互联网下半场的内衣品牌创新性营销——以维多利亚的秘密为例  

Innovative Marketing of Underwear Brands in the Second Half of the Internet—A Case Study on Victoria’s Secret

作　　者：蒋汉敏 陈君 戚孟勇[1] Jiang Hanmin;Chen Jun;Qi Mengyong(Zhejiang Sci-Tech University,Hangzhou 310018,China)

机构地区：[1]浙江理工大学,杭州310018

出　　处：《经济研究导刊》2023年第8期55-58,共4页Economic Research Guide

摘　　要：互联网下半场的到来,加之“她经济”的新消费理念崛起,内衣行业从品类、消费者到手段等要素都发生了变化。通过对案例分析表明,内衣品牌在互联网下半场既要创新产品机制,实现产品差异化,又要细分目标市场,与消费者群体主动适配,打造数字化营销,从而实现深度运营。内衣品牌企业需根据自身的发展选择适合的策略进行实践,从而更好进行创新性营销,以及应对互联网生态的变化。With the advent of the second half of the Internet and the rise of the new consumption concept of“her economy”,the underwear industry has changed from categories,consumers to means.Through the case analysis,it shows that the underwear brand should not only innovate the product mechanism and realize product differentiation,but also subdivide the target market,actively adapt to the consumer group,create digital marketing and realize in-depth operation in the second half of the Internet.Underwear brand enterprises need to choose appropriate strategies for practice according to their own development,so as to better carry out innovative marketing and deal with the changes of Internet Ecology.

关 键 词：互联网下半场 内衣品牌 营销 

分 类 号：F274[经济管理—企业管理]