面对传统媒体观众的不断分化和信息的混杂,品牌植入(brand placement)在广告与传播行业不断发展的今天已经成为许多企业进行营销沟通的一项重要工具。所谓品牌植入,即为达到推广目的,在大众传媒节目中,以不同形式置入该服装的品牌化产品或品牌标志。所谓营销沟通,即是指一个品牌通过与其目标客户进行双向交流,达成共识从而完成价值交换的过程,其目的在于传播品牌并更好地销售产品。时尚产业也不例外。 Faced with the continuous differentiation of traditional media audiences and the confusion of information, brand placement has become an important tool for many enterprises in their marketing communications as the advertising and communication industry continues to evolve. The so-called brand implant, that is to achieve the promotion purposes, in the mass media programs, in different forms into the clothing brand products or brand logo. The so-called marketing communication, refers to a brand through its two-way exchange with its target customers, reached a consensus to complete the process of value exchange, the purpose is to spread the brand and better sales of products. Fashion industry is no exception.