HDX鞋类卖场品牌定位及传播方案研究  

Research on Program of Brand Positioning and Communication in HDX Footwear Stores

作　　者：吴文嘉[1] 

机构地区：[1]四川广播电视大学,成都610073

出　　处：《成都航空职业技术学院学报》2016年第2期85-89,共5页Journal of Chengdu Aeronautic Polytechnic

摘　　要：HDX品牌鞋类专卖店来自于三级市场,是一种新型的仓储式专业鞋类卖场。本研究以HDX鞋类卖场为例,运用市场传播和营销相关理论,将对该鞋类专卖店品牌进行重新定位以及对其传播方式进行分析,旨在探索鞋类零售的新模式。HDX brand footwear stores,in the three- tier market,are new warehouse professional footwear ones.This paper,taking HDX footwear stores as example and applying related theories of market communications and marketing,analyzes the brand re- positioning and communication ways of such footwear stores in order to explore a new mode of footwear retail.

关 键 词：HDX鞋类卖场 品牌定位 品牌核心价值 品牌传播 

分 类 号：TG386[金属学及工艺—金属压力加工]