数字经济驱动下浙江纺织服装时尚产业数字化营销提升路径研究

Research on the Promotion Path of Digital Marketing of Zhejiang Textile and Garment Fashion Industry Driven by Digital Economy

随着国家数字经济战略的实施,纺织服装时尚产业开始以数字化、智能化为主攻方向。文章基于新零售与数字化转型的具体要求,分析数字化技术在纺织服装时尚产品营销中的作用机制。根据浙江省时尚产业发展计划与数字化建设任务,针对浙江省纺织服装时尚产业数字化营销现状进行深入调研分析,在此基础上,提出纺织服装时尚产业数字化营销提升路径,包括根据响应速度进行数字化供应链改造,构建企业自有数据资产进行数字化运营,以消费者为中心构建线上线下一体数字化渠道,基于终端需求的产品服务创新进行数字化营销,进一步推动数字化技术与纺织服装新零售的深度融合。

With the implementation of the national digital economy strategy,the textile and garment fashion industry began to focus on digitalization and intelligence.Based on the specific requirements of new retailing and digital transformation,this paper analyzes the role of digital technology in the marketing of fashion textiles and apparel.According to the development plan and digital building task of the Zhejiang fashion industry,the paper investigates the current situation of digital marketing of the textile and garment fashion industry in Zhejiang Province.On this basis,the paper proposes a related promotion path of digital marketing,including,digitally transforming the supply chain based on the response speed,building the enterprise’s own data assets for digital operation,building integrated online and offline digital channels with consumers as the center,digital marketing of product and service innovation based on end demand,so as to further promote the deep integration of digital technology and new textile and garment retail.