摘要
介绍了针织T恤衫发展演变的历史,总结了近年来针织T恤衫设计与生产的总体状况,归纳了现代T恤衫设计的文化色彩,分析了T恤衫文化价值提升的研发思路,提出了拓展针织T恤衫消费市场的建议。针对针织T恤衫市场拓展的建议主要有5个方面:促进基础产品标准化生产、加大终端产品差异化创新、激励个性化消费、推进组织机构市场消费、重视营销模式的创新。最后指出:强化供应链上企业间的分工与协作,调整从产品营销到文化营销的思路转变,提升快速应对市场变化的能力是针织T恤衫发展的必由之路。
This paper introduces developing process of knitted Tshirt, and summarizes overall conditions about Tshirt design and production in recently years ,and induces cultured taste of modem Tshirt design, and analyses the exploitation lines of its culture value, and puts forward some proposals about market development. The five pro posals about market development are ：to promote standardized production of basic products ,increase differentiated de sign of end product,stimulate individual consumption,promote organized market consumption, pay attention to inno vation of marketing modes. It points out that enterprisers must share out the work and cooperate with one another in order to strengthen elastic supply line, change thinking from product marketing to culture marketing, and en hance the ability of following the fast market alteration.
出处
《针织工业》
北大核心
2013年第12期75-78,共4页
Knitting Industries
关键词
针织T恤衫
面料研发
设计主题
文化品位
市场拓展
Knitted T-shirt
Fabric Exploitation
Design Theme
Cultured Taste
Market Development
