浅析环保服饰营销策略  

Analysis of Marketing Strategies for Environmentally Friendly Clothing

作　　者：田蕊 齐冬洋 王多多 齐秀辉 Tian Rui;Qi Dongyang;Wang Duoduo(Qiqihar University,Qiqihar 161000,China)

机构地区：[1]齐齐哈尔大学,黑龙江齐齐哈尔161000 [2]不详

出　　处：《经济研究导刊》2024年第2期116-118,共3页Economic Research Guide

基　　金：2022年度黑龙江省大学生创新创业大赛“焕然衣新”服装销售创新训练项目(S202210232116)。

摘　　要：随着时代的快速发展,人民的经济水平和生活水平不断提升,同时也更加注重追求可持续发展。如今环保产业兴起,各类产业都在积极寻求转型,大众对环保服饰重视度也在提升,促使环保服饰产业不断成长。立足当今互联网时代,从环保服饰产业整体的现状与前景入手,通过对消费者心理行为进行研究,在营销渠道、经营方式、品牌形象树立等方面对环保服饰的营销策略进行了简要分析:第一,充分发挥网络平台以及KOC的作用;第二,巧妙将线上线下相结合以充分调动消费者积极性;第三,积极承担社会责任,引导消费者参与到环保大军之中,树立品牌形象,增强顾客黏性。市场需求带动产业发展,产业发展传递环保理念。With the rapid development of the times,the people’s economic and living standards have improved,and they have also paid more attention to the pursuit of sustainable development.Nowadays,the environmental protection industry is rising,and various industries are actively seeking transformation.The increasing attention of the public to environmental protection clothing has also led to the growth of the environmental protection clothing industry.Based on the Internet tide of the current era,starting from the overall status and prospects of the environmental protection clothing industry,through the study of consumer psychological behavior,this paper briefly analyzes the marketing strategy of environmental protection clothing in terms of marketing channels,business methods,brand image establishment:First,give full play to the role of the network platform and KOC.Second,skillfully combine online and offline to fully mobilize the enthusiasm of consumers.Third it is important to actively assume social responsibility,guide consumers to participate in the environmental protection army,establish brand image and enhance customer stickiness.Market demand drives industrial development,and industrial development transmits the concept of environmental protection.

关 键 词：环保服饰 消费者分析 营销策略 

分 类 号：F713.54[经济管理—市场营销]