服饰品牌的人文价值营销策略研究

Analysis on Humanistic Value Marketing Strategy of Fashion Brands

根据目前国内服饰品牌在营销活动中缺乏人文意识的情况,通过选取国内外典型的人文价值服饰品牌作为案例,从品牌管理的特征塑造、产品管理的协同创新、顾客管理的社区化这三方面对人文价值营销策略进行分析,为中国服饰品牌实施人文价值营销提供借鉴。

Since Chinese fashion brands lack humanistic awareness in marketing activities,this paper selects Chinese and foreign typical fashion brands with humanistic value as cases and analyzes humanistic value marketing strategy from three aspects（brand management feature shaping,collaborative innovation of product management,communitization of customer management）so as to provide reference for Chinese fashion brands to implement humanistic value marketing.