和田地区艾德莱斯产业营销方式创新研究
Research on the Innovation Path of Marketing Approach of Hetian Region's Atlas Industry
王保鲁 1吴小军 2王逸行1
作者信息
- 1. 北京服装学院服装艺术与工程学院,北京 100029
- 2. 北京服装学院服装艺术与工程学院,北京 100029;北京服装学院服装文化与设计创新研究中心,北京 100029
- 折叠
摘要
和田地区是艾德莱斯绸的发源地与主要产区,但受地域影响与资源约束,其艾德莱斯产业经营分散、营销方式单一、品牌意识薄弱、专业化人才缺失,产业发展缓慢.为探究解决之道,对和田地区艾德莱斯产业发展现状进行SWOT战略分析,并通过价值主张、价值创造和价值获取3个维度,分别对个性化定制、直播电商营销、新媒体营销、跨界营销和跨境电商在和田艾德莱斯产业的实践应用进行探讨,总结梳理营销路径创新的关键要素,并以此为和田地区艾德莱斯产业的升级发展提出指导性建议.
Abstract
Hetian region is the origin place and main producing area of atlas silk.However,due to the regional influence and resource constraints,the operation of atlas industry in Hetian region is scattered,the marketing mode is single,the brand awareness is weak,the professional talents are lacking,and the industrial development is slow.To explore the solution,this paper first made a SWOT strategic analysis on the development of atlas industry in Hetian,and then through the three dimensions of value proposition,value creation and value acquisition,respec-tively discussed the practical application of personalized customization,live e-commerce marketing,new media marketing,cross-border marketing and cross-border e-commerce in Hetian region's atlas industry,and summarized the key elements of marketing path innovation.Finally,the guiding suggestions for the upgrading and development of atlas industry in Hetian region was given.
关键词
艾德莱斯丝绸/和田地区/SWOT分析/营销方式创新Key words
Atlas Silk/Hetian Region/SWOT Strategic Analysis/Marketing Method Innovation引用本文复制引用
出版年
2024
NETL
NSTL
万方数据