纺织科学与工程学报2025，Vol.42Issue(1)：94-98,104,6.DOI:10.3969/j.issn.2096-5184.2025.01.015
数字化转型下服装品牌营销渠道的策略分析
Strategy Analysis of Clothing Brand Marketing Channel under Digital Transformation
宛如玉 1申鸿 1郭荣辉1
作者信息
- 1. 四川大学轻工科学与工程学院,四川 成都 610065
- 折叠
摘要
Abstract
With the deepening of digital transformation,clothing brands are faced with the challenge of changing marketing channels.Through literature review and case analysis,this paper discussed the marketing channel strategies of clothing brands under the digital transformation,emphasizing the importance of integrating online and offline channels,utilizing social media platforms,applying technological innovation and sustainable development and social responsibility.The concept of omnichannel marketing was further explored to enhance brand influence and market competitiveness through online and offline integration,social media interaction,tech-nological innovation(e.g.AR,VR,AI)and green marketing.Finally,the challenges and opportunities brought by digital transformation to clothing brands were discussed and the development trend of marketing chan-nel strategy in the future was predicted,providing theoretical support for the marketing channel strategies of cloth-ing brands under digital transformation.关键词
数字化转型/服装品牌/营销渠道/策略分析Key words
digital transformation/clothing brand/marketing channels/strategy analysis分类
轻工纺织引用本文复制引用
宛如玉,申鸿,郭荣辉..数字化转型下服装品牌营销渠道的策略分析[J].纺织科学与工程学报,2025,42(1):94-98,104,6.
