服装品牌概念向大众认知转换的机制

The Mechanism from Brand-Concept to Mass Cognition

本文基于对国内外服装品牌的概念营销的关注,分析了服装品牌概念向大众认知转换的关键因素,指出服装品牌基于注意力导向进行概念营销的特征。重点通过对转换的介入点、途径、方法的分析,构架了转换的机制。

Based on the concentration of fashion brand—concept marketing at home and abroad,the author analyses the key points of mechanism from brand-concept to mass cognition.The character of attention oriented fashion brand—concept marketing is pointed out though varieties of ways.Thus,the mechanism from brand—concept to mass cognition is composed.