本文選題：女性服裝 + 文化營銷�。� 參考：《陜西師范大學(xué)》2015年碩士論文

【摘要】：由于文化全球化、信息海量化、媒體碎片化,營銷領(lǐng)域的競爭形成一副全新局面,企業(yè)間的競爭也日漸加劇。在一個(gè)全新的競爭環(huán)境下,企業(yè)要真正實(shí)現(xiàn)有效傳播的關(guān)鍵就是,如何將消費(fèi)者的視線從浩如煙海的信息包圍中吸引住,最大程度地?fù)碛邢M(fèi)者的時(shí)間,以更有效的方式與其溝通,并使消費(fèi)群體對(duì)產(chǎn)品產(chǎn)生信任與興趣,這是促使?fàn)I銷傳播從大眾傳播到分眾傳播,再向創(chuàng)意營銷傳播過度的內(nèi)在驅(qū)動(dòng)力�！跋M(fèi)者并不討厭廣告,只是討厭與自己不相關(guān)的廣告”1,在新媒體環(huán)境下,能充分利用營銷信息的創(chuàng)新性內(nèi)容和傳播渠道的綜合效用,引發(fā)消費(fèi)者共鳴和興趣,并防止其關(guān)注點(diǎn)分散和飄移,是企業(yè)面臨的新型挑戰(zhàn)。為克服挑戰(zhàn),持久發(fā)展,企業(yè)的營銷傳播必須具有創(chuàng)新性。服裝行業(yè)是一個(gè)包容性很強(qiáng)的行業(yè),企業(yè)規(guī)模的大小與否,并不直接影響市場擴(kuò)增和經(jīng)濟(jì)效益。對(duì)于企業(yè)而言,重在找準(zhǔn)營銷渠道對(duì)自身進(jìn)行有效宣傳。在服裝領(lǐng)域,眾多的廣告、促銷等營銷方式數(shù)不勝數(shù),然而真正高效的營銷策略為數(shù)不多。當(dāng)代消費(fèi)者著裝追求個(gè)性凸顯,風(fēng)格獨(dú)立,服裝則當(dāng)之無愧地成為了融合多種文化內(nèi)涵,展現(xiàn)中國女性個(gè)性、品味及生活追求的外在元素。對(duì)此,對(duì)原有文化營銷策略的創(chuàng)新不僅能夠吸引消費(fèi)者,更能穩(wěn)定、鞏固企業(yè)所面向的消費(fèi)市場額及潛在消費(fèi)領(lǐng)域。女性服裝的品牌繁多、流行性強(qiáng),克隆、雷同現(xiàn)象突出,而企業(yè)試圖在激烈的市場競爭中占有一席之地,則需要明確市場環(huán)境及市場需求,盡可能地滿足不同年齡層次,不同經(jīng)濟(jì)地位以及文化背景的消費(fèi)者需要。本研究內(nèi)容通過分析女性服裝行業(yè)發(fā)展環(huán)境、市場現(xiàn)狀,以及消費(fèi)者的消費(fèi)行為和消費(fèi)心理,以使企業(yè)更好地了解市場,對(duì)消費(fèi)者特征進(jìn)行更好的把握。本課題旨在通過在傳播學(xué)學(xué)科相關(guān)理論學(xué)習(xí)基礎(chǔ)上,研究國內(nèi)外營銷理念、實(shí)踐案例,在分析女性服裝行業(yè)市場環(huán)境、營銷渠道選擇及傳統(tǒng)營銷方式的前提下,探索創(chuàng)意文化元素在企業(yè)發(fā)展中的重要性,研究并提出對(duì)現(xiàn)代女性服裝行業(yè)發(fā)展有益的創(chuàng)意營銷理念及策略引導(dǎo),從而增強(qiáng)企業(yè)的市場競爭力,推動(dòng)持久發(fā)展,利于企業(yè)培養(yǎng)忠實(shí)消費(fèi)者,獲取穩(wěn)固市場,從而贏得長期經(jīng)濟(jì)效益。與此同時(shí),結(jié)合消費(fèi)者的生活方式和消費(fèi)習(xí)慣的相關(guān)分析,了解市場特征、消費(fèi)行為及受眾心理,對(duì)營銷模式的創(chuàng)新性進(jìn)行重新思考。并對(duì)行業(yè)的未來發(fā)展進(jìn)行了前景預(yù)測和趨勢觀察。在研究論述過程中,同時(shí)運(yùn)用服裝行業(yè)之外的多方營銷案例作為舉例說明,對(duì)創(chuàng)意營銷策略的研究和實(shí)踐具有廣泛的借鑒意義。通過研究,融合“營銷4.0”這一新型概念和發(fā)展趨勢,重新定義了創(chuàng)意營銷的內(nèi)涵,并得出一些新的營銷見解。并表明,雖然當(dāng)今社會(huì)處于大數(shù)據(jù)時(shí)代,企業(yè)發(fā)展和營銷策略的制定也不能過于依賴數(shù)據(jù)統(tǒng)計(jì)。市場細(xì)分和消費(fèi)者分類對(duì)企業(yè)而言的重要性不可否認(rèn),然而,對(duì)其精準(zhǔn)性的依賴程度應(yīng)適當(dāng)減弱,同時(shí)隨時(shí)做好應(yīng)對(duì)變化的準(zhǔn)備。
[Abstract]:Because of the globalization of the culture, the mass of information, the fragmentation of the media, the competition in the marketing field, a new situation has been formed and the competition among enterprises is becoming more and more intense. In a new competitive environment, the key to the real realization of effective communication is how to attract the consumer's visual line from the massive information encircling, to the maximum extent To have the time of the consumer, to communicate with it in a more effective way, and to make the consumer group trust and interest the product, which is the internal driving force to promote marketing communication from the mass to the public, and then to the creative marketing. "Consumers do not hate advertising, but they hate ads that are not related to themselves" 1, in New Media In physical environment, it is a new challenge for enterprises to make full use of the innovative content of marketing information and the comprehensive utility of communication channels, to arouse the resonance and interest of the consumers, and to prevent their attention from dispersing and floating. In order to overcome the challenges