[1]白艳慧,王宏付*.服装品牌联名营销策略分析[J].服装学报,2019,4(04):366-371.
 BAI Yanhui,WANG Hongfu*.Analysis of Clothing Brand Joint Marketing[J].Journal of Clothing Research,2019,4(04):366-371.
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服装品牌联名营销策略分析()
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《服装学报》[ISSN:2096-1928/CN:32-1864/TS]

卷:
第4卷
期数:
2019年04期
页码:
366-371
栏目:
服装品牌营销
出版日期:
2019-08-30

文章信息/Info

Title:
Analysis of Clothing Brand Joint Marketing
作者:
白艳慧;  王宏付*
江南大学 纺织服装学院,江苏 无锡 214122
Author(s):
BAI Yanhui;  WANG Hongfu*
School of Textile and Clothing, Jiangnan University, Wuxi 214122, China
分类号:
:TS 941.13
文献标志码:
A
摘要:
近年来有许多服装品牌选择联名营销的方式。通过对一些服装联名营销案例进行分析,总结了联名中出现的问题; 采用文献查阅法搜集相关资料,探讨了品牌选择联名的动因; 通过问卷调查的方法分析了消费者面对联名产品时的心理状况,为服装品牌更好地联名营销提出建议。调查分析认为,服装品牌在进行联名营销时合理选择合作品牌,注重联名事件的曝光度,重视联名服装产品的质量与设计,将有利于提升服装品牌联名效果,并有助于品牌建设。
Abstract:
In recent years, many clothing brands have chosen the joint marketing method.This paper summarizes the current joint marketing method of clothing brands through some cases, analyses the problems in the joint marketing, and explores the motivation of brand in choosing joint marketing by means of literature review and data collection. Then the paper discusses the psychological situation of consumers when they face joint-name garment through questionnaire survey.Suggestions are put forward for better joint marketing of clothing brands.It is believed that when carrying out joint marketing, clothing brands should reasonably choose cooperative brands, pay attention to the exposure of joint events, and pay more attention to the quality and design of joint clothing products, which will be conducive to the effect of joint marketing and brand building.

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更新日期/Last Update: 2019-09-03