[1]薛 帆,沈 雷*.文化营销视角下服装品牌形象塑造及运用[J].服装学报,2018,3(03):274-277.
　XUE Fan,SHEN Lei*.Application of Fashion Brand Image Building From the Perspective of Cultural Marketing[J].Journal of Clothing Research,2018,3(03):274-277.
点击复制

文化营销视角下服装品牌形象塑造及运用()
分享到：

《服装学报》[ISSN:2096-1928/CN:32-1864/TS]

卷:
第3卷
期数:
2018年03期
页码:
274-277
栏目:
服装品牌营销
出版日期:
2018-06-30

文章信息/Info

Title:
Application of Fashion Brand Image Building From the Perspective of Cultural Marketing
作者:
薛 帆;  沈 雷*
江南大学 生态纺织教育部重点实验室,江苏 无锡 214122
Author(s):
XUE Fan;  SHEN Lei*
Key Laboratory of Eco-Textiles,Ministry of Education, Jiangnan University,Wuxi 214122, China
分类号:
TS 941.12
文献标志码:
A
摘要:
文化营销是提升服装品牌文化内涵与价值的重要营销手段,因此受到服装企业的高度重视。通过对文化营销内涵的分析,运用文化营销战略对服装品牌形象进行塑造,并探讨其对服装品牌形象所产生的影响。基于文化营销战略提升产品及品牌的附加值,从而达到消费者和企业共赢的目标。
Abstract:
Cultural marketing is a marketing tool which plays an important role in enhancing the added value of brand. Therefore, more and more attention has been paid to garment enterprises. This article through to the cultural marketing connotation carries on the analysis research, uses the cultural marketing strategy to mold to the clothing brand image, studies the cultural marketing to the clothing brand image formation influence. Based on the cultural marketing strategy, the cultural value is attached to the clothing brand, and the added value of products and brands is promoted, so as to achieve the win-win goal of consumers and enterprises.

参考文献/References:

[1] 罗子明.品牌形象的构成及其测量[J].北京工商大学学报(社会科学版),2001,16(4):19-22.
LUO Ziming. The composition and measurement of brand image[J]. Journal of Beijing Technology and Business University(Social Sicence), 2001,16(4):19-22.(in Chinese)
[2] 陈放.品牌学——中国品牌实战原理[M].北京:时事出版社,2002.
[3] 王元勇,王增明.强势品牌创建与发展[M].北京:工商出版社,2002.
[4] 李俊.服装商品企划学[M].北京:中国纺织出版社,2005.
[5] 吕林.基于顾客价值理论的文化营销研究[D].大连:大连理工大学,2006:7-8.
[6] 白光.品牌文化一中外品牌案例[M].北京:时代经济出版社,2006.
[7] 菲利普·科特勒.营销管理[M].梅汝和,梅清豪,译.北京:中国人民大学出版社,2002.
[8] 马清学,张鹏伟.影响顾客忠诚度因素探析[J].区域经济评论,2003(4):34-35.
MA Qingxue,ZHANG Pengwei.Analysis of the factors in fluencing customer loyalty[J].Regional Economic Review,2003(4):34-35.(in Chinese)
[9] 余薇.品牌全球化的跨文化研究[D].成都:四川大学,2005.
[10] 威廉·M·普莱德.市场营销学[M].北京:清华大学出版社,2012.
[11] AAKER D A. Measuring brand equity across products and markets[J]. Caufornia Management Review,1996(38): 102-120.
[12] WALKER S J. Thinking about brand equity and the analysis of customer transactions[J].Journal of Management, 1991, 23(2): 65-79.
(责任编辑:张 雪,邢宝妹)

相似文献/References:

[1]沈 雷,张竞羽.大数据时代的中国服装品牌创新策略[J].服装学报,2016,1(01):117.
　SHEN Lei,ZHANG Jingyu.Chinese Clothing Brand Innovation Strategy in the Age of Big Data[J].Journal of Clothing Research,2016,1(03):117.
[2]吴 艳,季凤芹,史雅杰.基于新经济时代下服装品牌视觉营销体系[J].服装学报,2016,1(02):249.
　WU Yan,JI Fengqin,SHI Yajie.Research on the Visual Merchandising System of Clothing Brand in the New Economic Era[J].Journal of Clothing Research,2016,1(03):249.
[3]张春明,李 倩.快时尚服装品牌微信公众号的PSCM营销[J].服装学报,2017,2(05):465.
　ZHANG Chunming,LI Qian.Study on PSCM Marketing of WeChat Public Account of Fast Fashion Clothing Brand[J].Journal of Clothing Research,2017,2(03):465.
[4]周 捷,李亚男.服装品牌营销中二次元文化循环[J].服装学报,2022,7(02):159.
　ZHOU Jie,LI Yanan.Research on the Two-Dimensional Cultural Cycle in Clothing Brand Marketing[J].Journal of Clothing Research,2022,7(03):159.
[5]王云仪,黄婉蓉.冬季户外服装的功能设计及用户需求匹配度分析[J].服装学报,2023,8(06):513.
　WANG Yunyi,HUANG Wanrong.Functional Design and User Demand Matching Degree Analysis of Winter Outdoor Clothing[J].Journal of Clothing Research,2023,8(03):513.

更新日期/Last Update: 2018-06-30