基于移动互联网下服装品牌的推广及应用研究

发布时间：2018-03-23 06:05

本文选题：服装品牌　切入点：移动互联网　出处：《江南大学》2017年硕士论文　论文类型：学位论文

【摘要】：李克强总理在2015年的两会期间中首次提出“互联网+”的概念并制定相应实施计划,表示互联网的快速发展对国家传统行业经济转型具有积极的促进作用,政府全力推动移动互联网、物联网、云计算等与现代制造业相结合,互联网+传统行业的概念及运行模式应运而生,它的出现加速了传统行业的发展,在新的大数据环境下创造一种新的生态模式。近年来随着网络技术的发展和移动设备的不断更新、普及和使用,移动互联网在中国掀起了热潮,成为主流的网络和消费环境,而在“互联网+”的推动下传统的服装行业融合移动互联网的移动性、开放性、便捷性使得其推广环境和渠道发生了根本性的变化,从传统的商场、展会到后期的网购发展到至今社交平台、移动商务、媒体互动等手段和渠道下多元立体化的移动互联网推广环境,中国服装品牌面临着新的机遇和挑战。针对新的环境和挑战,本文将服装品牌的推广放在了移动互联网的消费环境下,首先,研究了移动互联网、服装品牌推广的相关理论知识以及两者之间的必然联系;其次了解了消费者对移动设备的依赖,并对移动互联网的产生、特征及发展前景做了分类与说明,分析了移动互联网下品牌推广的优势和必然性;结合其优势与服装品牌运营的实际情况,针对移动互联网的推广环境提出服装品牌“社会热点、社交媒体、互动体验、网络现象和商务多平台”推广策略的创新;最后,运用移动互联网下服装品牌的推广策略对光合能量服装品牌进行实践应用,应证了其策略的可实施性和一定的市场价值。应用结果表明,在信息科技快速发展的4G时代,企业想要健康运营应注重消费者的消费体验,加深品牌与消费者的创意互动,以消费者至上的原则,适应消费者的消费习惯和网络时尚的发展来改进品牌的推广策略以及提升品牌的推广服务。在创造销售业绩的同时让品牌推广带给消费者更多的便捷、互动和趣味性体验,与消费者形成双效推广的主体,适应了移动互联网的发展及移动市场的需求。笔者希望本课题的研究能够对未来服装企业运用移动互联网进行品牌推广提供一定的理论支撑和实践参考,以期对未来服装品牌的推广具有积极的引导和推动作用。
[Abstract]:Premier Li Keqiang put forward the concept of "Internet" for the first time during the two sessions in 2015 and formulated a corresponding implementation plan, saying that the rapid development of the Internet has a positive role in promoting the economic transformation of the country's traditional industries. The government is fully promoting the combination of the mobile Internet, the Internet of things, cloud computing and modern manufacturing. The concept and operation mode of the traditional industry of the Internet have emerged as the times require, and its emergence has accelerated the development of the traditional industry. In recent years, with the development of network technology and the continuous updating, popularization and use of mobile devices, the mobile Internet has set off an upsurge in China and become the mainstream network and consumption environment. Under the impetus of "Internet", the traditional clothing industry integrates the mobility, openness and convenience of the mobile Internet, which makes its promotion environment and channels change fundamentally, from the traditional shopping malls, In the later stage of the exhibition, online shopping has developed to the present social platform, mobile commerce, media interaction and other means and channels. Under the multi-dimensional mobile Internet promotion environment, Chinese clothing brands are facing new opportunities and challenges. In view of the new environment and challenges, In this paper, the promotion of clothing brands in the mobile Internet consumption environment, first of all, the study of mobile Internet, clothing brand promotion related theoretical knowledge and the inevitable relationship between the two; Secondly, it analyzes the dependence of consumers on mobile devices, and classifies and explains the emergence, characteristics and development prospects of mobile Internet, and analyzes the advantages and inevitability of brand promotion under mobile Internet. Combined with its advantages and the actual situation of clothing brand operation, aiming at the promotion environment of mobile Internet, this paper puts forward the innovation of the promotion strategy of clothing brand "social hot spot, social media, interactive experience, network phenomenon and business multi-platform". The application of the promotion strategy of clothing brand under the mobile Internet to the photosynthetic energy clothing brand has proved its implementability and certain market value. The application results show that in the 4G era of rapid development of information technology, Enterprises should pay attention to the consumer's consumption experience, deepen the creative interaction between brands and consumers, and follow the principle of consumer first. Adapt to consumer consumption habits and the development of online fashion to improve brand promotion strategies and promote brand promotion services. While creating sales results, brand promotion will bring consumers more convenient, interactive and interesting experience. Forming the main body of dual effect promotion with consumers, The author hopes that the research of this topic can provide some theoretical support and practical reference for the future clothing enterprises to use mobile Internet for brand promotion. With a view to the future promotion of clothing brands have an active role in guiding and promoting.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TN929.5;TP393.01;F273.2;F426.86

【参考文献】