数字经济背景下服装品牌营销策略研究

Marketing Strategies of Apparel Brands in the Digital Economy Era

在数字时代和消费心理转变相碰撞之下,把握当下服装消费心理,能为品牌提供新的机遇。由于数字时代网络检索功能发达,使品牌更符号化,人们对于服装品牌具备更加便捷的识辨,品牌理念使品牌形象突显出差异感和优越性。文章以时代背景下服装消费心理为切入点,分析了数字技术的广泛应用和深度融合。研究认为,数字经济正在改变着传统经济的生产方式、交易方式和商业模式,推动着经济社会的持续发展和进步。

In the collision between the digital age and shifting consumer psychology,understanding current apparel consumption trends presents new opportunities for brands.With the advanced search capabilities of the digital era,brands become more symbolic,offering people a more convenient recognition of apparel brands.Brand ideologies highlight the uniqueness and superiority of brand images.This study takes consumer psychology in the context of the times as the starting point,analyzing the extensive application and deep integration of digital technologies in clothing consumption.It suggests that the digital economy is transforming traditional modes of production,transaction,and business models,driving continuous development and progress in economic and social spheres.