服装品牌ARMANI在中国的营销策略研究  

Research on the Marketing Strategy of ARMANI in China

作　　者：霍嫱 HUO Qiang(School of Fashion Technology,Shaanxi Institute of Fashion Engineering,Xi'an 712046,China)

机构地区：[1]陕西服装工程学院服装学院,陕西西安712046

出　　处：《西部皮革》2022年第24期46-48,共3页West Leather

摘　　要：国际品牌ARMANI的市场定位精准,在品牌文化风格中遵循流行文化、艺术创意和商业运作相结合的原则,打造属于自己的风格理念。在疫情的冲击和复杂多变的中国市场方面,该品牌做出了一些合理并务实的营销策略,来保证服装品牌的可持续发展。其运作模式有着重要的参考价值,值得中国企业深入研究。The international brand ARMANI has a precise market positioning.It follows the principle of combining popular culture,artistic creativity and commercial operation in the brand culture style to create its own style concept.In terms of the impact of the epidemic and the complex and changeable Chinese market,the brand has made some reasonable and pragmatic marketing strategies to ensure the sustainable development of the clothing brand.Its operation mode has important reference value and is worthy of in-depth study by Chinese enterprises.

关 键 词：市场定位 风格理念 营销策略 可持续发展 运作模式 

分 类 号：F426.86[经济管理—产业经济] F274