服装专业——毕业论文（毕业设计）基于消费者心理特点的服装卖场环境设计.doc

摘要服装卖场是服装企业、销售部门及个人按照一定的功能和目的，利用展示空间、道具，有序地安排和陈列服装服饰，借助装饰、照明、音响等手段，营造出的商业空间环境，通过所创造的展示空间环境，有计划、有目的地将服装服饰展现给顾客，并力求对顾客心理、思想与行为产生相应的影响，最终说服消费者而完成购买行为的场所。在服装销售中，越来越多的服装品牌开始通过服装卖场来树立品牌。今天的服装卖场已经不仅仅是服装服饰销售的场所，更是一个展示品牌个性与特色，使消费者在浏览与购买服装服饰的同时更能深感美的享受和愉悦的精神体验场所。服装卖场现已名副其实地成为服装企业和服装品牌的标志。本文主要从服装卖场的设计陈列规划方式的角度和消费者购物心理的角度，通过对品牌服装市场的调查研究，来分析品牌服装卖场设计与陈列对品牌服装的销售所带来的巨大影响。从而总结出服装卖场设计与陈列所应遵循的一些原则和在进行不断的变更过程中的一些侧重点，获得对服装卖场设计与陈列有用的启示。关键词：服装卖场；心理学；陈列；服装销售；消费者Abstract Clothing market is a place which is purpose-built by a clothing enterprise, sales department. It makes a business environment which can present clothes to customers premeditatedly by displaying clothes in order with space, tools, decorate light and music etc. It affects customers’ mind and activity to persuade customers to buy clothes. In fashion sales, more and more cloth brands set up their brands by cloth market. Nowadays cloth market is not only a market which presents brand features but also a spiritual experiencing place to customers by scanning and buying clothes happily. Cloth market actually becomes one of a cloth enterprise and brand’s business cards.This paper mainly analyzes the big effect to the sales of brand clothes from brand clothes market design and display from a perspective of manners of display and psychology of customer by the research to brand clothes market. To summarize the principle of clothes market design and display and the emphasis of updating and get the enlightenment to clothes market design and display.Key words: Clothing monopoly store; Psychology; Display; Clothing sales; Consumer目 录摘 要Abstract第一章引言………………………………………………………………………………11．1研究意义…………………………………………………………………………11．2研究现状…………………………………………………………………………11．3总体研究思路……………………………………………………………………2第二章构建服装卖场环境的因素……………………………………………………32．1色彩 ……………………………………………………………………………32.1.1色彩的冷暖…………………………………………………………………32.1.2色彩的含义…………………………………………………………………32.1.3色彩的组合…………………………………………………………………42.1.4卖场色彩与卖场形状………………………………………………………42.1.5卖场色彩与服装定位………………………………………………………2．2 灯光