【作者】 孙菊剑；

【导师】 蒋智威；

【作者基本信息】 东华大学 ， 服装设计与工程， 2004， 硕士

【摘要】 本研究将服装营销置于气候这一特定平台上进行分析与探讨，在总结以往服装营销理论与实践相关成果的基础上，结合国内特定的气候背景，全面深入地对服装营销与气候学的交叉领域进行研究与探索，以期获得若干有价值、并能指导服装品牌公司未来发展的研究成果。 气候对于服装营销的影响体现在两个层面： 一、宏观层面。气候作为由各种气候因素经过长期作用而形成的综合平衡态，具有相对的稳定性。每个不同的气候特征区域都表现出不同的气候征态，这必然会对该地区的服装产品结构、服装消费行为、服装营销手段等产生重要影响； 二、微观层面。相对稳定的长期气候现象，同时又由具体的天气所组成。在微观上，每天的具体天气也同样影响着短期内的服装消费，天气的变化直接或间接地影响着服装营销的具体行为。 研究发现：尽管国內外服装营销理论的研究已经达到了一定的水准，但单纯就服装营销与气候之间的交叉研究仍然是空白。这虽然给本研究带来一定困难，却同时也赋予了这项研究的学科前沿、填补空白的理论和现实意义。 本研究率先将服装市场营销理论与国内复杂多样的气候背景紧密相连，从气候因素这一特定的视角，对目前国内服装市场营销理论进行探讨和完善；在定性分析的基础上，对服装企业具体的销售数据和当地、当时的具体天气状况进行定量的相关性分析，从而得到若干具有实际操作意义的结论；基于服务服装营销实务的考虑，本研究整理、罗列了大量丰富的与服装营销相关的气候资料以供参考。更多还原

【Abstract】 The paper mainly discussed some theories and practice of apparel marketing related with climate.Summarized present experience of domestic apparel companies, the paper comprehensively and thoroughly discussed the cross realm of climate science and apparel marketing science. All of this was under domestic complex climate environment. Through the research, we acquired some valuable production for apparel brands’ future development.In fact, climate has two effects upon apparel marketing.Firstly, as a relative steady state, every area has it own climate character. The character must affect the apparel marketing structure such as production structure, consuming behavior, selling mode in the area. Secondly, climate was composed of idiographic weather. The idiographic weather also straightly or indirectly affects autochthonic selling actions.During the research, I found the research between the two sciences is almost blank although present research of apparel marketing has reached a very high level. It brings my research many difficulties; on the other hand, it’s an opportunity to fill up the theory blank.The research takes the lead in combining the domestic apparel marketing theory and domestic climate environment. From the particular angle of view, the paper not only qualitatively but also quantificational analyzed the apparel sell data related with climate. Furthermore, the paper also offered a great deal of valuable climate material for domestic apparel companies and researchers.Sun jujian (Fashion Design and Engineering) Supervised by vice professor Jiang zhiwei更多还原