基于顾客视角的情感营销对服装品牌资产影响的差异性研究  

Effect of Emotional Marketing on the Assets of Apparel Brand From Customer Perspective

作　　者：姜伟叶 单毓馥[2] 

机构地区：[1]天津工业大学纺织学院,天津300387 [2]天津工业大学艺术与服装学院,天津300387

出　　处：《北京服装学院学报（自然科学版）》2016年第4期62-69,共8页Journal of Beijing Institute of Fashion Technology：Natural Science Edition

摘　　要：首先介绍了情感营销的涵义,情感营销策略中的情感品牌和服务策略以及基于顾客视角的服装品牌资产,然后通过设计和发放调查问卷、数据整理和分析研究情感品牌和服务策略对服装品牌资产影响的差异性,为情感品牌和服务策略在服装品牌营销中的应用提供了理论依据.The meaning of emotional marketing, the emotional marketing strategy and service strate- gies of the brand and apparel brand assets based on customer perspective were introduced, and then the difference between emotional brand and service strategy on apparel brand assets were analyzed through questionnaires, data collection and analysis, which provide theory guidance for the applica- tion of emotional brand and service strategy in marketing of clothing brand.

关 键 词：情感品牌策略 情感服务策略 顾客视角 服装品牌资产 

分 类 号：TS94[轻工技术与工程—服装设计与工程]