浅析回力鞋的时尚思考 毕业论文.doc

the emergence of leading the trend.  However, with the planned economy era, the improvement of living standards in the past, Chinas reform and opening up has brought a lot of the same type of foreign brands, they are a variety of styles and exquisite workmanship has attracted peoples attention, Warrior shoes sank unchanged style no longer meet the needs of consumers and thus was the indifference of consumers.  In recent years, with the Warrior shoes do not intend to be found in European and American markets, the name of fashion back to the peoples line of sight, and the brightest stars competing to lead out wearing an Warrior retro. Warrior shoes, fashion in the name of re-received by consumers  Warrior itself does not change back to the ups and downs and its ability to adapt to consumer demand is closely linked to for an idea to think about the same issue, the value of which might have been found out.  Key words: consumer, fashion, brand  目 录 中文摘要 ……………………………………………………………………………2 Abstract ……………………………………………………………………………3 1.简述回力鞋 ……………………………………………………………………1 1.1时尚的回力鞋……………………………………………………………………1 1.2.回力鞋的历史……………………………………………………………………1 1.3 回力鞋的现状……………………………………………………………………2 2.回力鞋现象的思考 ………………………………………………………………2 3. 《以时尚之名》的装置设计……………………………………………………3 3.1装置的概念 ……………………………………………………………………3 3.2装置的设计………………………………………………………………………3 3.3装置的意义………………………………………………………………………4 4. 总结………………………………………………………………………………4 参考文献 ……………………………………………………………………………5 致谢…………………………………………………………………………………6 引 言 一般而言，如果品牌开始淡出消费者的视线，在很大程度上表明的这一品牌已经不能很好的满足消费者的需求。而中国绝大多数老字号品牌的消亡也正源于该品牌不能很好的满足目标消费人群的需求。因此，解决这一问题的关键就是重新定位该品牌，使其满足其目标消费者的需要。 1.时尚的回力鞋 1.1 时尚的回力鞋 每一代人都有着属于自己的时尚符号。对于大部分，小时候能拥有一双回力鞋是一件特别风光的事情。1934年又将名字改为正泰信记橡胶厂。当时的产品是胶质套鞋。后来胶鞋市场开始分化，套鞋逐渐遭市场冷落，取代它的是全胶雨鞋，布面胶鞋也开始在大城市中流行。当时正泰信仪橡胶厂的股东刘永康发现出了市场需求，决定开发生产布面鞋，以求在商场竞争中脱颖而出。于是“回力”花大力气专门从清华大学聘请了薛铭三来厂。薛铭三到厂后办了两件大事，其一是就是创立“回力”品牌的商标，其二是让胶鞋型成流水线作业。时至今日时间的磨练让它成为了一个实实在在的老品牌。有着将近八十年历史的“回力”商标的问世就是在现在看来也是十分重视市场反应和十分利用传播媒介的。当年的国内著名报刊就刊登了由正泰信仪橡胶厂发布的“回力”球鞋征求改名的广告，