丝绸Issue(4)：70-72,3.
杭州女装的多品牌战略与传播模式创新
Multi-brand strategy and communication model innovation of Hangzhou female clothing
刘丽娴 1王靖文2
作者信息
- 1. 浙江理工大学服装学院,杭州310018
- 2. 东华大学服装学院,上海200051
- 折叠
摘要
Abstract
Based on the analysis of brand development and market situation, brand communication studies and case survey, this study analyzed Hangzhou female clothing. The results indicated that the communication mode of Hangzhou female clothing became more and more diversified and differential, multi-brand and internationalization have become the mainstream, and innovation of communication mode has become the power of the rapid development. Take the brand JNBY for instance. The brand's success depends on not only the special brand culture and product idea, but also the uninterrupted brand image promotion and accurate deliver of the brand value.关键词
杭州女装/多品牌/品牌战略/传播模式/创新Key words
Hangzhou female clothing/ Multi-brand/ Brand strategy/ Communication model/ Innovation分类
管理科学引用本文复制引用
刘丽娴,王靖文..杭州女装的多品牌战略与传播模式创新[J].丝绸,2012,(4):70-72,3.
