SIVA理论视域下的民族时尚品牌营销生态圈重塑  

Remodeling of marketing ecosystem for national fashion brands in the context by SIVA theory

作　　者：杨可凡 孙虹[2] YANG Kefan;SUN Hong

机构地区：[1]浙江理工大学服装学院 [2]浙江理工大学浙江省丝绸与时尚文化研究中心、浙江省服装工程技术研究中心

出　　处：《时尚设计与工程》2024年第6期65-67,共3页The Journal of Fashion Design and Engineering

摘　　要：在当前时尚消费持续增长的背景下,建立有助于塑造民族时尚品牌核心竞争优势的营销生态模式,对维系我国文化承载力、时尚引领力与国际影响力尤为重要。将舒尔茨提出的SIVA营销范式作为理论逻辑,以品牌营销案例为研究切入点,从解决方案、信息、价值和途径4个方面提出实施路径,构建我国时尚品牌的SIVA营销服务生态圈,打造民族时尚品牌发展新势能。Against the backdrop of continuous growth in fashion consumption,establishing a marketing ecosystem model that helps shape the core competitive advantage of national fashion brands is particularly important for maintaining China's cultural carrying capacity,fashion leadership,and international influence.It took the SIVA marketing paradigm proposed by Schultz as the theoretical logic,took brand marketing cases as the research entry point,and proposed implementation paths from four aspects:solution,information,value,and access.It aimed to build a SIVA marketing service ecosystem for Chinese fashion brands and create a new potential for the development of national fashion brands.

关 键 词：时尚消费 SIVA理论 品牌营销 

分 类 号：F27[经济管理—企业管理]