摘要
互联网技术的应用和消费者行为的数字化转型,为服装品牌营销带来了新的挑战与机遇。如何使用数字工具、整合数字平台、创新营销方式,已成为服装品牌持续增长和竞争力提升的关键。在数字经济环境下,探究服装品牌如何利用数字技术增强品牌影响力和消费者互动,如何调整营销策略适应市场变化,能够为服装品牌在数字化转型过程中提供理论指导。
The application of Internet technology and the digital transformation of consumer behavior have brought new challenges and opportunities for clothing brand marketing.How to use digital tools,integrate digital platforms,and innovate marketing methods has become the key to the sustained growth and competitiveness of clothing brands.Under the environment of digital economy,exploring how clothing brands use digital technology to enhance brand influence and consumer interaction,and how to adjust marketing strategies to adapt to market changes can provide theoretical guidance for clothing brands in the process of digital transformation.
作者
夏鼎和
XIA Dinghe(Business School,Xinyang Vocational and Technical College,Xinyang 464000,China)
出处
《染整技术》
CAS
2024年第6期99-101,共3页
Textile Dyeing and Finishing Journal
关键词
数字经济
服装品牌
营销策略
digital economy
clothing brands
marketing strategy
