基于4I理论的轻奢箱包品牌营销策略研究——以“山下有松”为例

On the Marketing Strategy of Light Luxury Luggage Brands Based on the 4I Theory—Taking “Songmont” as an Example

摘要: 近年来，在新消费主义浪潮与“她经济”崛起的宏观背景下，当代消费者的决策逻辑正从功能驱动转向情感与价值驱动。国内本土轻奢箱包品牌“山下有松”精准把握这一趋势，凭借整合式差异化的新媒体营销，成功实现品牌破圈与市场突围。本文基于4I营销理论，从趣味性、利益性、互动性和个性化四大角度对“山下有松”的新媒体品牌营销策略进行深入分析，旨在为本土新消费品牌提供具有实操意义的参考范式，使国货品牌能够更好地顺应时代潮流，不断通过营销创新与消费者实现价值共振，构筑可持续发展的核心竞争力。

Abstract: In recent years, against the backdrop of the new consumerism wave and the rise of the “she economy,” contemporary consumers’ decision-making logic has shifted from function-driven to emotion-driven and value-driven approaches. The domestic luxury luggage brand “Songmont” has accurately captured this trend, achieving brand breakthrough and market success through integrated differentiated new media marketing strategies. Based on the 4I marketing theory, this paper conducts an in-depth analysis of “Songmont’s” new media brand marketing strategy from four perspectives: entertainment value, profit potential, interactivity, and personalization. The study aims to provide actionable reference models for domestic new consumer brands, enabling them to better align with contemporary trends, continuously achieve value resonance with consumers through marketing innovation, and build sustainable core competitiveness.