刘欣悦 宋莹

摘要： 为了满足消费者着装个性化需求，提高服装企业市场竞争力，文章以中国传统服饰旗袍为研究对象，以模块为基本定制单元，首先对旗袍款式的构成要素进行归纳与分析，在此基础上对旗袍构成要素进行模块划分，并利用编码原则对旗袍款式模块进行分类和编码，创建合理的模块编码配置准则;以该准则为依据设计模块化的旗袍在线个性定制流程，并通过市场实际应用对该模块化个性定制流程的合理性与有效性进行验证。验证结果表明，以模块为设计单元的旗袍在线个性定制流程在消费者满意度及服装定制效果上均得到较大改善，且操作简单，流程便捷，因此在其他服装种类上也具有较高的适用性。

关键词： 模块编码;旗袍;个性定制;配置准则;服装生产;个性需求;服装营销

中图分类号： TS941.26

文献标志码： A

Abstract： In order to meet the personalized needs of consumers and improve the market competitiveness of clothing enterprises， this paper takes the traditional Chinese costume-cheongsam as the research object， and takes modules as the basic customization unit. First of all， the constituent elements of cheongsam are summarized and analyzed. On this basis， constituent elements of cheongsam are divided into modules， and the modules of cheongsam are classified and coded by using coding principles， a reasonable configuration criteria for module codes is established， a modular online customization process is designed based on the criteria， and the rationality and effectiveness of this modular customization process is verified through the practical application in the market. The verification results show that the proposed online customization process with module as the design unit has greatly improved consumer satisfaction and customization effect of garments. The operation is simple and the process is convenient， so it has high applicability in other types of clothing.

Key words： module code; cheongsam; customization; configuration criteria; garment production; personalized needs; clothing marketing

随着互联网技术的高速发展和人们着装个性化的强烈需求，服装的生产和设计也从传统的设计与排浪式销售模式逐步转化为可供个人选择的个性化定制方向发展[1]。针对这一行业发展趋势，刘静[2]通过分析服装商品生命周期、产品滞销的情况和互联网技术的发展现状，总结出互联网与个性化服装定制相结合的必要性。李佳等[3]通过分析网络与传统销售模式的区别，指出网络化个性定制服装是服装营销策略的新趋势，并在此基础上总结出服装个性化定制与网络零售模式结合的有效措施。……