新媒体背景下服装品牌市场营销方式的研究  

Research on Fashion Brand Marketing Strategies in the Context of New Media

作　　者：魏钰 WEI Yu(Taizhou M&E Highter Vocational School,Taizhou 225300,China)

机构地区：[1]泰州机电高等职业技术学校,江苏泰州225300

出　　处：《西部皮革》2024年第24期47-49,共3页West Leather

摘　　要：文章探讨了在新媒体环境下服装品牌的营销策略。文章首先对新媒体对服装营销变革的影响进行了审视,分析了服装品牌策划的适应性,以及新媒体时代下的营销方式。研究指出,新媒体营销的优势在于其双向互动性、个性化定制能力、多样化传播渠道和便捷性,为商家提供了数据支持,促进了精准目标客户识别、创新营销手段、消费者体验重视和个性化需求满足。这些因素共同助力服装品牌凸显其特色,并实现可持续发展。This paper explores the marketing strategies of fashion brands in the new media environment.It first examines the impact of new media on the transformation of fashion marketing,analyzing the adaptability of fashion brand planning and the marketing methods in the age of new media.The study highlights that the advantages of new media marketing lie in its bidirectional interactivity,customization capabilities,diverse communication channels,and convenience.These factors provide businesses with data support,facilitating precise target customer identification,innovative marketing techniques,enhanced consumer experiences,and the fulfillment of personalized demands.Together,these elements enable fashion brands to highlight their unique features and achieve sustainable development.

关 键 词：新媒体 服装品牌 市场营销 

分 类 号：F713.50-4[经济管理—市场营销] F724.6[经济管理—产业经济]