摘要：随着中国在国际地位上的日益提高，我们的日常生活越来越与国际挂钩，例如我们穿着的服饰，已经不再拘谨于我们自己的传统服饰，随之替代更多的是日韩风，欧美风的服饰。当换季时，大家总会关注今年流行元素是什么，爱美的女士们都会迫不及待在淘宝或是实体店买上自己心仪的衣服带回来。但是，与此同时，中山装，旗袍，唐装等中国传统服饰在日常街道上却难以看见，更别提有悠久历史的汉服。在近几年出现的改良汉服就是将传统国风元素融入到现代服饰款式当中去，既保存了原来的汉元素又避开了原本日常生活不便的不理因素。介于改良汉服本身的特殊性建议采用网络营销的模式，首先梳理从汉服的起源到汉服特征直至服饰理论。其次，用问卷调查的方式探究，了解到消费者普遍因为改良汉服的非日常性与不便性而减弱购买欲望。因此，之后文章将利用SWOT及4P分析深度地从不同方面探究存在的优缺点，从而整合，最后得出适宜地选择企业间合作可以降低成本，以及在色彩款式修改方面多贴合现代审美，通过不定期举办不同活动来扩大改良汉服的影响力，从而提高其在服饰市场的竞争力。希望可以在保存中国传统服饰之美的同时也让文化随着现代的进步可以一同传承下去。80886

毕业论文关键词： 汉服；营销模式；文化传承

A Study on the Inheritance and Marketing Model of the Hanfu Culture in the Internet Age

- A Case Study of the Improved Edition Han Elemental Costume

Abstract：With China's increasing international status, our daily lives are increasingly linked with the international。 For example, the clothes we wear are no longer cautious in our own traditional costumes, with the replacement of more Japanese and Korean wind, Europe and the United States wind clothing。 When the season changes, we are always concerned about what the popular elements of this year, the ladies who can not wait any more buy their favorite clothes in Taobao or the Physical store to bring them back to home。 However, at the same time, it is difficult to see tunic, cheongsam, Tang suit and other traditional Chinese clothing in the daily streets, not to mention he Han costumes of a long history。 In recent years, Improved Hanfu is such a cloth which assimilate the traditional elements of the country into the modern style of clothing, it is not only save the original elements of Han but also avoid the original inconvenience of daily life unreasonable factors。 In the light of the particularity of the improved Hanfu。 We  suggest to adopt the mode of network marketing。 First of all, hackling from the origin of Hanfu to Hanfu characteristics, until the clothing theory。 Secondly, by means of questionnaire survey, I find that consumers will generally reduce their purchasing desire because of the unusual and inconvenience of Improved Hanfu。 After that, the article will use SWOT and 4P analysis to explore the advantages and disadvantages from different aspects in depth。 Thus, it is concluded that the proper choice of inter firm cooperation can reduce costs, and use more modern aesthetic  in color and style changes。 Through holding different activities to expand the influence of improved Hanfu, thereby enhancing its competitiveness in the whole clothing market。 Hoping to preserve the beauty of traditional Chinese clothing, and inherit the culture with the modern progress as well。

Key words:  Hanfu;  marketing mode; cultural inheritance

目录

一、 绪论 1

（一） 研究的背景和意义 1

1、 研究的背景