国潮服装品牌在低价营销策略下的品牌价值和影响力:现状与挑战

On Brand Value and Influence of National-Trend Fashion Brands Under Low-Price Marketing Strategy:Current Situation and Challenges

本文旨在探讨国潮服装品牌在低价营销策略下的品牌价值和影响力现状及所面临的挑战。通过对相关文献的回顾和市场调查,发现低价营销策略在短期内可能会提高品牌的市场份额和销售额,但长期来看,这种策略可能导致品牌价值受损和影响力下降。本文通过实证研究方法,对多个国潮服装品牌进行了深入调查和分析,结果表明,低价营销策略对品牌形象、品牌忠诚度和消费者口碑等方面产生了负面影响。同时,本文还探讨了国潮服装品牌在实施低价营销策略时所面临的质量控制、利润空间和竞争环境等方面的挑战,并提出了相应的建议和解决方案。

The purpose of the paper is to discuss the status quo of brand value,influence and the challenges faced by the national-trend fashion brands under the low-price marketing strategy.Through the review of relevant literature and market investigation,it is found that low-price marketing strategy may increase the market share and sales of the brand in the short term,but in the long run,this strategy may lead to the damage of brand value and the decline of influence.Through the empirical research method,the paper makes an in-depth investigation and analysis of several national-trend fashion brands.The results show that the low-price marketing strategy has a negative impact on brand image,brand loyalty and public praise of consumers.At the same time,the paper also discusses the challenges of quality control,profit margin and competitive environment in the implementation of low-price marketing strategy,and puts forward corresponding suggestions and solutions.