女性服装的创意文化营销策略研究

发布时间：2018-05-15 09:18

本文选题：女性服装 + 文化营销　；参考：《陕西师范大学》2015年硕士论文

【摘要】：由于文化全球化、信息海量化、媒体碎片化,营销领域的竞争形成一副全新局面,企业间的竞争也日渐加剧。在一个全新的竞争环境下,企业要真正实现有效传播的关键就是,如何将消费者的视线从浩如烟海的信息包围中吸引住,最大程度地拥有消费者的时间,以更有效的方式与其沟通,并使消费群体对产品产生信任与兴趣,这是促使营销传播从大众传播到分众传播,再向创意营销传播过度的内在驱动力。“消费者并不讨厌广告,只是讨厌与自己不相关的广告”1,在新媒体环境下,能充分利用营销信息的创新性内容和传播渠道的综合效用,引发消费者共鸣和兴趣,并防止其关注点分散和飘移,是企业面临的新型挑战。为克服挑战,持久发展,企业的营销传播必须具有创新性。服装行业是一个包容性很强的行业,企业规模的大小与否,并不直接影响市场扩增和经济效益。对于企业而言,重在找准营销渠道对自身进行有效宣传。在服装领域,众多的广告、促销等营销方式数不胜数,然而真正高效的营销策略为数不多。当代消费者着装追求个性凸显,风格独立,服装则当之无愧地成为了融合多种文化内涵,展现中国女性个性、品味及生活追求的外在元素。对此,对原有文化营销策略的创新不仅能够吸引消费者,更能稳定、巩固企业所面向的消费市场额及潜在消费领域。女性服装的品牌繁多、流行性强,克隆、雷同现象突出,而企业试图在激烈的市场竞争中占有一席之地,则需要明确市场环境及市场需求,尽可能地满足不同年龄层次,不同经济地位以及文化背景的消费者需要。本研究内容通过分析女性服装行业发展环境、市场现状,以及消费者的消费行为和消费心理,以使企业更好地了解市场,对消费者特征进行更好的把握。本课题旨在通过在传播学学科相关理论学习基础上,研究国内外营销理念、实践案例,在分析女性服装行业市场环境、营销渠道选择及传统营销方式的前提下,探索创意文化元素在企业发展中的重要性,研究并提出对现代女性服装行业发展有益的创意营销理念及策略引导,从而增强企业的市场竞争力,推动持久发展,利于企业培养忠实消费者,获取稳固市场,从而赢得长期经济效益。与此同时,结合消费者的生活方式和消费习惯的相关分析,了解市场特征、消费行为及受众心理,对营销模式的创新性进行重新思考。并对行业的未来发展进行了前景预测和趋势观察。在研究论述过程中,同时运用服装行业之外的多方营销案例作为举例说明,对创意营销策略的研究和实践具有广泛的借鉴意义。通过研究,融合“营销4.0”这一新型概念和发展趋势,重新定义了创意营销的内涵,并得出一些新的营销见解。并表明,虽然当今社会处于大数据时代,企业发展和营销策略的制定也不能过于依赖数据统计。市场细分和消费者分类对企业而言的重要性不可否认,然而,对其精准性的依赖程度应适当减弱,同时随时做好应对变化的准备。
[Abstract]:Because of the globalization of the culture, the mass of information, the fragmentation of the media, the competition in the marketing field, a new situation has been formed and the competition among enterprises is becoming more and more intense. In a new competitive environment, the key to the real realization of effective communication is how to attract the consumer's visual line from the massive information encircling, to the maximum extent To have the time of the consumer, to communicate with it in a more effective way, and to make the consumer group trust and interest the product, which is the internal driving force to promote marketing communication from the mass to the public, and then to the creative marketing. "Consumers do not hate advertising, but they hate ads that are not related to themselves" 1, in New Media In physical environment, it is a new challenge for enterprises to make full use of the innovative content of marketing information and the comprehensive utility of communication channels, to arouse the resonance and interest of the consumers, and to prevent their attention from dispersing and floating. In order to overcome the challenges and develop the market, the marketing communication must be innovative. The clothing industry is an inclusive and strong one. Industry, the size of the enterprise size or not, does not directly affect the market expansion and economic benefits. For enterprises, it is important to find the marketing channels to promote their own effective propaganda. In the field of clothing, many advertising, promotion and other marketing methods are innumerable, but the real efficient marketing strategy is few. Prominence, style independence, clothing is worthy of the integration of various cultural connotations, showing the external elements of Chinese women's personality, taste and life pursuit. To this, the innovation of the original cultural marketing strategy can not only attract consumers, but also be able to stabilize, consolidate the consumption market and potential consumption areas of the enterprise. There are many brands, strong popularity, clones and prominent phenomena. While enterprises try to occupy a place in the fierce market competition, they need to clear the market environment and market demand, and meet the needs of consumers of different ages, different economic status and cultural background as far as possible. In order to make the enterprise better understand the market and grasp the characteristics of the consumer better, the environment, the market situation, the consumer behavior and the consumer psychology are designed to study the domestic and foreign marketing ideas, practice cases, and analyze the market environment and marketing of the women's clothing industry. On the premise of channel selection and traditional marketing, the importance of creative culture elements in the development of enterprises is explored, and the creative marketing concept and strategy guidance for the development of modern women's clothing industry are studied and proposed, so as to enhance the competitiveness of the enterprises, promote the sustainable development, and help enterprises to cultivate loyal consumers and obtain a firm market. At the same time, according to the analysis of consumer lifestyle and consumption habits, the market characteristics, consumer behavior and audience psychology are understood, and the innovation of marketing model is rethought. The future development of the industry is predicted and the trend is observed. Using the case of multi marketing outside the garment industry as an example, it has extensive reference to the research and practice of creative marketing strategy. Through the research and the integration of the new concept and development trend of "marketing 4", the connotation of creative marketing is redefined, and some new marketing ideas are obtained. In the era of big data, the development of enterprises and the formulation of marketing strategies can not be too dependent on data statistics. The importance of market segmentation and consumer classification is undeniable for the enterprise. However, the degree of dependence on its precision should be weakened properly, and at the same time it is ready to deal with the change at any time.

【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.86;F274

【参考文献】