运动服装品牌跨界营销策略优化研究

Research on crossover marketing strategy optimization of sports brands

在营销4.0时代,为使运动服装品牌的跨界营销策略在品牌数字化布局中更具辅助性及创新性。文章针对运动品牌跨界营销不够吸引消费者关注及辅助品牌向数字化发展的跨界营销策略优化问题,通过文献分析和市场调研法对运动品牌跨界营销现状及行业趋势进行分析,阐述运动品牌向数字化领域跨界优化策略的优势,用举例论证法对排名前列品牌的跨界营销优化策略进行整合研究。结果表明,运动品牌有效的跨界营销优化策略主要围绕:产品跨界提高产品的价值性及体验性,传播跨界向移动新媒体领域融合,销售渠道跨界的深度及广度布局等三方面进行,并归纳提出跨界营销策略优化框架模型,为运动品牌进行跨界营销策略规划提供参考。

In the era of marketing 4.0,in order to make the cross-border marketing strategy of sportswear brands more supportive and innovative in the digital layout of the brand.The problem of cross-border marketing of sports brands not enough to attract consumers′attention and the optimization of cross-border marketing strategies to assist brands to develop digitally were addressed in the article,the current situation of cross-border marketing of sports brands and industry trends were analyzed through literature analysis and market research,the advantages of cross-border optimization strategies of sports brands to the digital field was elaborated,and research on the cross-border marketing optimization strategies of top-ranked brands was integrated by using the example argument method.The results show that the most effective cross-border marketing optimization strategies for sports brands mainly focus on three aspects:product crossover to improve the value and experience of products,communication crossover to mobile new media integration,and the depth and breadth of sales channel crossover layout,etc.The framework model of cross-border marketing strategy optimization is summarized and proposed to provide reference for sports brands to carry out cross-border marketing strategy planning.