科尔沁蒙古族服装的市场营销对策研究  

Research on Marketing Countermeasures of Horqin Mongolian Clothing

作　　者：白斯琴毕力格 韩庆龄[2] 周航 BAI Siqinbilige;HAN Qingling;ZHOU Hang(Inner Mongolia University for Nationalities,Tongliao 028043,China;Inner Mongolia University of Finance and Economics,Hohhot 010051,China)

机构地区：[1]内蒙古民族大学,内蒙古通辽028043 [2]内蒙古财经大学,内蒙古呼和浩特010051

出　　处：《物流科技》2023年第5期39-41,52,共4页Logistics Sci-Tech

基　　金：2022年内蒙古自治区第十一次党代会精神研究专项课题项目“内蒙古完善城乡融合消费网络研究”(2022ZZB020);内蒙古乡村振兴研究基地(东部)项目“内蒙古乡村振兴成效时空演化格局及其驱动机制研究”(21XCJDZ01)。

摘　　要：科尔沁蒙古族服装是科尔沁地区重要的非物质文化遗产之一,是科尔沁草原文化的重要组成部分,体现了凝重质朴、色彩鲜艳、独具草原人民精神品质与审美情怀的民族风格。文章在乡村振兴背景下,通过对科尔沁蒙古族服装的营销现状进行分析,总结出营销中存在的传统服装设计与现代需求错位、目标群体选择有偏差、生产企业不注重品牌建设、宣传推广形式单一等问题,最后针对这些问题提出了相应的对策建议,为科尔沁服装市场的进一步发展和脱贫攻坚的有效促进提供了理论支持。Horqin Mongolian costume is one of the important intangible cultural heritage in Horqin area. It is an important part of Horqin grassland culture, which reflects the ethnic style of concise, simple, bright color, unique grassland people’s spiritual quality and aesthetic feelings. Under the background of rural revitalization, this paper analyzes the current marketing situation of Horqin Mongolian clothing, and summarizes the problems existing in the marketing, such as the mismatch between traditional clothing design and modern demand,the deviation of target group selection, the ignorance of brand construction by production enterprises, and the single form of publicity and promotion. Finally, this paper puts forward corresponding countermeasures and suggestions for these problems, which provides theoretical support for the further development of Horqin clothing market and the effective promotion of poverty alleviation.

关 键 词：科尔沁 蒙古族服装 民族文化 品牌建设 

分 类 号：F253[经济管理—国民经济]