短视频驱动下的服装企业优化策略  

The Optimization Strategy of Garment Enterprises Driven by Short Video

作　　者：李雪[1] 孙畅菲 沈雷 LI Xue;SUN Changfei;SHEN Lei(School of Design,Jiangnan University,Wuxi 214122,China)

机构地区：[1]江南大学设计学院,江苏无锡214122

出　　处：《西部皮革》2021年第1期17-18,20,共3页West Leather

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

摘　　要：新媒体时代下,短视频平台快速崛起,为传统产业带来了新的活力,成为服装企业垂直营销的重要场所。文章采用了数据采集、案例调研、归纳概括的方法。通过对短视频平台后台数据的调研与分析,结合经典案例,阐述了当下服装企业在短视频平台中定位、内容、互动、转化的具体优化策略。尝试总结了新媒体时代下服装企业在短视频平台中的机遇与挑战。旨在为服装企业提供实操性强的经验参考与策略理论。In the new media era,the rapid rise of short video platform has brought new vitality to the traditional industry,and has become an important place for garment enterprises to vertical marketing.This paper adopts the methods of data collection,case study and induction.Through the investigation and analysis of the background data of short video platform,combined with classic cases,this paper expounds the specific strategies of positioning,content,interaction and transformation of the current clothing enterprises in the short video platform.Try to build a complete marketing system of clothing enterprises driven by short video.It aims to provide practical experience reference and strategy theory for clothing enterprises.

关 键 词：服装企业 短视频 优化策略 

分 类 号：F406[经济管理—产业经济]