Remodeling of marketing ecosystem for national fashion brands in the con-text by SIVA theory
Against the backdrop of continuous growth in fashion consumption,establishing a marketing ecosystem model that helps shape the core competitive advantage of national fashion brands is particularly important for maintaining China's cultural carrying capacity,fashion leader-ship,and international influence.It took the SIVA marketing paradigm proposed by Schultz as the theoretical logic,took brand marketing cases as the research entry point,and proposed implementation paths from four aspects:solution,information,value,and access.It aimed to build a SIVA marketing service ecosystem for Chinese fashion brands and create a new potential for the development of national fashion brands.
NETL
NSTL
万方数据
