摘要
根据十三余的相关文献和十三余汉服品牌的案例分析,结合《市场营销学》和《电子商务》理论知识,分析新媒体时代汉服品牌的营销推广策略,得出十三余品牌的推广与营销模式有利又有弊的结论。首先,十三余应注意服务营销、知识产权营销以及文化营销,并对自身存在的问题进行改善;其次,应该利用优势抓住机会,提高产品和服务质量,提升品牌影响力,提高消费者忠诚度。
According to Shi San Yu relevant literature and the case analysis of Shi San Yu Hanfu brands,combined with the theoretical knowledge of Marketing and E-commerce,we analyze the marketing strategy of Hanfu brands in the new media era,conclude that the promotion and marketing model have advantages and disadvantages.Firstly,Shi San Yu should pay attention to service marketing,intellectual property marketing and cultural marketing,and improve their own problems;secondly,they should take advantage to seize opportunities,enhance the quality of product and service,brand influence and consumer loyalty.
作者
陈鑫鑫
李书林
原子安
邱晓凤
孙祥瑞
Chen Xinxin;Li Shulin;Yuan Zi’an;Qiu Xiaofeng;Sun Xiangrui(Tibet University,Lhasa 850000,China)
