吴智薇 时尚商务及推广 本预(0/0)
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时装营销在时装行业背景下学习营销理论，了解市场和消费者需求以及整合营销传播，包括社会营销和数字营销，以及商业战略。
在学习过程中，我尝试分析各个品牌的案例。基本包含两大类，一类是发现品牌在发展过程中的问题，并解决问题，另一类则是结合营销，销售，目标客户，传播，广告等等方面制定未来的发展战略。
在第二学期的项目中，我选择了Uma Wang作为想要分析的品牌，随着国内品牌迅速成长，同时各大国外品牌越发重视中国市场。我认为这个国内独立设计师品牌对时尚行业来说有着较深的影响力和调研性。我的主要通过研究品牌基本的信息，掌握品牌在市场的基本定位并宏观分析市场。
我认为时尚管理者需要三种基本的技能或者素质，即技术技能、人事技能和概念技能。
Fashion marketing learns marketing theory in the context of the fashion industry, understands the market and consumer needs, and integrates marketing communications, including social marketing and digital marketing, as well as business strategies.
In the learning process, I tried to analyze the cases of various brands. There are basically two categories, one is to discover and solve problems in the development of the brand, and the other is to formulate future development strategies in combination with marketing, sales, target customers, communication, advertising, and so on.
In the second semester of the project, I chose Uma Wang as the brand I want to analyze. With the rapid growth of domestic brands, major foreign brands are paying more and more attention to the Chinese market. I think this domestic independent designer brand has a deep influence and investigative nature for the fashion industry. My main purpose is to study the basic information of the brand, grasp the basic positioning of the brand in the market, and analyze the market macroscopically.
