文化营销策略在服装品牌中的应用  

Application of Cultural Marketing Strategy in Fashion Brand

作　　者：赵艾茜 ZHAO Ai-xi(School of Fashion,Wuhan Textile University,Wuhan 430073,China)

机构地区：[1]武汉纺织大学服装学院,湖北武汉430073

出　　处：《纺织科技进展》2020年第10期47-50,共4页Progress in Textile Science & Technology

基　　金：武汉纺织大学2019年研究生创新基金项目(武纺大研[2013]11号)。

摘　　要：文化营销策略是提升服装品牌文化内涵、传播品牌理念、促进服装品牌良好发展的重要营销手段。通过对文化营销策略概念和特征分析,结合服装品牌素然(ZUCZUG)进行具体应用案例分析,分别从其产品策略、传播策略、企业文化策略、公共关系策略4个方面探讨了文化营销策略对品牌运营和发展的影响,并总结了文化营销策略对本土服装品牌发展的启示。Cultural marketing strategy was an important marketing method to promote the cultural connotation,spread brand con-cept and promote bright development of fashion brand.Through the analysis of the concept and characteristics of cultural marketing strategy,combining the case study of fashion brand ZUCZUG,the influence of marketing strategy on brand operation and brand de-velopment was discussed from four aspects of product strategy,communication strategy,enterprise culture strategy and public rela-tions strategy.The implications of cultural marketing strategy for domestic fashion brand development were summarized.

关 键 词：文化营销 服装品牌 营销策略 

分 类 号：TS941.12[轻工技术与工程—服装设计与工程]