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时尚驱动：服装产品开发与运营

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《时尚驱动：服装产品开发与运营》围绕纺织服装产品产业开发与运营管理特点来构建，论述结合服装企业的具体运作展开，体现服装产品开发的特有规律；探讨了服装产品开发与运营中最新课题，反映学科最新动态；分析总结国内外企业的实务案例，维持了理论与实务的平衡；全面系统阐释了服装产品开发的理论方法和模式，具有较强的理论性和可操作性。
Content Description

《时尚驱动：服装产品开发与运营》围绕纺织服装产品产业开发与运营管理特点构建，结合服装企业的具体运作展开论述，体现服装产品开发的特有规律；探讨了服装产品开发与运营中最新课题，反映学科最新动态；分析总结国内外企业的实务案例，使理论与实务的内容保持平衡；全面系统阐释了服装产品开发的理论方法和模式，具有较强的理论性和可操作性。
《时尚驱动：服装产品开发与运营》适合服装业内人士，包括大专院校专业师生、服装企业管理人员阅读参考。
Author Description

朱光好，男，汉族，北京服装学院党委副书记，教授。
出版著作多部：
1.《服装生产经营管理》，中国纺织出版社，1997年4月，参编，第四届全国优秀纺织图书三等奖；
2.《服装营销实务与案例分析》，中国纺织出版社，2000年4月，副主编；
3.《北京市高等教育改革探索》，中国矿业大学出版社，2002年6月，副主编。
发表论文
1．《纺织服装企业如何提高企业核心竞争力》，《中国纺织》（核心期刊），2003年第8—9期；
2．《整合营销传播在服装品牌管理中的应用》，《纺织导报》，2003年第5期；
3．《我国皮革服装企业现状及发展趋势分析》，《中国纺织经济》，1999年第9期。
Catalogue

第一章 服装产品开发概述
第一节 服装产品的范畴
第二节 服装产品开发的战略作用
第三节 时尚重要性
第四节 时尚驱动的服装产品开发
第五节 服装产品开发产业链协作机制

第二章 服装时尚的运动
第一节 流行周期
第二节 流行的预测
第三节 流行的传播
第四节 流行报告

第三章 服装面料的开发管理
第一节 时尚对服装面料开发的影响
第二节 服装面料的开发流程及内容
第三节 服装面料的开发方式
第四节 服装面料产业
第五节 中国服装面料品牌

第四章 服装产品开发与定位战略
第一节 市场调研
第二节 产品定位
第三节 市场预测

第五章 服装产品开发流程管理
第一节 以企划为主导的服装产品开发
第二节 以设计师为主导的服装产品开发
第三节 以买手主导的服装产品开发

第六章 服装设计规划
第一节 服装设计主题
第二节 服装款式设计
第三节 服装色彩设计
第四节 服装面料设计

第七章 服装生产管理
第一节 原材料采购
第二节 服装生产计划的设计与控制
第三节 服装生产过程的组织与管理

第八章 服装销售管理
第一节 服装零售业态
第二节 服装销售渠道选择
第三节 服装商品投放计划
第四节 服装销售促进
第五节 服装店铺设计
Book Abstract

