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新消费背景下服装品牌绿色营销策略

2022年11月17日

    摘要 ：新消费颠覆了原有品牌发展路径，消费者与品牌在全域开展互动。在碳达峰、碳中和的目标压力下，服装产业绿色化、可持续性发展势在必行。文章通过消费者调研，在分析当前市场可持续服装消费现状及存在问题的基础上，提出新消费背景下绿色消费理念触达消费者、绿色消费理念运营品牌社群、绿色环保观念维系用户关系、绿色可持续品牌体验的四维绿色营销策略，以构建品牌与消费者共生的价值空间，推动可持续服装消费，实现服装企业绿色可持续发展。


    关键词 ：绿色营销 ,可持续服装消费 ,服装品牌 ,新消费

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