市场营销毕业论文 浅析新媒体时代服装品牌的营销策略

摘要

随着新技术的发展，以互联网为首的各种新媒体陆续进入传播领域。新媒体的出现改变了人们的工作和生活方式，也改变了品牌营销的方式、范围和效果。新媒体的营销传播价值受到业界的很多关注，国内外一些知名品牌利用新媒体开展营销并取得良好效果。服装行业也要跟上时代的步伐，让新媒体为服装行业的营销传播服务。目前新媒体在服装营销中运用的理论和实践还比较少，本文就浅析新媒体在服装品牌的发展趋势。

本文，从新媒体的现状出发，把握服装品牌的营销特点，分析新媒体营销价值与服装营销之间的联系，从理论上分析新媒体中进行服装品牌营销的可行性，再结合消费者对新媒体的接受态度以及应用现状。对服装品牌利用电子杂志、微博、手机等新媒体开展营销传播活动的可行性进行了分析，其中微博作实例分析。最后提出未来服装品牌营销发展的建议。

关键词：服装；新媒体；品牌；营销传播

ABSTRACT

With the development of new technologies,the lnternet led to various new media continue to enter the communication field.The emergence of new media has changed the way people live and work,also changed the brand marketing way,range and effect.New media marketing communication value attracted a lot of attention,some well known domestic and foreign brands use of new media marketing and achieved good results.Clothing industry should keep pace with the times,make new media for the apparel industry marketing communication services.At present,using new media in clothing marketing theory and practice is still relatively small,this paper is of new media in the clothing brand development trend.

First ,from the new media,present situation,grasp the clothing brand marketing characteristics,analysis of new media marketing value and garment marketing links between,from theoretic analysis the new media in clothing brand marketing feasibility,combined with consumer to new media acceptance and application status.The clothing brand,using electronic magazine,micro ,mobile phone and marketingcommunication activities of the feasibility analysis,in which the micro as example analysis.Finally put forward the future development suggestions of garment brand marketing.

Keywords:Clothing;new media;brand;Marketing Communications

目录

绪论 (1)

一、新媒体概述及发展现状 (1)

（一）新媒体概念 (1)

（二）新媒体特点 (2)

1.媒体个性化 (4)

2.受众选择化…………………………………………………………………

3.形式多样化……………………………………………………………………

4.发布及时化………………………………………………………………

二、新媒体时代服装品牌营销的发展现状 (5)

（一）新媒体服装品牌营销现状 (5)

（二）新媒体在服装营销传播中的优势 (6)

（三）新媒体时代服装营销的途径……………………………………………………

1.微博 (5)

2.电子杂志 (5)

3.无线网络传播媒体………………………………………………………

三、服装品牌微博实例分析 (7)

（一）微博在服装品牌中适用的特点 (7)

（二）微博在H&M品牌中的营销策略分析 (9)

（三）微博营销面对的挑战 (9)

四、服装品牌未来营销发展趋势………………………………………………（一）互动式营销……………………

（二）数据库营销………………………………

五、结语 (12)

参考文献 (13)

致谢 (14)