绿色生态环境背景下汉麻纺织品的网络营销策略  

Network marketing strategy of hemp textile under green ecological environment background

作　　者：聂爽爽[1] 沈烂 马艳丽[1] 陈洪飞[1] NIE Shuangshuang;SHEN Lan;MA Yanli;CHEN Hongfei(Shaoxing Vocational and Technical College,Shaoxing 312000,China)

机构地区：[1]绍兴职业技术学院,浙江绍兴312000

出　　处：《染整技术》2020年第6期6-9,13,共5页Textile Dyeing and Finishing Journal

基　　金：浙江省教育厅高等学校访问工程师校企合作项目(FG2018136)。

摘　　要：在绿色生态环境背景下,消费者更倾向于选择绿色、环保、保健的纺织品。汉麻有抗菌、天然、绿色、透气等特性,成为公认的绿色环保产品。调研淘宝网汉麻纺织品销售情况以及有一定知名度的汉麻相关企业后发现,目前汉麻纺织品主要存在产品系列较少、消费者认识不够、营销水平有待提高等问题。可以从树立汉麻产业整体形象,加强研发汉麻产品、改善产品结构,建立网络销售平台、设计营销机制,建立文化营销和品牌营销理念,建立O2O营销模式,利用新媒体渠道推广等多方面着手,推动汉麻纺织品的发展。Under the green ecological environment background,the consumers preferred to choose the green,environmental and health-care textiles.The hemp was recognized as the green and environmental textile,due to its antibacterial,natural,green and breathable properties.The sales status and well-known enterprises of hemp textile were investigated via Taobao.At present,the main problems of hemp textile existing were less product series,insufficient consumer awareness and the marketing level in need of raising.The multidimensional approaches were presented to promote the development of hemp textiles,such as building whole image of hemp industry,strengthening research and development of hemp products,improving product structure,establishing network sales platform,designing marketing mechanism,setting up cultural and brand marketing concepts,building O2O marketing model,and utilizing new media channels.

关 键 词：绿色生态 汉麻 纺织品 网络营销 

分 类 号：TS12[轻工技术与工程—纺织材料与纺织品设计] F407.8[轻工技术与工程—纺织科学与工程]