中国汉服品牌营销中的问题与对策研究  

Research on the Problems and Countermeasures of Brand Marketing of Han Chinese Clothing

作　　者：张源 杨春慧[1] Zhang Yuan;Yang Chunhui(School of Arts and Sciences,Beijing Institute of Fashion Technology,Beijing 100029)

机构地区：[1]北京服装学院文理学院,北京100029

出　　处：《山东纺织经济》2023年第6期13-17,共5页Shandong Textile Economy

摘　　要：近年来,由于汉服消费者数量激增,汉服市场发展迅猛,在汉服品牌营销中各类问题层出不穷。通过分析我国汉服品牌在市场、价格以及销售渠道等方面的发展现状,针对汉服品牌在设计、销售以及传播过程中存在的问题,提出了相应的品牌营销对策,这将有利于充分挖掘汉服市场潜力,推动中国汉服品牌的创新与发展。In recent years,due to the sharp increase in the number of Han Chinese clothing consumers,the Han Chinese clothing market has developed rapidly,and various problems have emerged in the marketing of Han Chinese clothing brands.By analyzing the development status of Han Chinese clothing brand in terms of market,price and sales channels,and aiming at the problems existing in the design,sales and dissemination of Han Chinese clothing brand,the paper puts forward corresponding brand marketing countermeasures,which will be helpful in fully tapping the potential of Han Chinese clothing market and promote the innovation and development of Han Chinese clothing brand.

关 键 词：汉服 品牌营销 问题 对策 

分 类 号：F274[经济管理—企业管理]