摘要
结合品牌推广的特性及构成要素,分析多平台营销模式下的服装品牌推广,介绍多平台的分类、内在机制、品牌推广优势等。详细阐述服装品牌多平台推广流程,包括宽度推广、深度推广、品牌维护,指出推广效益的主观和客观影响因素,并针对多平台模式提出服装品牌推广的新策略,包括线上线下联动、实时互动、代言等推广策略,有利于促进服装品牌在新环境下的推广。
Combining with the characteristics and components of brand promotion, the clothing brand promotion was analyzed under muhi-plafform mode, and the paper introduces the classification of multi-platforms, inner mechanism and brand advantages. It introduces in detail the multi-platform promotion flow of clothing brand including the width promotion, depth promotion and brand maintenance. The subjective and objective factors of promotion profit were pointed out, and the new strategies of clothing brand promotion have been put forward for the muhiplatform mode, including online linkage, real-time interaction, endorsements and so on, which is conducive to promoting the clothing brand promotion in new environment.
出处
《针织工业》
2016年第5期58-61,共4页
Knitting Industries
基金
国家自然科学基金青年基金项目(F030705)
2015年度第二批纺织科学与工程重中之重学科和"纺织纤维材料与加工技术"国家地方联合工程实验室开放基金项目(2015KF18)
江苏省产学研前瞻性联合研究项目(SBY201320235)
关键词
服装品牌
品牌推广
多平台模式
推广策略
Clothing Brand
Brand Promotion
Multi-platform Mode
Promotion Strategy
