中國大陸自1979年以來,經濟改革開放已三十年,近年每年維持10%左右的驚人速度在成長(遠見雜誌,214期)。根據紡拓會調查顯示,從2001年起,中國大陸高價內衣市場在不斷擴展下,就女性內衣經營者而言,所面臨消費市場衝擊中,自我定位與品牌經營及面臨價格戰的競爭之下,有必要根據市場反應了解企業品牌經營時面臨的難題,進一步為未來品牌重新定位並轉換為國際化的設計元素。 本專案為「歐迪芬國際集團」進行頂級精品品牌企劃,從品牌策略、品牌定位、品牌命名、品牌識別和空間形象規劃設計等流程,分析出新的品牌―「伊夏內衣精品品牌」其品牌識別整體流程和相關設計元素。 本研究專案之設計企劃以客戶需求、市場考量和未來國際趨勢為思考點,經由與訪談客戶及市場調查後,提出具體的品牌設計策略,並執行此品牌形象專案。內文除了分析女性消費者心理因素和闡述中國內衣產業的發展外,並勾勒出未來的品牌趨勢,探討如何建立品牌形象並行銷品牌,以「伊夏內衣精品品牌」策劃、建立和執行過程,希望未來提供給企業者經營品牌之參考。
Since 1979, China economic has already revaluated for thirty years, and growth rate up to 10% each year.(GV magazine, No.214) Recording to the Taiwan Textile Federation, the marketing of women’s underwear are continue to expand. We all need to face the problem of how to manage the brand and competitive price. Now, we need to know what an enterprise’s trouble is. In the future, the brand will be re-position and transfer to internationalization. This article is planning for “Ordifen International Group”, and we participate all brand identity, brand strategy, brand design, and space planning, etc. Finally, we analyze new brand strategy about “ilsee brand” and design elements. This project is combined by the requirement of client, the thinking of marketing, and the trend of world design. In the article, we analyze the psychology of women and the property of women’s underwear. The researcher participates all the “ilsee brand ”process for a long time. Furthermore, there will be a feasible plan being suggested for future followers.