服装品牌发展现状及数智化转型策略  

Development Status of Clothing Brands and Digital and Intelligent Transformation Strategies

作　　者：李韩 王海霞[1] Li Han;Wang Haixia(School of Textile Science and Engineering,Tianjin Polytechnic University,Tianjin 300387,China)

机构地区：[1]天津工业大学纺织科学与工程学院,天津300387

出　　处：《天津纺织科技》2023年第4期25-28,共4页Tianjin Textile Science & Technology

摘　　要：探讨疫情冲击后人们的消费习惯变化及市场营销模式的转变,服装企业通过线上线下融合发展的方式走上数智化转型道路,才能使其脱离关门潮。如今电商改变以往的态势,从被动接受到主动出击,根植于互联网且依托于网红经济,在短视频与直播领域的风口完成加速升级。服装企业通过线上数字化运营,以此进行品牌创新建设,加强用户体验。完成线上线下的服务升级并与用户建立情感连接,实现对服装企业传统盈利模式的超越,从流量经济向信任经济的转移和服装品牌的数智化突围。Discussing the changes in people's consumption habits and the transformation of marketing models after the impact of the epidemic,apparel companies can embark on the road of digital and intelligent transformation through online and offline integrated development,so that they can get out of the tide of closure.Nowadays,ecommerce has changed the previous situation,from passive acceptance to active attack,rooted in the Internet and relying on the Internet celebrity economy,and has accelerated the upgrade in the field of short video and live broadcast.Apparel companies use online digital operations to build brand innovation and enhance user experience.Complete online and offline service upgrades and establish emotional links with users,surpass the traditional profit model of clothing enterprises,transfer from traffic economy to trust economy,and break through the digital intelligence of clothing brands.

关 键 词：数智化 粉丝经济 服装品牌突围 短视频直播运营 

分 类 号：TS941[轻工技术与工程—服装设计与工程]