摘要
中国本土快时尚品牌SHEIN近年来在海外市场成绩不菲,成为跨境电商领域的佼佼者。随着互联网的深入发展,我国服装行业面临不小的冲击。而SHEIN品牌却成功突出重围,其发展经验及营销策略值得探究。通过探析SHEIN品牌的发展历程,着重研究其品牌营销策略的成功经验,并从产品创新、供应链整合、社交媒体宣传及消费者需求四个方面为服装品牌提供可行性建议,以期为国内快时尚品牌的海外发展指明方向。
China’s local fast fashion brand SHEIN has made great achievements in overseas markets in recent years.With the development of the Internet,China’s garment industry is facing a great impact.By analyzing the development process of SHEIN brand,this paper focuses on the successful experience of its brand marketing strategy,and provides feasible suggestions for clothing brands from four aspects of product innovation,supply chain integration,social media publicity and consumer demand,indicating the direction for the overseas development of domestic fast fashion brands.
作者
张晓曼
孙虹
陈雨倩
Zhang Xiaoman;Sun Hong;Chen Yuqian(School of Fashion Design驭Engineering,Zhejiang Sci-Tech University,Hangzhou 310018,China;Silk and Fashion Culture Research Center of Zhejiang Province,Hangzhou 310018,China;Zhejiang Provincial Research Center of Clothing Engineering Technology,Hangzhou 310018,China)
出处
《经济研究导刊》
2023年第3期72-74,共3页
Economic Research Guide
基金
2021年度国家社科基金艺术学项目(2021AH04139)
浙江理工大学浙江省丝绸与时尚文化研究中心培育课题成果(ZSFCRC202106PY)
关键词
快时尚
SHEIN
营销策略
经验借鉴
服装品牌
fast fashion
SHEIN
marketing strategy
experience reference
clothing brand
