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随着国际服装品牌加入到中国市场,中国的服装品牌竞争压力变大,市场竞争已超越了产品竞争的时代进入了品牌竞争的年代。本文主要应用发现、分析、归纳的研究方法。在综述了整合式营销的相关概念后,研究和分析了当前服装品牌店面与展示行业的现状及问题,通过分析成功的整合营销传播案例,整理出适合服装品牌店面与展示设计的营销策略与设计。
With the international clothing brand to join the Chinese market, China’s clothing brand competition pressure becomes larger, the market competition has surpassed the era of product competition entered the era of brand competition. This article mainly applies the methods of discovery, analysis and induction. After reviewing the related concepts of integrated marketing, this paper studies and analyzes the present situation and problems of the current fashion brand stores and display industries. By analyzing the successful cases of integrated marketing communications, we can sort out the marketing strategies and designs that suit the fashion brand stores and display designs .