服装品牌文化形象内容营销指标体系

消费需求升级使消费者更加注重精神需求,品牌文化形象已成为品牌竞争力的体现。文章采用典型案例深入分析服装品牌文化形象内容营销的载体、方式和手段。在此基础上,运用ROST Content Mining软件对服装品牌文化形象内容营销相关文献进行处理,从中筛选出服装品牌文化形象的高频词;分析高频词之间的相关性;编制服装品牌文化形象的类目。最终构建服装品牌文化形象内容营销指标体系,包括设计文化形象、营销文化形象、精神文化形象、企业文化形象、服务文化形象和店铺文化形象6个维度,风格、广告宣传、个性形象、店铺陈列等30个指标。研究结果可为企业运用内容营销塑造与传播品牌文化形象提供借鉴。

Content marketing index system of apparel brand cultural image

Consumer demand upgrading makes consumers pay more attention to spiritual demands.Brand culture image has become external expression of brand competitiveness.Typical case study was used to deeply analyze the carrier,ways and means of the content marketing for apparel brand culture image.On this basis,the literatures related to content marketing of apparel brand cultural image were processed by ROST Content Mining software,including screening the high-frequency words of apparel brand cultural image,analyzing the correlation among those high-frequency words,and compiling the categories of apparel brand cultural image.Finally,the content marketing index system of apparel brand cultural image was developed,which consisted of six dimensions design cultural image,marketing cultural image,spiritual cultural image,corporate cultural image,service cultural image and store cultural image and involved thirty indicators(style,advertising,personality image,and store display,etc.).The results are useful for apparel brands to build and communicate brand cultural image by content marketing.