从营销策略视角看城市品牌形象的建构--以巴黎时尚形象为例

城市形象是城市品牌打造的重要载体,人们对于城市的“主观印象”依赖于城市形象的有效传播。通过全面的城市营销策略设计,实现城市时尚形象的广泛传播,为城市品牌资产的塑造提供了重要的推动作用。本文系统梳理了城市形象与城市营销的相关研究,并以巴黎这一“全球时尚之城”为例,通过城市品牌营销视角探讨巴黎时尚形象的构建与传播,以期丰富城市品牌、城市形象和城市营销的相关研究,并为其他城市塑造时尚形象提供借鉴和启发。

都是时尚惹的祸？——Xelibri、第五季、他＋她-的时尚化策略误区

一个时尚的概念只是品牌一件漂亮的外衣如果没有丰富的品牌内涵，就无法获得消费者的认同，就不能体现品牌的号召力，这样的品牌就不能长远。

零售企业再定位策略实证研究

面对市场环境的变化,许多企业都通过再定位策略在保持原有优势的基础上寻求突破。沃尔玛是世界零售业的巨头,以"天天平价"作为其主要市场定位策略,赢得了平民消费者的青睐,获得举世瞩目的成就,并在人们的心目中树立了"质优价廉"的企业形象。但如今由于内外环境的变化,沃尔玛要重新审视自己,为自己在市场中重新找到合适的位置,实施再定位策略。

时尚杂志的全媒体运作模式与营销策略分析——以《红秀Grazia》为例

在21世纪,时尚杂志进入了大众传播营销时代,在竞争激烈的时尚杂志界,有效的营销方式将成为战胜对手的有力武器。本文以中国时尚杂志市场为研究背景,结合时尚杂志的有关理论和实践,本文将以个案研究的方式合统计学、市场营销学、传播学等学科进行研究。以《红秀Grazia》为例分析其在全媒体平台的独特运作方式与营销策略以此来为时尚杂志行业的全媒体运作模式提供发展借鉴。

The analysis of marketing strategy of fast fashion brand from the success of＂H＆M＂

In recent years, in fashion industry, especially in clothing market industry, the development of fast fashion brands is very rapid, the accounts in clothing market is more and more, which has become art indispensable part in clothing market field. It can be said the fast fashion brand takes a deep shock for whole clothing market, and it has made some clothing brands take introspection about their traditional and old marketing mode. Fast fashion brands just catch the consumer psychology of current consumers （especially young consumers）, a smart of consumers are attracted to buy for its ＂fair price＂ , ＂ high quality＂ , ＂fashion＂ and other characteristics. In this paper, the success case of the most successful ＂H＆M＂ brand is taken as entry point, then the marketing strategy of fast fashion brands is explored and analyzed to find out the ＂magic weapon＂ of fast fashion brands＇ development, and it is provided some reference and suggestions for marketing strategy improvement of traditional clothing brands.