吳智薇時(shí)尚商務(wù)及推廣本預(yù)

2021.06.02

時(shí)裝營(yíng)銷在時(shí)裝行業(yè)背景下學(xué)習(xí)營(yíng)銷理論，了解市場(chǎng)和消費(fèi)者需求以及整合營(yíng)銷傳播，包括社會(huì)營(yíng)銷和數(shù)字營(yíng)銷，以及商業(yè)戰(zhàn)略。

在學(xué)習(xí)過(guò)程中，我嘗試分析各個(gè)品牌的案例。基本包含兩大類，一類是發(fā)現(xiàn)品牌在發(fā)展過(guò)程中的問(wèn)題，并解決問(wèn)題，另一類則是結(jié)合營(yíng)銷，銷售，目標(biāo)客戶，傳播，廣告等等方面制定未來(lái)的發(fā)展戰(zhàn)略。

在第二學(xué)期的項(xiàng)目中，我選擇了Uma Wang作為想要分析的品牌，隨著國(guó)內(nèi)品牌迅速成長(zhǎng)，同時(shí)各大國(guó)外品牌越發(fā)重視中國(guó)市場(chǎng)。我認(rèn)為這個(gè)國(guó)內(nèi)獨(dú)立設(shè)計(jì)師品牌對(duì)時(shí)尚行業(yè)來(lái)說(shuō)有著較深的影響力和調(diào)研性。我的主要通過(guò)研究品牌基本的信息，掌握品牌在市場(chǎng)的基本定位并宏觀分析市場(chǎng)。

我認(rèn)為時(shí)尚管理者需要三種基本的技能或者素質(zhì)，即技術(shù)技能、人事技能和概念技能。

Fashion marketing learns marketing theory in the context of the fashion industry, understands the market and consumer needs, and integrates marketing communications, including social marketing and digital marketing, as well as business strategies.

In the learning process, I tried to analyze the cases of various brands. There are basically two categories, one is to discover and solve problems in the development of the brand, and the other is to formulate future development strategies in combination with marketing, sales, target customers, communication, advertising, and so on.

In the second semester of the project, I chose Uma Wang as the brand I want to analyze. With the rapid growth of domestic brands, major foreign brands are paying more and more attention to the Chinese market. I think this domestic independent designer brand has a deep influence and investigative nature for the fashion industry. My main purpose is to study the basic information of the brand, grasp the basic positioning of the brand in the market, and analyze the market macroscopically.

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吳智薇時(shí)尚商務(wù)及推廣本預(yù)