基于消费者调研的N品牌个性化产品策略的研究  

Research on the Personalized Product Strategy of N Brand Based on Consumer Survey

作　　者：唐新玲[1] TANG Xin-ling(Shanghai University of Engineering Science, Shanghai 201620, China)

机构地区：[1]上海工程技术大学,上海201620

出　　处：《北京服装学院学报（自然科学版）》2018年第1期60-65,共6页Journal of Beijing Institute of Fashion Technology：Natural Science Edition

基　　金：上海工程技术大学课程建设项目(k201609006)

摘　　要：个性化、多样化消费渐成主流.面对广阔而竞争激烈的运动装市场,N品牌以其个性化营销策略取得了不俗战绩.论文基于消费者调研,对N品牌的个性化产品策略进行了分析论证,总结出N品牌产品具有特色,能够体现品牌个性;产品品种丰富,满足了消费需求的多样性;产品包装独特,强化了品牌个性和识别;个性化定制服务,更好地满足了消费者个性化需求.本文旨在对发展和提升我国运动装品牌提供借鉴和启示.The individualized and diversified consumption gradually become the main trend. Ad- dress the vast and competitive sportswear market, the N brand has achieved very good result for its personalized marketing strategy. Based on the consumer research, the personalized product strategy of N brand was analyzed and demonstrated in this paper, four reasons that contributed to the success of N brand were summarized as listed： products are characteristic and can reflect the brand personal- ity;the variety of products meets the diversity of strengthens the brand personality and recognition; consumer demand; the packaging personalized customization service is special and satisfy the con- sumer personalized demand better, which can be a reference and inspiration for other sports apparel brands in China.

关 键 词：个性化营销 产品策略 运动装品牌 

分 类 号：F272.3[经济管理—企业管理] TS943.1[经济管理—国民经济]