and develop the market, the marketing communication must be innovative. The clothing industry is an inclusive and strong one. Industry, the size of the enterprise size or not, does not directly affect the market expansion and economic benefits. For enterprises, it is important to find the marketing channels to promote their own effective propaganda. In the field of clothing, many advertising, promotion and other marketing methods are innumerable, but the real efficient marketing strategy is few. Prominence, style independence, clothing is worthy of the integration of various cultural connotations, showing the external elements of Chinese women's personality, taste and life pursuit. To this, the innovation of the original cultural marketing strategy can not only attract consumers, but also be able to stabilize, consolidate the consumption market and potential consumption areas of the enterprise. There are many brands, strong popularity, clones and prominent phenomena. While enterprises try to occupy a place in the fierce market competition, they need to clear the market environment and market demand, and meet the needs of consumers of different ages, different economic status and cultural background as far as possible. In order to make the enterprise better understand the market and grasp the characteristics of the consumer better, the environment, the market situation, the consumer behavior and the consumer psychology are designed to study the domestic and foreign marketing ideas, practice cases, and analyze the market environment and marketing of the women's clothing industry. On the premise of channel selection and traditional marketing, the importance of creative culture elements in the development of enterprises is explored, and the creative marketing concept and strategy guidance for the development of modern women's clothing industry are studied and proposed, so as to enhance the competitiveness of the enterprises, promote the sustainable development, and help enterprises to cultivate loyal consumers and obtain a firm market. At the same time, according to the analysis of consumer lifestyle and consumption habits, the market characteristics, consumer behavior and audience psychology are understood, and the innovation of marketing model is rethought. The future development of the industry is predicted and the trend is observed. Using the case of multi marketing outside the garment industry as an example, it has extensive reference to the research and practice of creative marketing strategy. Through the research and the integration of the new concept and development trend of "marketing 4", the connotation of creative marketing is redefined, and some new marketing ideas are obtained. In the era of big data, the development of enterprises and the formulation of marketing strategies can not be too dependent on data statistics. The importance of market segmentation and consumer classification is undeniable for the enterprise. However, the degree of dependence on its precision should be weakened properly, and at the same time it is ready to deal with the change at any time.

【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.86;F274

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