| 时尚营销:中国新奢侈服装品牌的致胜之道 |
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| 引用本文： | 温韬. 时尚营销:中国新奢侈服装品牌的致胜之道[J]. 未来与发展, 2008, 0(7) |
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| 作者姓名： | 温韬 |
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| 作者单位： | 大连大学经济管理学院,辽宁,大连,116622 |
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| 摘 要： | 就国内服装企业而言,打造中国新奢侈服装品牌已势在必行.本文首先分析了打造中国新奢侈服装品牌的原因,揭示了提供时尚体验是新奢侈服装品牌的行业本质.最后,本文还指出了打造新奢侈服装品牌的时尚营销之道,即一是突出品牌个性,把握时尚流行;二是实施嫁接营销,让品牌充满活力;三是紧扣行业本质,实行虚拟经营;四是关注终端细节,发挥口碑威力.
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| 关 键 词： | 新奢侈品 服装品牌 时尚营销 |
Fashion Marketing: The Way for Chinese New Luxury Fashion Brands to Win in the Competition |
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| WEN Tao. Fashion Marketing: The Way for Chinese New Luxury Fashion Brands to Win in the Competition[J]. Future and Development, 2008, 0(7) |
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| Authors: | WEN Tao |
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| Affiliation: | WEN Tao (School of Economics , Management,Dalian University,Liaoning Dalian 116622,China) |
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| Abstract: | It is very urgent for domestic fashion enterprises to build new luxury fashion brands in China. The paper firstly analyzes the reasons of building new luxury fashion brands in China, discloses that providing fashion experience is the industry essence of new luxury fashion brands. Finally, it indicates the four strategies in fashion marketing that Chinese fashion enterprises build new luxury fashion brands. Namely, the first one is that Chinese enterprises should pay attention to both brand personality and f... |
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| Keywords: | new luxury fashion brand fashion marketing |
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