新媒体背景下二次元服装品牌传播策略分析  

Analysis of the Communication Strategy of the Two-Dimensional Clothing Brand under the Background of New Media

作　　者：程琬婷 樊培宏 周莉[1,2] 张龙琳 CHENG Wanting;FAN Peihong;ZHOU Li;ZHANG Longlin(College of Sericulture,Textile and Biomass Science,Southwest University,Chongqing 400715,China;Chongqing Engineering Technology Research Center of Biomass Fiber and Modern Textile,Chongqing 400715,China)

机构地区：[1]西南大学蚕桑纺织与生物质科学学院,重庆400715 [2]重庆市生物质纤维材料与现代纺织工程技术研究中心,重庆400715

出　　处：《纺织科技进展》2022年第4期45-50,共6页Progress in Textile Science & Technology

基　　金：重庆市研究生教育教学改革研究项目(yjg173003);西南大学教育教学改革研究重点项目(2020JY017)。

摘　　要：随着新媒体的快速发展,二次元文化在全球范围内已进入大部分人的视野,二次元服装作为二次元文化的一个分支受到越来越多年轻消费者的喜爱。二次元服装主要分为二次元作品直接衍生的服装、深度融入二次元文化的服装、受二次元风格影响的原创服装这三大类,将品牌传播策略在新媒体背景下二次元服装领域中的应用归纳为5点并对比分析其优劣势,总结当前品牌传播策略的不足之处并提出建议。With the rapid development of new media, the two-dimensional culture has entered the field of vision of most people around the world. As a branch of the two-dimensional culture, two-dimensional clothing is also loved by more and more young consumers. Two-dimensional clothing is divided into three main categories: clothing directly derived from two-dimensional works, clothing deeply integrated into the two-dimensional culture, original clothing influenced by the two-dimensional style. The application of brand communication strategy in the field of two-dimensional clothing under the background of new media was summarized into five points. Its advantages and disadvantages were analyzed, the shortcomings of the current brand communication strategy were summarized, and some suggestions were put forward.

关 键 词：新媒体 二次元服装 品牌传播策略 

分 类 号：TS941[轻工技术与工程—服装设计与工程]