基于“向善营销思维”服饰可持续发展探析  

A Study of the Clothing Brands Sustainable Development based on"Marketing Thinking for Good"

作　　者：覃卫萍 QIN Weiping(College of Communication&Journalism,Shanghai Jian Qiao University,Shanghai 201306,China)

机构地区：[1]上海建桥学院新闻传播学院,上海201306

出　　处：《西部皮革》2024年第3期47-49,共3页West Leather

摘　　要：中国智造背景下,我国服饰产业积极进行产业转型或升级,寻找可持续发展的解决方案。基于此,文章将“向善营销思维”引入服饰产业商业模式中,从向善营销思维的含义、向善营销思维与服饰产业可持续发展的关系,以及服饰品牌如何基于“向善营销思维”拓宽发展边界等方面,探讨服饰产业通过绿色、低碳和社会责任感等找到可持续发展的路径。Based on the background of China's intelligent manufacturing,China's apparel industry is actively undergoing industrial transformation or upgrading to seek sustainable development solutions.,the work introduces"marketing thinking for good"into the business model of apparel industry.From the conception of"marketing thinking for good",the relationship between"marketing thinking for good"and sustainable development of apparel industry,and how apparel brands broadening the development boundary based on"marketing thinking for good",it explores the ideas and paths of sustainable development of apparel industry through green,low-carbon,and social responsibility.

关 键 词：向善营销思维 服饰产业 可持续发展 

分 类 号：TS941[轻工技术与工程—服装设计与工程] F713.5[经济管理—市场营销]