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作为国内男装的代表品牌,“七匹狼”男装从20世纪80年代开始不断发展壮大。“七匹狼”公司注重品牌培育经营,从狼文化、狼故事的传奇中一路走来,演绎成功男人的故事,体现奋斗中男人的衣着生活状况,设计着全新的生活方式。“七匹狼”男装的稳步发展与其整合营销传播策略是密不可分的。本文将从品牌名字、品牌传播符号、体育营销、市场转轨四个方面分析“七匹狼”的整合营销传播策略以及其取得的传播效果。
As the representative brand of domestic men’s clothing, “seven wolves ” men’s clothing from the 20th century, 80 years continue to grow and develop. “Seven wolves ” The company pays attention to brand cultivation and management. Along the legend of wolf culture and wolves, the company deduces the story of successful men, embodies the men’s clothing and living conditions in struggle and designs a brand new way of life. “Seven wolves ” Men’s steady development and integration of marketing communications strategy are inextricably linked. This article will analyze the “seven wolves” integrated marketing communication strategy and its dissemination effect from four aspects of brand name, brand communication symbol, sports marketing and market transition.