摘要
针对消费转型升级后的时尚品牌消费者需求变化,通过问卷调查及数据分析界定时尚品牌的核心、次核心与外围要素,聚焦综合电商平台、自媒体平台、影视剧综艺植入、线上交互体验与实体店等时尚品牌核心要素,复合"时尚品牌线上线下感知价值"与"消费者驱动时尚品牌价值感知"模块,建构具有数字化、客制化特征的时尚品牌设计管理模式。
The paper studies the change of consumer demand of fashion brands after the transformation and upgrading of consumption.It defines the core,sub-core and peripheral elements of fashion brands through questionnaire survey and data analysis.It identifies integrated electric business platform,the media platform,content variety implant,online interaction experience and entity shop fashion brands such as the core elements of the compound"online perceived value of fashion brand"and"consumer-driven value perception of fashion brand"module.The purpose is to construct a fashion brand design management model with digital and customized characteristics.
作者
刘丽娴
朱倩倩
王明坤
LIU Lixian;ZHU Qianqian;WANG Mingkun(Zhejiang Sci-Tech University,310018 Hangzhou Zhejiang)
出处
《设计艺术研究》
2021年第4期23-28,共6页
Design Research
基金
浙江省科技厅软科学研究计划项目(2021C35110)
关键词
时尚品牌
数字化
客制化
消费者中心
fashion brand
digitization
customization
consumer center
