数字化转型下服装品牌营销渠道的策略分析
Strategy Analysis of Clothing Brand Marketing Channel under Digital Transformation
宛如玉 1申鸿 1郭荣辉1
作者信息
- 1. 四川大学轻工科学与工程学院,四川 成都 610065
- 折叠
摘要
随着数字化转型的深入,服装品牌面临着营销渠道变革的挑战.通过文献综述和案例分析,探讨了服装品牌在数字化转型下的营销渠道策略,强调了整合线上线下渠道、利用社交媒体平台、应用技术创新以及可持续发展和社会责任的重要性.进一步探讨了全渠道营销的概念,通过线上线下融合、社交媒体互动、技术创新(如AR、VR、AI)和绿色营销来提升品牌影响力与市场竞争力.最后讨论了数字化转型给服装品牌带来的挑战与机遇,并预测了未来营销渠道策略的发展趋势,为服装品牌在数字化转型中的营销渠道策略提供了理论支持.
Abstract
With the deepening of digital transformation,clothing brands are faced with the challenge of changing marketing channels.Through literature review and case analysis,this paper discussed the marketing channel strategies of clothing brands under the digital transformation,emphasizing the importance of integrating online and offline channels,utilizing social media platforms,applying technological innovation and sustainable development and social responsibility.The concept of omnichannel marketing was further explored to enhance brand influence and market competitiveness through online and offline integration,social media interaction,tech-nological innovation(e.g.AR,VR,AI)and green marketing.Finally,the challenges and opportunities brought by digital transformation to clothing brands were discussed and the development trend of marketing chan-nel strategy in the future was predicted,providing theoretical support for the marketing channel strategies of cloth-ing brands under digital transformation.
关键词
数字化转型/服装品牌/营销渠道/策略分析Key words
digital transformation/clothing brand/marketing channels/strategy analysis引用本文复制引用
出版年
2025
国家科技期刊平台
NSTL
万方数据