数字化背景下鞋服品牌传播策略研究

Brand Communication Strategy of Footwear and Clothing under Digital Background

数字化技术对于鞋服品牌的传播产生了深刻的影响,要求鞋服企业重新审视其自身定位及推广策略。本文基于数字化时代的发展趋势,重点分析了数字化发展对于鞋服品牌传播的影响及数字化背景下鞋服品牌传播的定位,并为鞋服品牌的高效推广及传播提出针对性建议。

Digital technology has had a profound impact on the communication of footwear and clothing brands,re⁃quiring footwear and clothing enterprises to re-examine their own positioning and promotion strategies.Based on the development trend of the digital era,this article focused on the impact of digital development on footwear and clothing brands communication and the positioning of footwear and clothing brand communication in the digital context,and put forward targeted suggestions for the efficient promotion and communication of footwear and clothing brands.