العلامات التجارية الفاخرة
(مراجعة نوعية منتظمة)
الكلمات المفتاحية:
بيوت الأزياء الفاخرة، البيئة والاستدامة، المسؤولية الاجتماعية، إدارة العلامات التجارية
الملخص
يستعرض البحث الدراسات المنشورة مؤخرا حول إدارة العمليات التجارية لدور الأزياء الفاخرة وتأثير اتجاهات الموضة على السوق والمستهلك، وكيفية وضع خطط تسويقية فعالة واستراتيجيات للأنشطة الترويجية تناسب العلامات الفاخرة. وتنتهج هذه الدراسة منهج المراجعة النوعية المنتظمة للأدبيات تهدف الى الحصول على ملخص موضوعي وشامل وتحليل نقدي للأدبيات ذات الصلة المتوفرة حول هذا الموضوع قيد الدراسة. وهي عملية جمع معلومات حول موضوع معين من مصادر متعددة. وهذه المنهجية تساهم في ذكر اهم الدراسات والأعمال المنشورة ذات الصلة بالبحث مع ذكر ودور كل دراسة منها في فهم موضوع البحث.
وتتناول المراجعة ستة محاور شملت تاريخ ومستقبل العلامات التجارية الفاخرة، والعلامات التجارية الفاخرة ودورها في الإعلان والتسويق لها، والهيكل التنظيمي لإدارة بيوت الأزياء، والتراخيص في صناعة العلامات التجارية الفاخرة والجهات التابعة لها، وتحديد الفئة المستهدفة والنظريات التابعة لها، وأخيرا محور الاستدامة في بيوت الأزياء. وخلصت المراجعة الى عدة نتائج منها أن هنالك أربعة مكونات رئيسية لحب العلامة التجارية وهي الانتماء، والعاطفة، والولاء، والالتزام. وأنه يتعين على مسوقي العلامات التجارية الفاخرة التعرف على تأثيرات الإعلانات، حيث يتأثر تسويق العلامات التجارية الفاخرة بطريقة الإعلان لشركاتها ومنتجاتها وأنه من المهم جدا لبيوت الأزياء الفاخرة تحقيق توازن بين النجاح التجاري والمسؤولية الاجتماعية والبيئية.
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منشور
2024-01-04
كيفية الاقتباس
سعاد صالح الغامدي, سميرة احمد مفرح ال شايع, بسمة عبد المحسن الشيخ, & أ.د. امال عبد القادر باصفار. (2024). العلامات التجارية الفاخرة: (مراجعة نوعية منتظمة). مجلة الفنون والأدب وعلوم الإنسانيات والاجتماع, (99), 478-513. https://doi.org/10.33193/JALHSS.99.2024.988
إصدار
القسم
المقالات
الحقوق الفكرية (c) 2024 سعاد صالح الغامدي , سميرة احمد مفرح ال شايع , بسمة عبد المحسن الشيخ , أ.د. امال عبد القادر باصفار
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