深圳独立设计师品牌的现状调查与分析

Investigation and Analysis of Independent Designer Brands in Shenzhen

从深圳独立设计师角度,采用问卷调查法与深度访谈法,对深圳独立设计师品牌的基本信息、产品、销售渠道、财务、供应链、组织架构、发展“痛点”和未来定位进行调查。得出:深圳独立设计师品牌普遍创立时间短、规模小,销售渠道以批发为主,产品迎合市场,人才和资金需求得不到满足,供应链问题仍未解决。根据品牌现状和未来定位,对品牌自身、政府及相关部门、媒体和消费者4方面提出建议。

From the perspective of independent designers in Shenzhen,this paper investigated the basic information,products,sales channels,finance,supply chain,organizational structure,development"pain points"and future positioning of independent designers in Shenzhen by means of questionnaire and in-depth interview.It was concluded that Shenzhen independent designer brands were generally established in a short time and small scale.The sales channels were mainly wholesale.The products catered to the market,and the demand for talents and funds was not met.Besides the supply chain problems were still unsolved.According to the"pain point"of brand development and the future positioning,this paper puts forward suggestions for the brand itself,the government relevant departments,media and consumers.