服装企业的自媒体营销策略研究

Research on Self-media Marketing Strategy of Garment Enterprises

服装企业面临生存的困境,自媒体营销为服装企业降低营销成本、扩大目标市场、加快产品的设计和创新、提升品牌知名度开辟了一条新路。针对服装企业在自媒体营销中存在的问题,提出了充分发挥自媒体的潜力、进一步明确企业的营销定位、丰富自媒体的形式和内容、培养自媒体营销的相关人才、加强监管、自律、打造诚信营销等几个方面的对策,旨在提高服装企业的营销效果,增强其竞争优势。

Garment enterprises have faced the survival problem, but the self-media marketing has opened up a new road for garment enterprises to reduce costs, expand the target market, speed up product design and innovation, and enhance brand awareness. To solving the existing questions in the self-media marketing, some countermeasures are given such as exert the potential of the media, further define the nature of marketing positioning, rich media forms and contents, train related personnel, strengthen regulation and self-discipline, build honest marketing, and so on, which will improve the marketing effect of garment enterprises, and strengthen their competitive advantage.