本文選題：服裝品牌 + 網(wǎng)絡(luò)��； 參考：《北京服裝學(xué)院》2008年碩士論文

【摘要】： 伴隨著信息科技的迅速發(fā)展,我們已經(jīng)步入數(shù)字化、網(wǎng)絡(luò)化、信息化的時代,互聯(lián)網(wǎng)為人類社會創(chuàng)造了全新的虛擬空間。與人們生活息息相關(guān)的服裝行業(yè)是一項典型的傳統(tǒng)工業(yè),可以預(yù)見,傳統(tǒng)服裝產(chǎn)業(yè)與現(xiàn)代網(wǎng)絡(luò)經(jīng)營的結(jié)合必然帶來全新的服裝零售時代。 基于已有的理論研究和實踐探索成果,本文將重點放置于借鑒成功經(jīng)驗,研究適合中國消費環(huán)境的服裝品牌經(jīng)營網(wǎng)絡(luò)拓展模式。論文著重探討服裝品牌如何在網(wǎng)絡(luò)時代利用這一強勢媒體來拓展自己的品牌成就,如何采納國內(nèi)外的理論成就與實踐經(jīng)驗來形成一整套系統(tǒng)的發(fā)展模式,同時借鑒文化創(chuàng)意類產(chǎn)業(yè)與體驗式經(jīng)濟的發(fā)展成果,研究多元化的網(wǎng)絡(luò)經(jīng)營拓展策略。力圖通過這些研究,建設(shè)完善的品牌網(wǎng)站,推行現(xiàn)代的經(jīng)營策略,為當(dāng)代服裝品牌的形象拓展、價值提升以及加強核心競爭力尋求更大的發(fā)展空間。
[Abstract]:With the rapid development of information technology, we have entered the digital, networked, information age, the Internet has created a new virtual space for human society. Garment industry, which is closely related to people's life, is a typical traditional industry. It can be predicted that the combination of traditional clothing industry and modern network management will inevitably bring a new era of clothing retailing. Based on the existing theoretical research and practical exploration results, this paper will focus on the successful experience to study the clothing brand management network expansion model suitable for China's consumer environment. This paper focuses on how clothing brands use this powerful media to expand their brand achievements in the Internet era, and how to adopt theoretical achievements and practical experiences at home and abroad to form a set of systematic development models. At the same time, using the development of cultural and creative industries and experiential economy for reference, the strategies of diversified network management and expansion are studied. Through these studies, the author tries to build a perfect brand website, carry out modern management strategy, and seek greater development space for the image expansion, value promotion and strengthening of core competitiveness of contemporary clothing brand.
【學(xué)位授予單位】：北京服裝學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F426.86;F273.2

【引證文獻】

相關(guān)碩士學(xué)位論文 前4條

1 陳偉央;B2C服裝網(wǎng)絡(luò)營銷顧客滿意度影響因素研究[D];浙江理工大學(xué);2010年

2 朱珠;基于消費者視角的自主銷售式B2C服裝購物網(wǎng)站可用性評估[D];東華大學(xué);2010年

3 雷麗娜;網(wǎng)絡(luò)環(huán)境下基于顧客感知價值的服裝品牌研究[D];青島大學(xué);2011年

4 楊佼;基于B2C平臺上網(wǎng)絡(luò)女裝品牌的營銷策略研究[D];武漢紡織大學(xué);2012年

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本文編號：1989240