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服装品牌营销的最后100米传统的服装品牌营销是通过大型卖场及城市核心营销聚焦地来实现客群的聚集式购买。在不同的城市,往往会以某一个或一组商业建筑为核心,形成该地区的经营商圈,进而再通过部分商业资源的唯一性吸引周边客群进入。在中国城市近20年的商业发展之中,这种商圈式的营销战略随着各方物业及营运集团的不断增加与介入,从最初的“半径30千米边际影响力”逐步降低到2013年统计的平均不足5千米。进入2010年之后,全国大中型传统百货式卖场的销售额及城市影响力不断下降。
The last 100 meters of clothing brand marketing The traditional clothing brand marketing through the large-scale shopping centers and urban core marketing focus to achieve the customer base of the aggregate purchase. In different cities, often one or a group of commercial buildings as the core, the formation of the region’s business district, and then through the uniqueness of some commercial resources to attract the surrounding customers to enter. In the recent 20 years of commercial development in Chinese cities, this commercial marketing strategy has been gradually reduced from the initial “30 km marginal influence” with the continuous increase and involvement of property and operating groups. By 2013, the average is less than 5 km. After entering 2010, sales and urban influence of large and medium-sized traditional department stores in the country have been declining.