在社会化电子商务这个新环境下,服装企业面临着服装品牌成长的困境。突破困境的营销策略是:回归产品本身,塑造服装品牌的特色和个性;满足消费者自我满足感,融合社会化模式;以情动人,紧扣热点;维护与消费者的关系,信息精准触达;加强与消费者互动,鼓励消费者参与产品设计,增强消费者对品牌的粘性。 In the new environment of socialized e-commerce, apparel enterprises are faced with the dilemma of clothing brand growth. Breakthrough in the dilemma of marketing strategy is: return to the product itself, shaping the characteristics and personality of the clothing brand; to meet consumer self-satisfaction, integration of social patterns; moving with the people, closely linked to hot spots; maintain the relationship with consumers, accurate information reach ; Strengthen interaction with consumers, encourage consumers to participate in product design, and enhance consumer’s brand stickiness.