摘要
汉服文化源远流长,是中华民族千年来的文化结晶。现代汉服在保留传统汉服形制的基础上经过优化,更加实用且方便穿着,同时消费者对传统汉服日常化的呼声也越来越高。文章通过问卷调查,分析了消费者对现代汉服的态度以及消费现状,并以市场上3个汉服品牌为例,进一步分析了汉服营销推广中存在的问题,最后给出相关建议。
Hanfu culture has a long history and is the cultural crystallization of the Chinese nation for thousands of years.Modern Hanfu has been optimized on the basis of retaining the traditional Hanfu shape,which is more practical and convenient to wear.At the same time,consumers’voice for the daily use of traditional Hanfu is also growing.Through the questionnaire survey,this paper analyzes the consumers’attitude towards modern Hanfu and the current consumption situation.Taking three Hanfu brands in the market as examples,it further analyzes the problems existing in the marketing and promotion of Hanfu,and finally gives relevant suggestions.
作者
张佳星
雷雨婷
陈婧
杨淑悦
杨阳
郑捷
Zhang Jiaxing;Lei Yuting;Chen Jing;Yang Shuyue;Yang Yang;Zheng Jie(School of Management,Xi’an Polytechnic University,Xi’an 710048,China)
基金
陕西省大学生创业训练项目,西安工程大学大学生创新创业训练项目“传统汉服的现代化——汉胥景有限责任公司商业计划书”(S202110709131X)。
关键词
现代汉服
文化
发展困境
营销策略
modern Hanfu
culture
development dilemma
marketing strategy
