摘要
我国在工业革命4.0发展途中的速度越来越快,人工智能化和机械智能化的速度也在逐渐加快。但是作为一项需要人工辅助智能化手段进行制作和销售的纺织服装行业,人们的需求总是不断推陈出新。那么,在工业4.0的推动下,营销形式也发生了相应变化。在新零售环境下,纺织服装产品营销渠道和方式需要进行创新,以各种突出的卖点吸引各个渠道的用户进行购买,需要营销理念进行革新,以满足不同层次人们的需求。本文提出了打造服装品牌,主攻一类人群方向做特色,以线下体验店方式做出属于各个年龄阶段的品牌,以及以高端定制类型告别工业时代,回归原始的方式进行产品的销售,开辟出新的渠道方式来对纺织服装产品进行销售。
The speed of China's industrial revolution 4.0 development is getting faster and faster,and the speed of artificial intelligence and machine intelligence is also gradually accelerating.However,as a textile and garment industry that requires artificial assistance and intelligent means for production and sales,people's needs are always innovating.Then,driven by Industry 4.0,marketing forms have also changed accordingly.In the new retail environment,textile and apparel product marketing channels and methods need to be innovated,attracting users from various channels to purchase with various prominent selling points,and marketing concepts need to be innovated to meet the needs of people at different levels.This article proposes to create clothing brands,develop specialty products for different groups,open offline experience stores,and create brands belonging to all ages.In addition,the article also proposes to bid farewell to the industrial age with high-end customized products,return to the original way of product sales,and open up new channels to sell textile and apparel products.
作者
郑琼华
ZHENG Qionghua(Zhejiang Fashion Institute of Technology)
出处
《中国商论》
2021年第14期57-59,共3页
China Journal of Commerce
基金
宁波市第四次经济普查:“基于5G和AIOT技术的新零售现状调查和发展路径研究(NBPS003)”。
关键词
新零售
纺织服装产品
营销渠道
品牌定制
创新
new retail
textile and apparel products
marketing channels
brand customization
innovation
作者简介
郑琼华(1978-),女,汉族,四川资阳人,硕士研究生,副教授,主要从事商业经济、零售管理方面的研究。
