江苏服饰老字号的产品创新及推广——以绣娘丝绸品牌为例
Product Innovation and Promotion of Jiangsu Clothing Time-honored Brand——Taking XIU NIANG Brand as an Example
贾蕾蕾 1吴菲 1王泽宇 1樊仪颖 1王玉清 1董欣然1
作者信息
- 1. 江南大学 数字科技与创意设计学院,江苏 无锡 214122
- 折叠
摘要
江苏服饰老字号厚植历史文化底蕴,展示了传统服饰文化的魅力.以江苏服饰老字号的产品创新与推广为切入点,基于江苏服饰老字号的调研分析,以绣娘丝绸品牌为具体案例,采用实地调查法和个案研究法等多种研究方法,通过SWOT分析模型,剖析老字号品牌存在的问题以及面临的威胁,梳理品牌创新方向与思路,探究服饰类老字号的工艺技术创新、销售与推广方式创新2种发展路径,为其提供产品创新依据,进而推动传统服饰文化的传承与发展,助力江苏服饰老字号再现昔日辉煌.
Abstract
Jiangsu clothing time-honored brand are rich in historical and cultural heritage,showing the charm of traditional cloth-ing culture.Taking the product innovation and promotion of Jiangsu clothing time-honored brand as the entry point,based on the re-search and analysis of them,taking the XIU NIANG brand as a specific case,various methods such as field investigation method and case study method were adopted,the problems and threats of the brands through SWOT analysis model were analyzed,and the direc-tion and ideas of brand innovation were sorted out.The two development paths of innovation in technology,sales and promotion methods were explored to provide the basis for product innovation,promote the inheritance and development of traditional clothing culture,and help Jiangsu clothing time-honored brand to reappear in their former glory.
关键词
江苏/服饰老字号/传承/创新/绣娘Key words
Jiangsu/clothing time-honored brand/inheritance/innovation/XIU NIANG引用本文复制引用
出版年
2025
NETL
NSTL
万方数据