基于体验营销的服装品牌设计策略

发布时间：2018-05-17 03:09

本文选题：体验 + 体验经济　；参考：《青岛大学》2009年硕士论文

【摘要】： “体验”作为一种心理和情感的样态,是人类的基本生存方式之一,在人类历史发展的过程中有着十分重要的意义。自20世纪以后,经济增长愈来愈受到需求因素的制约。“体验”在现代经济中逐渐凸显出来,为经济发展提供了新的动力和支撑点。伴随着体验经济的到来,开辟了品牌产品的黄金时代。品牌是最重要也是最基本的体验提供者。体验营销将品牌名称、标识、口号、活动与消费者联系,建立感官、情感、创新性的联系和生活方式与品牌之间的关联,使品牌成为诱发感知、情感和联想的丰富资源,实现难忘的积极的品牌体验。作为第一大消费品的服装行业,“品牌”概念更是早已深入人心,企业依靠成功的品牌设计策略,创造了经久不衰的世界知名品牌。基于体验营销的服装品牌策略,是以消费者的个性体验为基础,从感官、情感、思考、行为和关联5个方面,人性化的把品牌与消费者的心理、感情、社会生活紧密联系,满足当代消费者身体需求、实现其自我价值和社会语言的表达,促进品牌忠诚度,增加品牌亲和力。全方位诠释品牌文化,深化品牌内涵,凸显与众不同的品牌形象,建立强势品牌。
[Abstract]:As a kind of psychological and emotional state, "experience" is one of the basic ways of human existence, which is of great significance in the course of the development of human history. Since the 20th century, economic growth has been increasingly constrained by demand factors. "experience" gradually highlights in the modern economy, and provides a new impetus and support point for economic development. With the coming of experience economy, the golden age of brand products has been opened up. Brand is the most important and basic experience provider. Experience marketing links brand names, logos, slogans, activities and consumers, establishes sensory, emotional, innovative connections and links between lifestyle and brands, making the brand a rich source of perception, emotion and association. Achieve an unforgettable positive brand experience. As the largest consumer clothing industry, the concept of "brand" has been deeply rooted in the people's heart, the enterprise relies on the successful brand design strategy, has created the enduring world famous brand. The clothing brand strategy based on experience marketing is based on the individual experience of consumers, from the sensory, emotional, thinking, behavior and relevance of five aspects, humanized brand and consumer psychology, feelings, social life closely linked, To meet the needs of contemporary consumers, to realize their self-worth and social language expression, to promote brand loyalty, and to increase brand affinity. Interpret brand culture in all directions, deepen brand connotation, highlight distinctive brand image and establish strong brand.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F274;F426.86

【引证文献】