年轻女性内衣品牌定制战略创新研究

Research on Brand Customization Strategy Innovation of Young Women’s Underwear

近年来内衣行业发展迅速,但各个品牌间的竞争日益加剧,品牌战略成为企业成功的重要一环,文章通过对上海古今内衣集团有限公司'古今花'品牌的定制化品牌营销战略进行内外环境和战略分析,提炼归纳了品牌现有特征,在进行调研的基础上,提出全新的品牌战略,即定位为年轻女性内衣专家,一站式定制、线上线下整合营销的品牌战略特征,研究结果以期为更多内衣品牌所借鉴。

In recent years,underwear industry has developed rapidly,but the competition among different brands has become increasingly fierce.Brand strategy has become an important part of the success of enterprises.Based on the internal and external environment and strategic analysis of the customized brand marketing strategy of'GL-BLOSS'brand of Shanghai Gujin Underwear Group Co.Ltd.,this paper refines and summarizes the existing characteristics of the brand.On the basis of investigation and research,it puts forward a brand-new brand strategy,which is positioned as a young female underwear expert,one-stop customization,online and offline integrated marketing.The result is expected to be used for reference by more underwear brands.