基于扎根理论的服装品牌拟人化探究  

Research on anthropomorphism of clothing brand based on grounded theory

作　　者：杨子田[1] 邹钰伊 方雅祺 Yang Zitian;Zou Yuyi;Fang Yaqi(Fashion&Art Design Institute,Donghua University,Shanghai,China)

机构地区：[1]东华大学服装与艺术设计学院,中国

出　　处：《国际纺织导报》2021年第11期38-43,共6页Melliand China

摘　　要：采用扎根理论和深度访谈相结合的研究方法,搭建了服装品牌拟人化概念框架,并对其构成要素、作用机制及影响结果进行初步探讨。研究发现:影响服装消费者拟人化感知的因素主要有品牌印象、人物印象及沟通交互3类。服装企业可通过制定合适的拟人化策略,提升消费者在认知、情感和行为上的品牌态度,从而建立双向的情感联系,为品牌的差异化营销策略提供新的思路。Based on grounded theory and in-depth interview method,a systematic anthropomorphic conceptual framework of clothing brand was constructed,and its constituent elements,action mechanism and results were preliminarily explored.The research showed that the factors that affect the perception of anthropomorphism of clothing consumers mainly fall into the following three categories:brand impression,character impression and communication interaction.Clothing companies can develop appropriate anthropomorphic strategies to enhance consumers'brand attitudes in cognition,emotion and behavior,so as to establish a two-way emotional connection,and provide new ideas for differentiated marketing strategies of brands.

关 键 词：服装品牌 拟人化营销 扎根理论 质性分析 

分 类 号：F274[经济管理—企业管理] F426.86[经济管理—国民经济]