基于服装品牌在新媒体营销中的策略分析与研究

发布时间：2017-12-31 16:14

本文关键词：基于服装品牌在新媒体营销中的策略分析与研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着网络技术和数字技术的高速发展,新媒体的出现改变了人们日常生活的行为习惯,也改变了品牌营销的思维方式及传播途径。当前,新媒体营销的价值受到各行各业的广泛关注,国内外的一些知名品牌也积极利用新媒体展开市场营销,并获得良好反馈。因此,服装品牌也要紧跟时代步伐,正确利用新媒体带来的机遇与挑战。尽管新媒体具有广泛的应用前景,但新媒体营销在服装领域发展时间尚短,缺少实践经验,大部分服装品牌还处于模仿或摸索阶段。本文研究的目的在于通过探索新媒体营销的渠道及方式,寻找适合服装品牌的新媒体营销策略,试从理论和实践的角度为服装品牌在新媒体环境下的发展提供参考。首先,本文对新媒体环境下服装品牌营销现状进行剖析,具体探究新媒体的出现使得服装品牌营销策略发生的转变;其次,以搜索引擎营销、社交网络营销、移动营销等相关理论为基础,深入探寻新媒体营销在服装品牌中的策略应用;最后在通过对A服装公司的学习实践后,获取其相关资料和大量数据进行分析总结,详细研究A公司的新媒体营销策略,并总结其优势与不足,为服装品牌在新媒体营销上的发展提供启示。本文为服装品牌提出四大新媒体营销策略,以满足服装品牌实现精准化、差异化、互动式、立体式的多样化市场营销策略。服装品牌还应结合自身品牌形象、产品、特色、服务等诸多因素建立起适合自己的整合营销战略,探索出一条适合自身品牌发展的新媒体道路。
[Abstract]:With the rapid development of network technology and digital technology, the emergence of new media has changed people's daily life habits, but also changed the way of thinking of brand marketing and communication channels. The current widespread concern, the value of new media marketing from all walks of life, some well-known brands at home and abroad are also actively use new media marketing. And get good feedback. Therefore, the clothing brand is to keep pace with the times, the correct use of the opportunities and challenges brought by new media. Although the new media has a wide application prospect, but the new media marketing in the clothing field development time is short, the lack of practical experience, most of the clothing brand is still in the imitation or exploration stage. The purpose of this study is through the channels and ways to explore new media marketing, looking for new media marketing strategy for the clothing brand, try from the perspective of theory and Practice for the clothing brand To provide reference in the development of the new media environment. Firstly, the present situation of garment brand marketing under the new media environment analysis, specific exploration of new media makes the change of the clothing brand marketing strategy; secondly, to search engine marketing, social marketing, mobile marketing theory as the foundation, further explore the application strategy new media marketing in the clothing brand in the end; in learning through practice of A company, analyzed and summarized to obtain the relevant information and data, the new media marketing strategy with A's research, and summarizes its advantages and disadvantages, for the clothing brand to provide inspiration in the development of new media marketing. This is the clothing brand put forward four new media marketing strategy, in order to meet the clothing brand to achieve accurate, differentiated, interactive, diversified marketing strategy three-dimensional clothing brand should be combined with. Many factors, such as brand image, product, characteristic, service and so on, have set up their own integrated marketing strategy and explored a new media way suitable for their brand development.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.86

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