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V
ABSTRACT
The thesis topic "Research and application of 3D simulation technology to
reposition the brand of the garment industry" is carried out through qualitative and
quantitative research forms. Research and apply 3D simulation technology to create
underwear products on the 3D Clo software, thereby analyzing the data collected
through a survey in Ho Chi Minh City and an online survey. The topic assesses
customer satisfaction through 3D simulated product quality factors, actual product
quality, product design, brand value, thereby proposing solutions to improve
customer satisfaction. Brand positioning for small lingerie brands in Vietnam.
The main body of the thesis consists of 5 chapters:
The first chapter is an overview chapter of the research including the current
situation of the garment and fashion industry, a number of domestic and foreign
studies related to the topic, the reason for forming the topic, the object, and the scope
of the research. research, research methods.
The second chapter is the chapter on a theoretical basis, the author introduced
3D simulation technology, brand, and brand positioning.
The third chapter is about experimental design, material selection, product
simulation on 3D, technical preparation and actual product implementation,
comparison of 3D simulated products and actual products.
The fourth chapter is the chapter that introduces the research method,
introduces the research process, builds the scale, the survey sampling method, and
the data processing method.
The last chapter presents the research results, from which solutions and
conclusions are made. The author adopts the brand value in the garment industry to
provide a brand positioning solution and measure the impact of 3D simulation
technology in brand reposition.
VI
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+uQK6ѫÿӗTXiWUuQKÿӏQKYӏWKѭѫQJKLӋX ......................................................... 30
Hình 2.3 Mô hình TRA ............................................................................................. 38
+uQK0{KuQKOêWKX\ӃWGӵDWUrQOêWKX\ӃWVX\OXұQKjQKYL ............................. 45
+uQK0{KuQKFiF\ӃXWӕҧQKKѭӣQJÿӃQVӵKjLOzQJNKiFKKjQJ ...................... 47
+uQK4X\WUuQKÿѭDUDJLҧLSKiSÿӏQKYӏWKѭѫQJKLӋX ......................................... 47
+uQK%ҧQWKҧRPүXWKLӃWNӃÿӗOyW ................................................................... 52
+uQK%ҧQWKҧRPүXWKLӃWNӃÿҫPQJӫ ............................................................... 53
Hình 3.3 %ӝUұS'PүXÿҫPQJӫWUrQQӅQWҧQJSKҫQPӅP'&OR .................... 53
+uQK%ӝUұS'PүXÿҫXQJӫWUrQQӅQWҧQJSKҫQPӅP'&OR ..................... 54
+uQK%ӝUұS'PүXÿҫPQJӫWUrQQӅQWҧQJSKҫQPӅP'&OR .................... 54
+uQK%ӝUұS'PүXÿҫPQJӫWUrQQӅQWҧQJSKҫQPӅP'&OR .................... 55
+uQK%ӝGөQJ FөÿRYҧLFӫD'&OR ................................................................... 57
+uQK+uQKҧQKFiFGөQJFөÿRYҧL ...................................................................... 57
+uQK%ҧQJWK{QJVӕWKXÿѭӧFVDXNKLÿRYҧLVDWLQ ............................................. 58
+uQK+uQKҧQKP{SKӓQJ'PүXÿӗOyWVӕ .................................................. 59
+uQK+uQKҧQKP{SKӓQJ'PүXÿӗOyWVӕ .................................................. 60
+uQK+uQKҧQKP{SKӓQJ'PүXÿӗOyWVӕ .................................................. 60
+uQK+uQKҧQKP{SKӓQJ'PүXÿӗOyWVӕ .................................................. 61
Hình 3.14 +uQKҧQKP{SKӓQJ'PүXÿӗOyWVӕ .................................................. 61
+uQK+uQKҧQKP{SKӓQJ'PүXÿҫPQJӫVӕ ............................................ 62
+uQK+uQKҧQKP{SKӓQJ'PүXÿҫPQJӫVӕ ............................................. 62
+uQK+uQKҧQKP{SKӓQJ'PүXÿҫPQJӫVӕ ............................................. 63
+uQK+uQKҧQKP{SKӓQJ'PүXÿҫPQJӫVӕ ............................................. 63
+uQK+uQKҧQKVҧQSKҭPWKӵFWӃFӫDPүXÿҫPQJӫVӕ .................................. 64
+uQK+uQKҧQKVҧQSKҭPWKӵFWӃFӫDPүXÿҫPQJӫVӕ .................................. 64
Hình 3.21 +uQKҧQKVҧQSKҭPWKӵFWӃFӫDPүXÿҫPQJӫVӕ .................................. 64
