品牌服装线上线下融合营销模式创新探讨  

Innovation of Online and Offline Integrated Marketing Model for Brand Clothing

作　　者：张博雅 ZHANG Boya(Jiangsu Normal University Kewen College,Xuzhou 221132,China)

机构地区：[1]江苏师范大学科文学院,江苏徐州221132

出　　处：《西部皮革》2024年第11期40-42,共3页West Leather

摘　　要：文章通过对线上线下融合营销模式的概述揭示了消费者行为变化、品牌传播效果以及销售渠道优化等方面对品牌服装行业的重要影响。提出了数据驱动的营销策略、体验营销与互动营销创新以及营销资源整合与利用等创新策略,并深入探讨了技术风险、市场竞争与品牌形象风险以及政策法规与监管挑战等方面的风险与挑战。Through the overview of the integrated online and offline marketing model,this paper reveals the important influence of consumer behavior change,brand communication effect,and sales channel optimization on the brand clothing industry.It puts forward data-driven marketing strategy,innovation of experiential marketing and interactive marketing,integration and utilization of marketing resources and other innovative strategies,and deeply discusses the risks and challenges in technology risk,market competition and brand image risk,as well as policy,regulations and regulatory challenges.

关 键 词：品牌服装 线上线下融合 营销模式 创新策略 风险与挑战 

分 类 号：F426.86[经济管理—产业经济]