摘要
新媒体的兴起不但改变了信息的传递方式,也重新塑造了消费者和品牌之间的交互关系。皮革品牌要想在激烈的竞争中立于不败之地,就必须对其目标受众的行为特点与喜好进行深度剖析,并运用多种渠道进行融合,以达到准确营销与高效交流的目的。本文分析了皮革服装品牌的传播需求,以及新媒体传播的特点,论述了新媒体环境下皮革服装品牌传播创新手段,以期能够提升皮革服装品牌的传播效果。
The rise of new media,not only changes the transmission methods of information,but also reshapes theinteractive relationship between consumers and brands.If leather brand wants to be invincible in the fierce competition,it is necessary to deeply analyze the behavioral characteristics and preferences of its target audience,and use avariety of channels to integrate,in order to achieve the purpose of accurate marketing and efficient communication.This paper analyzed the communication demand of leather clothing brands,and the characteristics of new mediacommunication,and discussed the innovative means of leather clothing brands communication in the new media environment,aiming to improve the effectiveness of leather clothing brands communication.
作者
衣傲尘
何婧
YI Aochen;HE Jing(Modern College of Northwest University,Xi'an 710130,China)
出处
《中国皮革》
2025年第9期131-134,共4页
China Leather
基金
陕西省教育厅项目(21JK0389)。
关键词
品牌交互关系
皮革服装品牌
传播策略
效果评估
brand interaction relationship
leather clothing brands
communication strategy
effect evaluation