XII
+uQK+uQKҧQKVҧQSKҭPWKӵFWӃFӫDPүXÿҫPQJӫVӕ .................................. 65
+uQK4X\WUuQKWKӵFKLӋQQJKLrQFӭX ................................................................. 66
+uQK%LӇXÿӗ+LVWRJUDP ..................................................................................... 87
+uQK%LӇXÿӗ1RUPDO3-P Plot ............................................................................ 88
+uQK%LӇXÿӗSKkQWiQ6FDWWHUSORW ...................................................................... 88
+uQK/RJRWKѭѫQJKLӋX5HOD[ ............................................................................. 90
XIII
'$1+0Ө&%Ҧ1*
%ҧQJ%ҧQJVRViQKWKѭѫQJKLӋXYjQKmQKLӋX ................................................... 19
%ҧQJ&iF\ӃXWӕSKҧQÿӕLYjiSGөQJÿәLPӟL ................................................... 42
%ҧQJ7KDQJÿR³&KҩWOѭӧQJVҧQSKҭPP{SKӓQJ'´ ...................................... 67
%ҧQJ7KDQJÿR³&KҩWOѭӧQJVҧQSKҭPWKӵFWӃ´ ................................................. 68
%ҧQJ7KDQJÿR³0үXPmVҧQSKҭP´ ................................................................. 68
%ҧQJ7KDQJÿR³7KѭѫQJKLӋX´ ........................................................................... 69
%ҧQJ7KDQJÿR³6ӵKjLOzQJNKiFKKjQJ´ .......................................................... 69
%ҧQJ%ҧQJWKӕQJNrP{WҧPүX .......................................................................... 76
%ҧQJ3KkQWtFKÿӝWLQFұ\FiFWKDQJÿR .............................................................. 78
%ҧQJ %ҧQJNӃWTXҧSKkQWtFK()$FӫDFiFELӃQÿӝFOұS .................................... 81
%ҧQJ%ҧQJNӃWTXҧSKkQWtFKQKkQWӕ()$ELӃQSKөWKXӝF ................................ 83
%ҧQJ%ҧQJPmKyDELӃQ ...................................................................................... 84
%ҧQJ%ҧQJWyPWҳWP{KuQKKӗLTX\ ................................................................... 84
%ҧQJ %ҧQJNӃWTXҧSKkQWtFK$129$WURQJKӗLTX\ ........................................ 85
%ҧQJ%ҧQJWUӑQJVӕKӗLTX\ ................................................................................ 85
%ҧQJ0{KuQK6:27FӫD5HOD[ ........................................................................ 91
XIV
&+ѬѪ1* *,Ӟ,7+,ӊ87Ә1*48$1
1.1.
Thӵc trҥng ngành may mһc thӡi trang ViӋt Nam
1KuQOҥLQăPQJjQKGӋWPD\OjPӝWWURQJQKӳQJQJjQKFKӏXҧQKKѭӣQJ
OӟQGRÿҥLGӏFK&RYLG-*LiWUӏ[XҩWNKҭXGӋWPD\QăPÿҥWWӹ86'WURQJ
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ѭӟFWtQKÿҥWWӹ86'JLҧPVRYӟLQăP[1].
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Qj\ NKLӃQ QKLӅX GRDQK QJKLӋS Fy NKҧ QăQJ Eӏ PҩW WKDQK WRiQ GR YӕQ WӗQ ÿӑQJ ӣ
QJX\rQSKөOLӋXYjWKjQKSKҭPQKѭQJGRDQKQJKLӋSYүQSKҧLWUҧOѭѫQJFKRQJѭӡL
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9LӋW1DPÿӅXFyTX\P{YӯDYjQKӓGѭӟLODRÿӝQJFKӫ\ӃXQKұQÿѫQKjQJ
thông qua các công ty trung gian mà không làm viӋFWUӵFWLӃSYӟLNKiFKKjQJĈӕL
YӟLFiFGRDQKQJKLӋSFyTX\P{OӟQKѫQWUrQODRÿӝQJÿm[k\GӵQJÿѭӧF
TXDQKӋÿӕLWiFOkXGjXYӟLFiFQKmQKjQJQrQFyWKӇJLҧPWKLӇXÿѭӧFUӫLURQj\[2].
Hình 1.2 %LӇXÿӗFiFVӵNLӋQWiFÿӝQJÿӃQQJjQKGӋWPD\9LӋW1DPQăP
1
7tQKÿӃQJLӳDWKiQJQăPWәQJNLPQJҥFK[XҩWNKҭXGӋWPD\ÿҥWWӹ
86'WăQJWUѭӣQJVRYӟLFQJNǤNLPQJҥFK7JLҧPGRFQJNǤFKѭD
FKӏXҧQK KѭӣQJFӫD&RYLG± 5LrQJQӱDÿҫXWKiQJWăQJWUѭӣQJVRYӟLQăP
QJRiLNKLGӏFKEӋQK&RYLG± EҳWÿҫXҧQKKѭӣQJÿӃQNLPQJҥFK[XҩWNKҭX[3].
7ҥLWKӏWUѭӡQJQѭӟFQJRjLFiFVҧQSKҭPPD\9LӋW1DPÿDQJEӏFҥQKWUDQK
JD\JҳWEӣLFiFKjQJUjRWKѭѫQJPҥLYӟLFKtQKViFKEҧRKӝKjQJQӝLÿӏDFӫDQKLӅX
TXӕFJLD7ҥLWKӏWUѭӡQJWURQJQѭӟFQJjQKPD\SKҧLÿӕLGLӋQYӟLFiFKmQJWKӡLWUDQJ
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NKi\ӃXWURQJNKkXWKLӃWNӃPүXPmSKkQSKӕLYj[k\GӵQJ± ÿӏQKYӏWKѭѫQJKLӋX
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2
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1.2.
Tәng quan vӅ tình hình nghiên cӭu troQJYjQJRjLQѭӟc
1JKLrQFӭXQJRjLQѭӟF
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7ӯÿy QJKLrQFӭX YӅ KӋWKӕQJWKӱTXҫQiRWKӵFWӃҧRFӫD Miaolong Yuan
(2014) [8] ÿmÿӅ [XҩWPӝWORҥWFiFNӻWKXұWPӟLYjWtFKKӧSFK~QJYjRPӝWKӋWKӕQJ
PһFWKӱҧREDRJӗPWUѭӡQJKӧSTXҫQiRҧRWUrQKuQKÿҥLGLӋQTXҫQiRҧR
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3
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6
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