[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):117-122.
　SHEN Lei,ZHANG Jingyu.Chinese Clothing Brand Innovation Strategy in the Age of Big Data[J].Journal of Clothing Research,2016,1(01):117-122.
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大数据时代的中国服装品牌创新策略()
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《服装学报》[ISSN:2096-1928/CN:32-1864/TS]

卷:
第1卷
期数:
2016年01期
页码:
117-122
栏目:
出版日期:
2016-01-15

文章信息/Info

Title:
Chinese Clothing Brand Innovation Strategy in the Age of Big Data
文章编号:
2096-1928(2016)01-0117-06
作者:
沈 雷;  张竞羽
江南大学 纺织服装学院,江苏 无锡 214122
Author(s):
SHEN Lei;  ZHANG Jingyu
School of Textile and Clothing,Jiangnan University,Wuxi 214122,China
分类号:
TS 941.742
摘要:
通过对国内外品牌价值排行榜研究,分析我国服装品牌发展的现状和存在问题。从延伸产业链、运营模式、科技运用、文化内涵与品牌形象塑造、移动营销型企业管理等方面分析我国服装品牌的未来发展趋势,以此提出服装品牌创新途径。
Abstract:
In the coming era of big data, the brand marketing era which takes the brand competitiveness as the core brings opportunities and challenges to the clothing enterprises. In the current study, China’s clothing brand development status and existing problems have been analyzed through the research of domestic and foreign brand value rankings. The future deve-lopment trend of China’s clothing brand has been analyzed from several aspects of extending the industrial chain, mode of operation, the use of science and technology, cultural connotation and brand image building, mobile marketing type of enterprise management.And this paper proposes several ways for clothing brand innovation.

参考文献/References:

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备注/Memo

备注/Memo:
收稿日期:2015-11-18; 修订日期:2016-01-12。
作者简介:沈 雷(1963—),男,教授,硕士生导师。主要研究方向为服装设计与品牌。Email:sl999@sina.com
更新日期/Last Update: 2016-01-15