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《时尚北京》:您觉得设计在羊绒产品营销中的作用是什么?刘辉:设计在营销中的作用,首先是一个品牌标识,区别品牌与品牌之间差异的一个标志;其次,是刺激消费者购买产品并且成为忠实客户的导火线。羊绒市场由原先的二十几家到现在大大小小的几百家,可想而知竞争的激烈程度。从原先的手摇横机,到现在动不动就是几百台电脑横机,在这个产品饱和的年代,你必须给一个消费者选择你产品的理由。如何在如此激烈的竞争中脱颖而出,占据一席之地。这就需要通过产品的设计,寻找产品和品牌的差异化,创造唯一性。让消费者只有在你这里才可以找到她需要的产品,只有在你这里才可以有着不同一般的购物体验。永远只能吃人家的残羹冷炙,永远没有自己忠诚的消费者。
“Fashion Beijing”: What do you think is the role of design in the marketing of cashmere products? Liu Hui: The role of design in marketing is first and foremost a brand identity, a sign that distinguishes the difference between a brand and a brand; and secondly, it stimulates consumers. Buy products and become the fuse for loyal customers. The cashmere market has grown from the original two dozens of companies to hundreds of large and small ones. It can be imagined that the competition is fierce. From the original hand-sweeping flat knitting machine to the present, hundreds of computerized flat knitting machines are available. In this era of product saturation, you must give a consumer the reason to choose your product. How to stand out in such fierce competition and occupy a place. This requires the uniqueness of product differentiation through product design and product differentiation. Allowing consumers to find the product she needs only at you, only to have a different shopping experience. You can only eat the wretched people, never have their own loyal consumers.