基于消费者行为下的“00后”国产服装品牌营销策略分析

Analysis on Marketing Strategy of“Post-00”Domestic Clothing Brand Based on Consumer Behavior

经济全球化的今天,随着“国潮”的兴起,“00后”作为新兴消费群体的一部分,逐步积累起了强大的文化自信与民族认同感,国货意识逐渐增强,对国产品牌的态度更加积极,正逐渐成为国货消费群体的主力。因此,国产品牌如何在营销中吸引“00后”消费者,拓宽市场将成为制定营销策略需要探讨的重点。基于消费者行为视角,对“00后”消费行为进行剖析,以国产服装品牌为例,运用SWOT研究方法,在分析国产服装品牌现状后,根据“00后”自身消费行为特点,从产品、价格、渠道等方面提出具体的营销策略,以期为国产服装品牌制定营销策略提供参考。

Today,with the rise of the“national trend”,as a part of the emerging young consumer groups,the“post-2000”generation has gradually accumulated a strong sense of cultural confidence and national identity.Their awareness of domestic products has gradually improved,and their attitude towards domestic brands has become more and more positive.They will become the main force of domestic consumer groups.Therefore,how to attract“post-2000”consumers and broaden the market will become the focus of marketing strategy.Based on the perspective of consumer behavior,this paper analyzes the“Post-00”consumer behavior,taking domestic clothing brands as an example,using SWOT research method,after analyzing the current situation of domestic clothing brands,according to the characteristics of“Post-00”consumer behavior,combined with product strategy,price strategy,channel strategy and other marketing methods,to provide reference for domestic clothing brands to formulate marketing strategies.