新媒体环境下的服装品牌人格化营销策略  

Research on personalized marketing strategy of clothing brand in new media environment

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

机构地区：[1]江南大学设计学院,江苏无锡214122

出　　处：《毛纺科技》2021年第11期58-63,共6页Wool Textile Journal

基　　金：教育部人文社会科学研究规划基金项目(20YJAZH087);国家重点研发计划重点专项项目(2019YFB1405700)。

摘　　要：为提高我国服装企业在新媒体环境下的品牌效益,解决品牌人格化形象塑造布局不清晰,无法有效满足消费者情感需求的问题。文章根据后疫情时代消费者感知价值方式的转变,将品牌人格化这一概念引入服装品牌营销领域,运用文献总结、案例分析、归纳概括等研究方法对新媒体环境下服装品牌的人格化营销策略进行剖析与探究。在此基础上,概括了人格化营销的外在、内在及社会3种维度,通过对不同品牌的人格化营销案例分析,归纳出添加拟人元素、营造品牌故事、塑造差异化个性等6种营销策略,以及3大维度间的逻辑关系,最终总结出适用于当下服装品牌的实用性人格化营销操作流程。In order to improve the brand benefits of apparel companies in the new media environment,solve the problem of unclear layout of brand personality image shaping and unable to effectively meet the emotional needs of consumers.The concept of brand personification was introduced into the field of apparel brand marketing based on the transformation of consumer perception of value in the post-epidemic era,and the personality marketing strategy of apparel brands was analyzed in the new media environment based on literature review,case analysis,and generalization research methods.On this basis,the external,internal and social dimensions of personalization marketing were summarized.Through the analysis of the status quo of the personalization marketing strategies of different clothing brands,six types of marketing,including adding personification elements,creating brand stories,and creating differentiated personalities,etc.,and the logical relationship of the three dimensions were summed up,and the practical and personalized marketing operation process applicable to the current clothing brand was finally summed up.

关 键 词：营销策略 新媒体 服装品牌 人格化营销 品牌人格化 

分 类 号：TS941.8[轻工技术与工程—服装设计与工程] F273.2[经济管理—企业管理]