摘要
移动智能终端,碎片化时间,大数据分析,这些改变正在影响着服装行业的营销与服务模式,为场景营销模式开辟新渠道。采用文献分析法和案例分析法,从概念、核心要素、技术支点和特征4个方面对场景营销进行了理论梳理;分别叙述了场景营销在服装行业实体店和虚拟店的应用现状,并总结当前场景营销的不足之处;以拉夏贝尔品牌服装为例,对拉夏贝尔的实体店和虚拟店2017年十一黄金周的营销方案进行策划。理论综述与实际案例结合,旨在为场景营销在服装行业的运用起到一定的推动作用。
Mobile intelligent terminal,fragmentation time,big data analysis,these changes are affecting marketing and service mode of the apparel industry,in order to open up a new channel of the scene marketing mode. In this paper,the literature analysis method and case analysis were used. Firstly,the theories of scene marketing from its concept,core elements,technical support and characteristics were combed. The application status of scene marketing of physical and virtual store were classified,and the deficiencies of scene marketing were summarized. Finally,taking the women's clothing brand of La Chapelle as an example,the marketing strategy of La Chapelle's physical and virtual store in 2017 was planned.With the combination of theoretical review and practical case study,this paper aimed to promote the application of scene marketing strategy in the clothing industry.
出处
《服装学报》
CAS
2017年第5期455-464,共10页
Journal of Clothing Research
基金
湖北省教育厅科学技术研究项目(14G408)