《时尚驱动：服装产品开发与运营》：
二、中国服装面料的产业集群
（一）产业集群的作用及我国服装面料产业集群的形成
产业集群的优势在于相关企业和资源的集中与相互作用，在产业集群里生产要素可以得到最优化的配置，这必然会提升产业集群的竞争力。经过多年的发展，中国纺织服装产业集群已成为推动纺织服装行业可持续发展的坚实基础。产业集群因为集聚了信息资源、服务资源和行政资源，可以在资源配置上给予优化，保证了企业问的相互依存，合理竞争，从而保证了产业的可持续发展。
我国纺织面料产业集群的发展经历了计划经济时期，政府计划经济指导下的产业建立初期，又经历了改革开放后的快速发展时期，各地的纺织面料产业集群初见雏形。20世纪末，在市场经济资源调配下，中国的纺织面料产业集群已经成长壮大，集群中的产品特色突出，规模效益日益明显，产业与市场互动，使纺织面料产业集群地区逐步成为中国纺织服装产业的重要基础，成为纺织服装产品的主要生产地。今天，产业集群已成为保持中国纺织服装产业在国际竞争优势中的有力支撑。未来产业集群内部的资源共用会更加深入，强强联手，政企互动，多种资源加快整合，将会更大程度地提升纺织服装产业集群的竞争力。只要保住纺织服装产业集群的发展优势，我国纺织服装产业的国际竞争优势就不可动摇。
（二）目前我国服装面料产业集群的发展现状
1.西服面料加工企业
西服面料的产业集群已形成江苏、山东、浙江几大主要区域，如江苏区域的江苏阳光集团、江苏丹毛纺织股份有限公司、江苏申州毛纺有限公司、江苏鹿港科技股份有限公司、无锡协新毛纺织有限公司、常州三毛纺织集团有限公司、澳洋集团有限公司、华芳集团毛纺织染有限公司等；山东区域的山东南山纺织服饰有限公司、山东如意科技集团等；浙江区域浙江三德纺织服饰有限公司、宁波雅戈尔毛纺织染整有限公司等；此外还有甘肃兰州三毛实业股份有限公司、湖北迈亚股份有限公司、北京清河三羊毛纺织集团有限公司等零星分布的企业。
……
Introduction

服装综合了一个人的自我表现、情绪和身份的各方面因素，它反映并扩张了文化和社会的边界线，把美学、技术和商业融合为一体，使服装产业成为令人兴奋、充满活力和创造力的产业。同时，当今世界消费呈现美学泛化特征，现代人越来越多的活动领域已被时尚征服，时尚几乎成为现代人的“第二本性”。如何满足受时尚所驱动的服装消费，是服装企业的运作与管理面临的全新命题。
时尚起源于服装，也是服装产品附加值的主要来源，因此服装产品开发是企业的核心环节。目前，国内多数服装设计缺乏市场吸引力，对时尚把握能力低，是制约服装企业竞争力提升的关键因素。所以，服装产品开发必须发挥时尚的驱动作用，重视流行信息传递，加强始于新面料开发的服装设计规划，贯通产业链上下游合作。
在“创新与融合”语境下，对时尚驱动服装产品开发与运营的战略思考，具有重要的理论意义和实践价值。2014年11月，北京服装学院主导设计的APEC领导人服装赢得国内外社会各界广泛赞誉，该设计可谓传统与现代、科技与时尚的完美融合。对于当下的时尚策源与发动有深刻启示：中国的时尚欲寻求世界范围的话语权，时尚设计必将一方面从优秀的传统服饰文化汲取营养，实现传统服饰文化在当下生活的融合；另一方面，从现代科技进步中寻找灵感，以科技的方式展现时尚的内涵。
本书由朱光好任主编，赵洪珊、李晓慧任副主编，是北京市教委科技创新平台项目“纺织服装产品开发的时尚管理”的研究成果。本书以服装产品开发流程为主线，涵盖从流行研究到服装产品销售各个方面，全书共八章内容，分别为服装产品开发概论、服装时尚的运动、服装面料的开发管理、服装产品开发与定位战略、服装产品开发流程管理、服装设计规划、服装生产管理、服装销售管理。
全书围绕服装产品开发特点来构建，以时尚管理为中心元素，以国内外服装企业企划实践为素材，融合服装产品开发、设计管理、通用管理学与营销学的基础理论，论述了服装产品开发的特有规律；分析总结国内外服装开发管理的实务案例，维持了理论与实务的平衡；全面系统阐释了服装产品开发的理论方法和模式，具有较强的理论性和可操作性。
作者在撰写过程中查阅了大量国内外有关书籍和相关资料，并引用了其中一些有价值的论点和实例，在此特予说明，并致以诚挚的谢意。衷心感谢中国纺织出版社的精心策划与热心支持，使本书不断完善。作者水平有限，有不当之处，敬请读者指正。

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