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1、includingwebsitefunctiondesign,visualpresentation,readingexperienceimprovementandbrandcommunicationdepthconsolidationincludingimagespokesman,brandstoryandpublicrelations;Brandpromotionsmainlymeanchanneldevelopmentstrategy,databasemarketingandsocialmediamarketingstra
2、tegies.Inaword,thepurposeofthispaperistofindouthowtolaydowneffectivebrandmarketingstrategiesfororiginalonlineapparelbrands,offertheoreticalbasisandsolutionsupportonconcretesectionsasbrandcharacteristics,bandcommunication,andbrandpromotion.Carryoutplausiblecountermea
3、surestobrandmarketingandbrandvalueimprovementfortheoriginalonlineapparelbrands;meanwhile,it’safeasiblereferenceforapparelenterprisesofflinetobroadenonlinemarketingandstudyonlinemarketingapproachesforfutureuse.Keywords:OriginalOnlineApparelBrands;BrandMarketing;Brand
4、Characteristics;BrandCommunication;BrandPromotionIII萬方數(shù)據(jù)目錄1緒論...................................................11.1研究背景.....................................................11.2研究意義.....................................................31.3國內(nèi)外研究現(xiàn)狀.....................
5、..........................31.3.1國外網(wǎng)絡(luò)服裝品牌營銷研究現(xiàn)狀...........................31.3.2國內(nèi)網(wǎng)絡(luò)服裝品牌營銷研究現(xiàn)狀...........................41.4研究思路與方法...............................................61.4.1寫作思路...............................................61.4.2研究方法.....................
6、..........................71.5本文創(chuàng)新點...................................................82品牌營銷理論綜述.......................................92.1品牌概述.....................................................92.2品牌營銷基礎(chǔ)理論............................................102.2.1品牌形象理論.
7、.........................................102.2.2品牌定位理論..........................................112.2.3品牌關(guān)系理論..........................................122.3品牌營銷策略................................................122.3.1品牌個性策略..........................................1
8、22.3.2品牌傳播策略..........................................132.3.3品牌推廣策略..........................................153網(wǎng)絡(luò)原創(chuàng)服裝品牌營銷環(huán)境及行業(yè)競爭分析.......
