体验经济视域下童装企业的营销策略研究

Research on marketing strategy of children′s wear enterprises from the perspective of experience economy

为增强企业市场竞争力和满足消费者需求,针对后疫情时代童装企业如何创新体验式营销、实现童装企业的转型与升级,文章通过文献阅读和实例调研法,采用服装学、消费学、传播学理论分析体验经济下国内童装企业的营销现状,从市场竞争的兼收并蓄、消费群体的更新换代、多品牌的星罗棋布等方面论述竞争机制下创新体验互动式服务、增加公司盈利的必要性;以中小型童装企业D公司为例分析终端的陈列、商品、服务方面的共同典型特征。研究认为:注重互动式体验是未来童装企业营销渠道中创造红利的关键;从围绕实体场景与线上虚拟融合共生的角度提出,采用搭建场景体验功能分区来塑造终端形象;通过扩散信息创造口碑进行线上渠道社群关系维护;通过全渠道的通达往来以实现多向协同共赢的创新营销策略。

In order to enhance the market competitiveness of enterprises and meet the needs of consumers,the way of the transformation and upgrading of children′s wear enterprises and the method of the innovative and experiential marketing of children′s wear enterprisesin the post-epidemic era were discussed.The marketing status of domestic children′s wear enterprises under the experience economy was analyzed by means of literature reading and case study methodas well as the theories of clothing science,consumption science and communication science.The necessity of innovating interactive service and increasing the profitability of the company under the competition mechanism from the aspects of market competition,renewal and replacement of consumer groups,and multi-brand star chess cloth were discussed.Taking small and medium-sized children′s clothing enterprise D company as an example,the common typical characteristics of terminal display,goods and services were analyzed.The study suggests that focusing on interactive experience is the key to create dividends in the marketing channels of children′s clothing enterprises in the future.From the perspective of the symbiosis of entity scene and online virtual integration,it is proposed to build the scene experience function partition to shape the terminal image;online channel community relations aremaintenance by diffusing information to create word of mouth.The multi-directional collaborative win-win innovative marketing strategy are achieved by all channels of communication.