摘要
本论文旨在对服装企业在新媒体环境下的营销策略进行深入研究。随着新媒体技术的快速发展,传统服装行业的营销方式已逐渐无法适应市场需求,因此,如何制定并执行一套有效的新媒体营销策略,成为服装企业面临的重要课题。论文首先分析了新媒体环境的特点和优势,并探讨了这些特点对服装企业营销的影响。接着,用SWOT分析帮助企业明确自身的核心竞争力所在,并识别出可能阻碍发展的因素。同时,对外部环境的市场趋势、竞争对手、消费者需求等进行评估,企业可以把握市场机会,并提前预警潜在的威胁。然后,运用4I理论分析服装企业在新媒体营销方面面临的问题。最后,通过前文对服装企业新媒体营销策略的分析,企业在新媒体营销策略方面暴露出了诸多问题,分别提出优化建议。本研究不仅对服装企业在新媒体环境下的营销策略提供了理论和实践指导,也为其他行业在新媒体营销方面提供了有益的参考和借鉴。
This paper aims to conduct a thorough research on the marketing strategies of clothing enterprises in the new media environment. With the rapid development of new media technology, the traditional marketing methods in the clothing industry have gradually become unable to meet market demands. Therefore, how to develop and implement an effective new media marketing strategy has become an important issue for clothing enterprises. This paper first analyzes the characteristics and advantages of the new media environment and explores their impacts on the marketing of clothing enterprises. Then, it utilizes SWOT analysis to help enterprises identify their core competitiveness and potential obstacles to development. At the same time, by assessing market trends, competitors, and consumer needs in the external environment, enterprises can seize market opportunities and anticipate potential threats. Furthermore, this paper applies the 4I theory to analyze the challenges faced by clothing enterprises in new media marketing. Finally, based on the preceding analysis of new media marketing strategies for clothing enterprises, this paper proposes optimization suggestions for the various issues exposed in this aspect. This research not only provides theoretical and practical guidance for clothing enterprises in developing marketing strategies in the new media environment, but also offers valuable references for other industries in new media marketing.
出处
《电子商务评论》
2024年第2期3945-3951,共7页
E-Commerce Letters
