基于社会心理学的高级时装品牌网络营销

Network marketing of haute couture brands based on social psychology

为了解大数据时代背景下消费者对于高级服装消费方式的变化,研究高级时装品牌应如何进行网络营销。从社会心理学角度对时装风尚进行阐述,并运用文献研究与个案研究法从品牌定位、品牌形象、品牌危机处理、企业社会责任4个方面进行分析。得出:高级时装品牌的网络营销在符合其品牌定位及形象的同时,要勇于承担社会责任,灵活处理品牌危机的研究结果。基于此,高级时装品牌在未来发展的过程中需要满足目标客户群体的诉求,在追寻商业利益的同时更要为社会文化的发展做出自身的贡献。文章为高级时装的从业者与研究者提供了可借鉴的理论依据。

In order to understand the changes of consumption patterns of haute couture consumers under the background of big data era,how haute couture brands should carry out network marketing was studied. The fashion trend was expounded from the perspective of social psychology,and analyzed from brand positioning,brand image,brand crisis management,and corporate social by use of literature research and case study method. In conclusion,the network marketing of haute couture brand should conform to its brand positioning and image,and it should be used to undertake the social responsibility and flexibly handle brand crisis. Accordingly,in the future development process,haute couture brands need to meet the demands of target customer groups,besides it should not only pursue the commercial interests,but also make their own contributions for the development of social culture. This paper provided a theoretical basis for the practitioners and researchers of haute couture fashion.