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随着智能手机等移动终端设备的普及,APP应用程序已成为重要的营销平台。作为国民经济支柱之一的纺织行业,借助APP平台来营销推广新产品已是大势所趋。APP营销凭借其低成本、面向对象范围广等特点,可以解决众多中小型纺织企业在推广新产品中存在的渠道单一、费用昂贵等问题。本文通过对苏锡常地区中小纺织企业的营销现状和营销需求分析,提出纺织新产品APP营销平台的构建策略。
With the popularity of mobile terminals such as smartphones, APP applications have become an important marketing platform. As one of the pillars of the national economy, it is the general trend for the textile industry to promote and market new products through the APP platform. APP marketing, with its low cost and wide range of object-oriented features, can solve the problems of many small and medium-sized textile enterprises in promoting new products in a single channel, expensive and so on. Based on the analysis of marketing situation and marketing demand of small and medium-sized textile enterprises in Suzhou, Wuxi and Changzhou, this paper puts forward the strategy of constructing APP marketing platform for new textile products.