服装品牌在新媒体环境下的营销策略研究

Research on marketing strategy of clothing brands in the new media environment

伴随着互联网技术的快速发展,新媒体营销逐渐成为服装品牌运营中不可忽视的重要环节。为了寻找提高服装品牌新媒体营销产生的效益,文章运用案例分析、归纳概括等研究方法对服装品牌的新媒体营销策略进行剖析与探究,首次将服装品牌的新媒体营销策略划分为形式策略、内容策略、引流策略三个维度,针对每一维度进行了广泛的调研与分析。研究并归纳总结了新媒体环境下服装品牌根据自身情况在三个维度中适用的方法手段,以及三个维度的逻辑关系与营销理论,以期为当下服装品牌在新媒体环境下的营销策略提供可行性参考。

With the rapid development of Internet technology,new media marketing has gradually become an important step that cannot be ignored in the operation of clothing brands.In order to find ways to improve the benefits of new media marketing of clothing brand,this article uses case analysis,generalization and other research methods to explore new media marketing strategies for clothing brands.The new media marketing strategy for clothing brandswas divided into three dimensions:form strategy,content strategy and drainage strategy.Besides,an extensive survey was carried out for each dimension.This paper studies and summarizes the applicable methods and means of clothing brands in the three dimensions according to their own conditions in the new media environment,as well as the logical relations and marketing theories of the three dimensions,in order to provide a feasible reference for the marketing strategy of current clothing brands in the mew media environment.