摘要随着经济发展，人们的生活水平也有了很大的提高，消费水平从简单的维持生存到逐渐要求满足于视觉、情感的体验，不仅仅局限于国内品牌，更多的追求世界一流品牌，对品牌的要求也越来越高，供不应求。而将视角放入到特装展台中，耐克，作为一家运动服装、器械大有名气的品牌，竞争影响来看，展台的气氛会影响参观者的心情和逗留的积极性以及对耐克这个品牌根深蒂固的传统型有没有一些更与众不同的印象。所以特装展台的陈列设计在整个展台中就显得非常重要！80864

目前世界一些比较著名的大品牌，越来越在意品牌形象所带来的深远影响，而展示陈列设计可以帮助这些品牌完成他们的目的。这推动了陈列师行业的发展，但显然对陈列的研究是无止境的，很多陈列实例还是过于偏向不够全面。为了从根本的角度了解陈列的意义、吸引更多参观者去关注品牌在陈列设计上的良苦用心，因此我选择了大部分人会忽略的特装展台的潜力股——陈列设计作为研究对象，因此我通过对耐克在上海各大商场专卖店的实地考察和网络对耐克这个品牌的更加鲜明的理解，对陈列设计进行了更为全面的延伸和更加细致的研究。并通过此次借助耐克这个品牌展台陈列设计考虑全面方向的讨论，得出品牌陈列对品牌本质上的帮助以及好的陈列对品牌营销的影响。

毕业论文关键字：  陈列设计 细致全面 营销 影响 

ABSTRACT  Along with economic development, people's living standards have greatly improved, the level of consumption from the simple to survive to gradually meet the requirements in the visual, emotional experience, not just confined to the domestic brands, more the pursuit of world-class brands, more and more is also high to the requirement of the brand, in short supply。 consumer demand is becoming more and more detailed and comprehensive to the requirement of different products, for art and life environment is also put forward more specific and detailed requirements。 And keep perspective into the special booth, Nike, as a sports clothing, equipment is famous brand, in the competition, the atmosphere of the booth will affect the enthusiasm of visitors mood and stay as well as to the Nike brand deep-rooted traditional have some of the more unusual impression。 So the display design of the special display booth is very important in the whole booth! 

   The world some of the more famous brands, more and more care about far-reaching influence brought by the brand image, and display display design can help the brand to complete their purpose。 it promoted the development of the industry display pision, but obviously the study of display is endless, many display instance or too biased not comprehensive enough。 To understand the display from the Angle of the fundamental, to attract more visitors to pay attention to the significance of the idea behind the brand on display design, so I chose the most people will ignore the potential of special decoration booth shares - display design as the research object, so I through the Nike's major shopping stores in Shanghai field and network more distinct understanding of the Nike brand, display design for the extension of a more comprehensive and more detailed studies。 And through this with the aid of the Nike brand exhibition display design considering the direction of the comprehensive discussion, it is concluded that the brand display of brand essence help and good display effect on brand marketing。 

KEY WORDS：display meticulous and overall collocation marketing influence

目  录

毕业设计（论文） I

目  录 II

摘 要