基于Web2.0数字环境的本土服装品牌发展策略研究

Analysis on Comprehensive Marketing Strategies of Native Fashion Brands in Web 2.0 Digital Environment

数字化虚拟经营正成为数字化知识经济时代下创意型本土服装品牌萌芽、发展的主要手段。首先通过对本土服装品牌数字化进程的阶段性划分、归纳以及Web2.0数字化环境的综合分析,总结出本土服装品牌存在的问题;通过分析问题成因及借鉴案例,探讨应对数字化环境的策略,并设计了一套针对性较强的品牌营销方案,以期能够帮助解决一些实际问题。

In the era of digital economy,digitalization of virtual management is the principal means for local and creative enterprises to breed and develop fashion brands.Based on the study on digitalization process of local fashion brands,this article analyses the background of web 2.0 and finds what should be done for local fashion brands.Then the article explores some specific solutions to problems combining with comprehensive marketing strategies for local fashion brands in web 2.0.And by means of studying the present theories,the approximate solutions prove the feasibility and rationality,and benefit of scheme of practice.