網絡服裝品牌之情感行銷－以「Minus Studio」客群為例

Study on the Emotion Marketing Mode of a Network Fashion Brand for the Minus Consumer Groups

樂軼燕(Yi-Yan Le) ； 黃莉婷(Li-Ting Huang)

《實踐設計學報》 10期 (2016/11) Pp. 554-568

摘要

在社群網路蓬勃發展的世代裡，消費者的消費習慣逐漸轉而從一般的大眾網路商家平台，滲透到我們日常生活中所慣用的社群網路。消費者的個性化需求差異，隨著網路世代的即時性、多變性、互動性，越來越趨近於小眾化及個性化發展。人們習慣依循品味及興趣喜好瀏覽、搜尋、及追蹤特定的設計師們，更甚至只是一般的網路特色素人。賣家們開始透過社群網路所建置的日常生活記事，培養出具情感行銷的附加消費價值。本文透過中國市場的大調查數據，研究特定客群的網路消費行為，分析他們的服裝品味和喜好，了解特定族群的網路消費模式和消費心理。利用研究所得的成果，鎖定特定的消費客群，設立一個以分享生活趣事、強化消費者的情感記憶及瀏覽習慣的網路服裝品牌。最後在品牌第一季的實驗驗證下，為新世代網路市場經濟的服裝品牌在行銷手法上提供有效的助益和改善。

關鍵字

服裝品牌 ； 社群網路 ； 情感行銷 ； 網路市場

並列摘要

With the development of network human's life has changed a lot. Meanwhile, the requirements among customers have become more and more personalized. Thus, the fashion design industry is developing to the direction of minority and personalization. Furthermore, the emotional expressions and narrative strategies of the designer are also considered. The network consumption pattern and emotion of the specific consumer groups are developed, through study on their consumption behaviors, clothing tastes and favors. Meanwhile, the requirements of the specific consumer groups are also explored. Thus, the consumption groups are precisely targeted. A novel network fashion brand is found based on the above studies, which focuses on selling lifestyles. The set of the online shop is the record of the life dairy. The selling pattern of the clothing on the online shop is presented as visualization of the life dairy. By this, the clothing is no longer still or stiff, but is expressed as an interesting story. And the emotion resonance of the customer is stirred up. Furthermore, the memorability, resolution and emotional beggar of the customer are also enhanced. Finally, the studies are verified and amended by actual sales.

並列關鍵字

Fashion Band ； Personalization ； Network Marketing ； Network Consumption