgoingthroughalargenumberofrelevantliterature,thewriterStartwritingthisarticlefromthecommonnessofclothingdisplay,firstlyintroducetheoverviewandfeaturesofcommonclothingdisplayandsportsbrandstore-display,thenanalysetheelementsofsportsbrandstore-display,elaboratetheknowledgeofsportsbrandstore-displaydesignandmanagement,combinesacasetomakeafurtherdescription，finallysummarisethefullarticle’scontent,hopethisarticlewillbehelpfultotheclothingdisplayofsports-brandandotherappareltoacertainextent.KEYWORD：SportsBrandClothingDisplayStoreDisplayDisplayDesign目录绪论......................................................................1第一章服装陈列概述.........................................................21.1服装陈列的概念和特性.................................................21.2服装陈列及运动品牌卖场陈列概况.......................................3第二章运动品牌卖场服装陈列的特征...........................................52.1卖场陈列类别.........................................................52.2商品-运动服装........................................................52.3品牌定位.............................................................52.4运动品牌卖场陈列总体特点.............................................6第三章品牌卖场服装陈列的要素...............................................73.1空间布局.............................................................73.1.1空间划分.......................................................73.1.2空间尺度与布局.................................................73.2材质.................................................................83.3展具.................................................................93.4色彩................................................................113.4.1色彩基本原理..................................................113.4.2陈列色彩基本构成..............................................123.4.3色彩设计要点...................................................123.5灯光照明............................................................123.6音乐与多媒体..............................................
