新零售模式下服装品牌的营销策略——基于都市潮流风格女装品牌调查
Marketing Strategies for Clothing Brands under the New Retail Model——Based on a Survey of Urban Fashionable Women's Clothing Brands
闫平 1钟玮1
作者信息
- 1. 四川师范大学 服装与设计艺术学院,四川 成都 610101
- 折叠
摘要
随着数字化经济的发展和消费者需求的日益变化,如何推动新零售模式下服装品牌的营销策略升级,实现新零售模式下服装品牌的良性营销策略变得尤为重要.通过文献研究、社会观察与商业调查、案例比较分析等方法对新零售模式视野下服装品牌营销策略现状进行归纳阐释,通过都市潮流风格女装品牌的案例调查与分析研究,归纳其包括品牌定位策略、形象塑造策略、产品价格策略、营销推广策略等新零售模式下的女装品牌营销策略,进一步提出新零售模式下服装品牌需坚持以人为本的核心理念以及结合新技术进行转型升级,以实行有效的营销策略的观点,为新零售模式下的服装品牌的营销实践提供策略参考与应用价值.
Abstract
With the development of the digital economy and ongoing change of consumer demands,how to promote the upgrade of marketing strategies of clothing brands and realize the sound marketing strategies under the new retail model has become increasingly critical.This paper summarized and interpreted the current status of clothing brands marketing strategies in the context of the new retail model through methods such as literature re-view,social observation,business surveys and case comparative analysis.By conducting case studies and analy-ses on urban fashionable women's clothing brands,the brands marketing strategies under the new retail model were summarized such as brand positioning,image building,pricing strategies and marketing promotions.Fur-thermore,the paper proposed that clothing brands under the new retail model should adhere to the core principle of people-orientation and integration of new technologies for transformation and upgrading in order to implement effective marketing strategies,providing certain strategy reference and practical value for the marketing practice of clothing brands under new retail model.
关键词
新零售/服装品牌/营销策略/都市潮流风格/女装品牌Key words
new retail/clothing brand/marketing strategy/urban fashionable style/women's clothing brand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