杭州女装的多品牌战略与传播模式创新

摘要

基于对杭州女装的品牌发展与市场现状分析,以及品牌传播学的基础知识,用案例调查的方法对杭州女装品牌进行了分析和研究,发现当代杭州女装品牌的传播手段变得越来越多样化、差异化,多品牌、国际化的发展趋势成为主流,而传播模式的创新也是品牌快速发展的助力之一.以江南布衣(JNBY)为例,分析并说明了品牌的成功一方面依赖于独特的品牌文化和产品理念,也依赖于不断的品牌形象塑造和品牌价值的准确传递.%Based on the analysis of brand development and market situation, brand communication studies and case survey, this study analyzed Hangzhou female clothing. The results indicated that the communication mode of Hangzhou female clothing became more and more diversified and differential, multi-brand and internationalization have become the mainstream, and innovation of communication mode has become the power of the rapid development. Take the brand JNBY for instance. The brand's success depends on not only the special brand culture and product idea, but also the uninterrupted brand image promotion and accurate deliver of the brand value.