关于棉花娃娃娃衣的营销策略
Marketing strategy of cotton doll clothes
吴程菲 1罗戎蕾1
作者信息
- 1. 浙江理工大学服装学院,浙江杭州 311199
- 折叠
摘要
随着饭圈文化在国内盛行,由"粉丝经济"催生的棉花娃娃这个小众圈层,正在成为资本探索的新焦点,由此衍生的以纺织材料制作的棉花娃娃娃衣市场也呈现不容小觑的发展趋势.分析娃衣市场的现状,得到4个营销策略:优化产销流程,改善供应链;建立行业完善的监督管理制度;开展线下体验活动,做好品牌推广;与传统服饰店家合作,打造"亲子装"新市场.
Abstract
With the prevalence of fandom culture in China,the niche market of cotton dolls,driven by the"fan economy",has emerged as a focal point for capital exploration.Concurrently,the derivative market for textile-based doll clothing is experiencing notable growth.Following an analysis of the current state of the doll clothing market,the four marketing strategies have been delineated,such as optimize the production and sales process,improve the supply chain;to establish a comprehensive industry supervision and management system;to conduct offline experiential activities for effective brand promotion;to collaborate with traditional clothing stores to cultivate a new market for"parent-child outfits".
关键词
娃衣/棉花娃娃/营销策略Key words
cotton doll clothes/cotton doll/marketing strategy引用本文复制引用
基金项目
浙江省一般软科学研究计划项目(2022C35099)
浙江省丝绸与文化艺术研究中心培育项目(ZSFCRC20204PY)
出版年
2024
国家科技期刊平台
NSTL
万方数据