摘要面对传统媒体主导力的逐渐减弱,新媒体发展逐渐增强。许多品牌纷纷改变营销推广手段,服装品牌也不例外。本文主要讨论以下三个问题:1.传播媒体的变化是否真的能给本土品牌的发展带来实质性效果?2.以个案分析讨论如何将新媒体与本土服装品牌结合以达到最佳的传播效果?3.分析讨论本土服装品牌与新媒体结合程度,包括现状、推广效果以及存在的问题有哪些?47031
因此,首先对新媒体和本土品牌的基本情况进行梳理;其次,结合一系列知名服装品牌的营销传播情况总结出本土服装品牌现阶段运用新媒体平台成功的方式,最后,总结说明新媒体与本土服装品牌存在的问题,然后提出解决办法,希望能够给其他营销传播不足的服装品牌提供一些参考,并应用到实际的推广中。
毕业论文关键词:新媒体;本土服装品牌;营销传播;整合营销
Abstract
In the face of the gradual weakening of the traditional media, the development of new media has gradually increased. Many brands have changed the means of marketing and promotion, clothing brand is no exception. This paper mainly discusses the following three questions: 1 whether the changes in the spread of the media can really give a substantial effect to the development of local brands? 2 .Analysis and discuss how to combine the new media and local clothing brand to achieve the best effect? 3 .Analysis and discussion of the combination of local clothing brand and new media, including the present condition, the promotion effect and the existing problems?
So, first of all, the basic situation of new media and local brands to sort out; secondly, we summed up the local clothing brand stage by the success of the new media platform based on a series of well-known clothing brand marketing communication. Finally, the conclusion is that new media and local clothing brand, and then put forward the solution, hope to be able to give other marketing dissemination question clothing brand to provide some reference, and applies it to the actual promotion.
Keywords: New media;Local clothing brand;Marketing Communication;Integrated Marketing
目 录
绪 论 1
一、研究意义和目的 1
二、相关研究综述 1
三、本文研究内容和方法 2
第一章 相关概念简述 3
1.1新媒体概述 3
1.2中国本土服装品牌及其发展历程 4
1.3 我国服装行业经营模式发展历程 5
1.4本土服装品牌概念 6
1.5整合营销传播概述 6
第二章 新媒体对本土服装品牌的推动和相关营销方式 7
2.1新媒体对服装消费的影响 7
2.2新媒体时代本土服装品牌的主要营销方式 8
第三章 本土服装品牌与新媒体营销的个案分析 11
3.1韩都衣舍——充分利用新媒体平台,开启“霸屏”模式 11
3.2中国独立设计师品牌——充分利用明星效应,发展粉丝经济 12
3.3太平鸟——利用国内外资源,开展跨界合作新方式 13
3.4 茵曼——充分结合新旧媒体,探索各种可能性