| With the development of market-oriented economy and entry of WTO, allocating human resources through market is an inexorable trend. With the increase in individuality of demand of apparel consumers and the shortening of apparel's popularity-life cycle, a higher requirement must be asked to the adaptability of the employed in apparel industry. It is a top priority task for apparel education that higher fashion institutes could bring up new talents for apparel industry. Those talents must not only have the marketing theory and engineering knowledge, but also have the apparel professional expertise with a high quality in art design. The opening of the major of fashion marketing is an active response symbol, which shows that China apparel educational circles are adapting positively to the change of the talent requirement pattern of global industry circles.Because the fashion marketing major is a new subject to China fashion higher educational circles, how to come out this new major with its own character, how to strengthen the research theoretically, how to structure scientific and reasonable higher educational and teaching models and curriculum system for fashion marketing major in line with domestic cultural background are all key tasks.The methodologies used in this thesis are: documentation, case study, survey, and interview. The following areas have been studied and some valuable conclusions have been drawn, which can be referred in future study.· By studying the Chinese and overseas educational history in fashion marketing, it proves the feasibility and necessity of opening of this major;it also states that this is an inexorable trend for the development of apparel higher education.· By analyzing teaching modes of higher education and curriculum system theoretically, it provides a theoretical base for the boundary of teaching modes and curriculum systems and case study for fashion marketing major.· By analyzing carefully and comparing the teaching modes and curriculum systems among FIT, MMU, IED, BFC, and Donghua University, it provides specific case examples for how to conceive the teaching modes and curriculum systems for fashion marketing majorwhich can conform to Chinese national situations and cultural backgrounds.? By doing the survey to nine apparel specialists, 145 student in apparel major, 31 graduates, and by interviewing six senior management team members, it proves the necessity and feasibility of opening this new major;it differentiates the fashion marketing and general marketing;in the mean time it summarizes an aim requirements for the curriculum system of fashion marketing.? Based on the above research platform, taking the principle of curriculum provisions as rationale, according to scientific characteristics, industry features, education aims, talent requirements, optimization of curriculum system, this thesis attempts to construct four modes for fashion marketing: liberal education mode, basic mode, fashion marketing practicality mode, practice mode;Based on the structure and type of teaching modes, according to people-oriented ideas, this thesis conceives out the teaching modes of higher education in the major of fashion marketing. This teaching mode has a character of staggered form, procedure-type, and open-mind. The purpose of this teaching mode is to bring up new talents with comprehensive, applied, and creative characters.The results of this thesis will be verified by my future teaching activities and those of other teachers in apparel. Meanwhile, itcontinues to explore the construction and development of fashion marketing in China higher fashion institutes.Zhang Qiaoling (Fashion Design and Engineering) Supervised by Vice- Prof.Wan Yanming... |
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