基于电商网络直播的服装品牌营销策略研究
Research on clothing brand marketing strategy based on e-commerce online live streaming
马莹1
作者信息
- 1. 陕西职业技术学院,陕西 西安 710038
- 折叠
摘要
电商网络直播在服装品牌营销中扮演着至关重要的角色.通过网络直播,品牌可以实时展示产品的款式、质地和使用效果,吸引更多消费者关注和购买.文章以服装品牌营销为切入点,从互动性、数据化、娱乐化方面分析了服装品牌电商网络直播营销特点;结合目前服装电商发展现状,从市场竞争、售后服务、下单转换率方面,梳理了服装品牌电商直播营销现存问题;结合服装电商销售趋势,提出了精准营销、社群营销、整合营销策略,旨在为提升服装品牌电商直播营销质量提供参考.
Abstract
E-commerce online live streaming plays a crucial role in clothing brand marketing.Through online live streaming,brands can display the style,texture and using effect of their products in real-time,attracting more consumers to pay attention and make purchases.This paper takes clothing brand marketing as the starting point and analyzes the characteristics of e-commerce online live streaming marketing of clothing brand from the perspectives of interactivity,data-driven and entertainment;based on the current development status of clothing e-commerce,it summarizes the problems of e-commerce live streaming marketing for clothing brand from the aspects of market competition,after-sales service and order conversion rate;based on the sales trends of clothing e-commerce,precision marketing,community marketing and integrated marketing strategies have been proposed,aiming to provide reference for improving the quality of e-commerce live streaming marketing in clothing brand.
关键词
电商网络直播/服装品牌/营销策略/服装产品Key words
e-commerce online live streaming/clothing brands/marketing strategy/clothing products引用本文复制引用
出版年
2024
NETL
NSTL
万方数据