基于Kano模型的牛仔服装可持续营销平台策略

Sustainable Marketing Platform Strategy for Denim Clothing Based on Kano Model

以牛仔服装品类为研究对象,探讨符合Z世代消费者需求认知的可持续营销策略。通过前期访谈提炼消费者需求要素,引入Kano模型进行问卷调研,结合Better-Worse系数归类需求属性并排序优先级。研究表明,可持续营销策略应建立于产品的全生命周期流程的综合性思考上;个性化定制、环保认证吊牌的配备等趣味、潮流、信赖要素的介入,能提升Z世代消费者关注度;基于模块化思维的remake再造策略为闲置服装的处理方式提供新解决思路。

Taking the denim clothing category as the research object,the sustainable marketing strategy in line with the demand cognition of Generation Z consumers was explored.The factors of consumer demand were extracted through preliminary interviews,and the Kano model was introduced for questionnaire survey,while the demand attributes were classified and prioritized by combining Better-Worse coefficients.The results show that the sustainable marketing strategy should be based on the comprehensive thinking of the whole life cycle process of the product.Personalized customization,environmental certification tag equipped with fun,trend,trust elements of the intervention can enhance the attention of Generation Z consumers.The remake strategy based on modular thinking provides a new solution to the disposal of idle clothing.