以内容营销创建新型服装品牌运营模式的研究

Research on Creating New Clothing Brand Operation Model by Content Marketing

从市场的角度分析新生代消费者具有普遍性、典型性的心理及特征,指出内容消费是社交产品消费,对内容消费这个消费热点进行了归因,分别从内容的创意、运营和营销,探讨了内容营销的创新思路。文章表明,新生代消费者所代表的消费模式和消费观念,是内容营销得以兴起和快速发展的主要原因,提出创新品牌形象表现方式,开发出既符合内容,又满足消费者的服装产品和内容衍生品,创建并发展出一种基于内容营销的品牌创新模式的设想。

From the perspective of the market,this paper analyses the general and typical psychology and characteristics of the new generation consumers,points out that content consumption is the consumption of social products,attributes the consumption hot spot of content consumption,and explores the innovative ideas of content marketing from the aspects of content creativity,operation and marketing.The article shows that the consumption patterns and consumption concepts represented by the new generation of consumers are the main reasons for the rise and rapid development of content marketing.It puts forward innovative brand image expression methods,develops clothing products and content derivatives that meet both content and consumers,and creates and develops a content-based marketing.The assumption of brand innovation mode.