基于案例分析的服饰品牌游戏化营销的实施路径

Implementation Path of Clothing Brand Gamification Marketing Based on Case Analysis

游戏化营销是数字化营销的新趋势,能够让消费者参与具有乐趣性的游戏而产生对品牌的好感和认知。文章通过文献回顾梳理了学术界和企业界对游戏化概念的界定以及游戏化营销的相关理论,在此基础上分析了不同定位的服饰品牌开展游戏化营销的实践案例。指出游戏化营销是有益于品牌与消费者的互动交流,利于品牌的新品宣传、产品销售以及形象传播的。最后综合前述的理论和案例分析,构建了服饰品牌游戏化营销的实施路径,主要包含游戏化营销目标设定、游戏灵感来源、游戏化要素和类型、游戏规则和奖励机制、游戏测试和发布、营销效果评估等环节,以期为服饰品牌企业开展游戏化营销活动提供借鉴和指导。

Gamification marketing is a new trend of digital marketing,which can allow consumers to participate in fun games and generate goodwill and stickiness for the brand.Through literature review,definition of gamification in academia and business circle and relevant theories of gamification marketing were sorted out,on this basis,practical cases of gamification marketing carried out by clothing brands with different positioning were analyzed.This paper points out that gamification marketing is beneficial to the interactive communication between the brand and consumers,and is beneficial to the brand's new product promotion,product sales and image communication.Finally,based on the aforementioned theories and case analysis,implementation path of gamification marketing for clothing brands is constructed,which mainly includes gamification marketing goal setting,game inspiration sources,gamification elements and types,game rules and reward mechanisms,game testing and releasing,marketing effect evaluation,and for the purpose of providing reference and guidance for clothing brand enterprises to carry out gamification marketing activities.