服装品牌的微信营销策略  

WeChat marketing strategy of clothing brands

作　　者：李雪[1] 黄斌 沈雷 LI Xue;HUANG Bin;SHEN Lei(School of Design, Jiangnan University, Wuxi, Jiangsu 214122, China;Jiangsu YALU Brand Operation Co., Ltd., Suzhou, Jiangsu 215412, China)

机构地区：[1]江南大学设计学院,江苏无锡214122 [2]江苏雅鹿品牌运营股份有限公司,江苏苏州215412

出　　处：《纺织学报》2020年第12期130-136,共7页Journal of Textile Research

基　　金：教育部人文社会科学研究青年基金项目(19YJC760096);江苏省研究生科研与实践创新计划项目(KYCX19_1849)。

摘　　要：针对特殊时期线下销售渠道关闭导致服装品牌销售受阻的问题,采用理论研究、案例分析、归纳概括的方法,对服装品牌的微信社群、分销、直播、展示4种营销策略的营销形式、品牌案例、实战策略进行深入的剖析与探讨。最后通过分析调研案例,提炼出4种策略在品牌宣传、产品展示、成本支出、客户拓展、增强黏性、个性服务6个层面具体的实践方式,再根据不同的实践方式逐一分析其应用时的实际情况,归纳出4种策略在6个层面的作用效果与方法差异。研究得出,线下渠道受阻时服装品牌可参照微信营销布局体系,服装企业应根据自身资源与营销目标结合布局体系制定执行计划,以达到最佳的营销效果。Closure of offline sales channels during special periods hinders the sales of clothing brands.Adopting the methods of theoretical modeling,case analysis and conclusion,a deep analyses and discussion on four marketing strategies including WeChat community,distribution,live broadcast and display under the circumstance were introduced when the offline channels for clothing brands were blocked.By comparing the characteristics and advantages of different strategies,the specific practical methods of the four strategies were summarized into six aspects,i.e.,brand promotion,product display,cost expenditure,customer development,stickiness enhancement and personalized service.The actual situations of their applications were analyzed one by one according to the different practice methods,and the effect of the four strategies in the six aspects were summarized.It is concluded that the WeChat marketing layout system can be referred for marketing clothing brands when the normal outlet channels are blocked.It is advised that garment enterprises should formulate implementation plans according to their own resources and marketing objectives combined with the layout system to achieve the best marketing effect.

关 键 词：微信营销 服装品牌 社群 分销 直播 营销策略 

分 类 号：TS941[轻工技术与工程—服装设计与工程]