摘要
例外和EIN是目前国内发展趋势较好的女装服饰品牌,这2个品牌市场营销策略在当前经济文化背景下具有代表性。笔者运用描述性研究和对比分析等方法,利用市场营销策略中的4P's营销理论知识分析例外和EIN营销策略,探讨其在营销策略上的特性,以此来分析新时代下小众服装品牌的营销策略选择。
Exception and EIN are women’s dress brands that develop well in China at present. The marketing strategies of these two brands are representative in current economic and cultural background. By using the methods of descriptive research and comparative analysis, etc., and the knowledge of 4 Ps marketing theory in marketing strategy, this paper analyzes the marketing strategies of Exception and EIN and discusses the characteristics so as to analyze the marketing strategy selection of niche clothing brands in the new era.
作者
王洋
周凤瑶
WANG Yang;ZHOU Feng-yao(School of Fashion,Wuhan Textile University,Wuhan,Hubei,430073,China)
出处
《浙江纺织服装职业技术学院学报》
2018年第2期71-76,共6页
Journal of Zhejiang Fashion Institute of Technology
关键词
小众服装品牌
4P’s营销组合策略
文化营销
绿色营销
新媒体营销
niche clothing brands
4Ps marketing combination strategy
cultural marketing
green marketing
new media marketing
作者简介
王洋,男,硕士研究生.研究方向：服装设计
