体验经济背景下“新国潮”时尚品牌推广策略研究  

Research on the Promotion Strategy of the New National Tide Fashion Brand under the Background of Experience Economy

作　　者：段佳彤 杜冰冰[1] Duan Jiatong;Du Bingbing

机构地区：[1]北京服装学院服装艺术与工程学院

出　　处：《服装设计师》2022年第10期134-140,共7页Fashion China

摘　　要：“新国潮”是当下经济、文化、科技全面提升的结果,是民族自信的深刻体现。在这样的背景下,大量“新国潮”时尚品牌崛起,为消费者带来全新的潮流和体验。文章针对“新国潮”时尚品牌发展面临的问题,结合体验经济的时代背景,基于战略体验模块(SEMs)这一入手点,通过数据调研和案例研究,对“新国潮”时尚品牌的推广提出注重品牌标识打造、注重消费场景设计、提升品牌服务质量、打造品牌独特活动、提升品牌文化精神价值、注重社群圈层建设等策略建议,打开品牌发展的新思路。The "New National Tide" is the result of the comprehensive upgrade of the current economy,culture and technology,it is a profound manifestation of national self-confidence.Against this background,the rise of a large number of "New National Tide" fashion brands bring new trends and experiences to consumers.Aiming at the problems faced by fashion brands,this article combines with the era background of experience economy,bases on the Strategic Experiential Modules(SEMs),through data research and case studies,and provides strategic suggestions on the promotion of "New National Tide" fashion brand,such as focus on brand identity,focus on scenario design,improve service quality,create unique activities,enhance cultural and spiritual value,focus on community construction,etc.

关 键 词：新国潮 时尚品牌 品牌推广 体验经济 战略体验模块(SEMs) 

分 类 号：G63[文化科学—教育学]