气象品牌形象评价指标研究

Research on Evaluation Indexes of Meteorologic Brand Image

气象信息作为营销的宏观环境要素,给企业带来机会和威胁并存。全球气候的复杂多变,使企业经营者在营销中考虑气象信息已越来越多。季节性的气候变化可能令时尚市场上许多商机始料不及。从上述观点出发,文章通过搜集整理气象信息的相关研究成果,以气象信息的内容和特点为切入点,分析气象信息在服装市场运营活动中的体现和影响,包括季节变化、气温变化、极端天气变化、气候季节和人为季节变化(节假日等)。在此基础上,进一步深入分析了这些气象信息指标与服装品牌形象指标的关联性。文章的目的在于为气象品牌形象的塑造和品牌营销策略制定提供理论参考。

Meteorological information,as one of the macro environmental elements for marketing,may brings opportunities and threats to enterprises.The information has been paid more and more attention by enterprise operators due to the complexity and variability of the global climate.Seasonal climate may surprise many business opportunities in the fashion market.According to the appeal point of view,the previous research on meteorological information was reviewed in the article.The influence on fashion market operation was then analyzed,including seasonal variation,extreme weather change,climate season and artificial seasonal change such as holidays and festivals.Referring to the research results on meteorological elements and related fashion marketing index,the correlations between meteorological elements and brand image evaluation index were studied.The purpose of the article was to provide a theoretical reference to engage in brand image building and brand marketing strategy information for apparel enterprises.