摘要
文章通过分析中国皮革产业现状及品牌形象建设的重要性,探讨了色彩营销在中国皮革企业中的现状。从色彩心理学角度出发,阐述了色彩在品牌传播中的作用以及消费者对色彩的认知与情感反应,探讨了色彩对品牌形象塑造的影响机制。针对中国皮革企业的特点,提出了色彩选择的原则与策略,并通过典型案例分析与比较进行了论证,旨在为中国皮革企业提供有益的色彩营销策略参考。
Through the analysis of the status quo of China's leather industry and the importance of brand image construction,this paper focuses on the status quo of color marketing in Chinese leather enterprises.From the perspective of color psychology,we expounds the role of color in brand communication,as well as consumers'cognitive and emotional reactions to color,and probes into the influence mechanism of color on brand image building.According to the characteristics of Chinese leather enterprises,the principle and strategy of color selection are put forward,which is demonstrated by analyzing and comparing typical cases.This study can provide useful reference for Chinese leather enterprises in color marketing strategy.
作者
熊嘉玮
XIONG Jiawei(Jiangsu Normal University Kewen College,Xuzhou 221132,China)
出处
《西部皮革》
2024年第11期37-39,共3页
West Leather
关键词
中国皮革企业
品牌形象
色彩营销策略
色彩心理学
市场营销
Chinese leather enterprises
brand image
chromatic marketing strategies
color psychology
marketi
