本文關(guān)鍵詞：論虛擬試衣在服裝品牌營銷中的應用價值　出處：《大連工業(yè)大學》2013年碩士論文　論文類型：學位論文

  更多相關(guān)文章： 虛擬試穿 虛擬模特 網(wǎng)絡銷售 終端賣場 營銷手段

【摘要】：隨著科技、經(jīng)濟、文化的發(fā)展,人民生活水平的提高,人們的消費模式和生活方式已經(jīng)發(fā)生了巨大的改變。尤其是互聯(lián)網(wǎng)技術(shù)迅速的發(fā)展,使網(wǎng)絡的重要性逐漸被我們所認識,網(wǎng)絡營銷與體驗經(jīng)濟的價值也日益被重視。在服裝產(chǎn)品銷售中,虛擬試衣的出現(xiàn)改變了傳統(tǒng)的服裝展示和營銷策略。 虛擬試衣是指利用虛擬現(xiàn)實技術(shù),用戶通過數(shù)字模特,可將自己喜歡的商品進行“試穿試戴”,從而解決網(wǎng)絡購物時無法進行細節(jié)挑選所出現(xiàn)的問題,使購物更人性化。人們對時尚產(chǎn)品消費行為的便捷性與個性化需求促使了服裝虛擬試衣的產(chǎn)生和發(fā)展。它作為一種全新的試衣方式,有利于服裝企業(yè)進行品牌形象推廣,在線銷售以及服裝展示,使人們對服裝試穿有了重新的定義。同時,虛擬試衣與電子商務的結(jié)合更顯現(xiàn)了巨大的銷售優(yōu)勢,虛擬試衣的發(fā)展為服裝行業(yè)注入了新鮮的血液,也給服裝企業(yè)增加品牌的形象和知名度開拓了新途徑,帶來了新的發(fā)展機遇。 本文首先從理論背景及現(xiàn)實應用角度分析了虛擬試衣在服裝網(wǎng)絡營銷中的應用,并提出了有針對性的解決方案。主要從虛擬模特、服裝以及動態(tài)試衣等幾個主要方面進行分析,減少現(xiàn)實與虛擬的差距,為用戶設計開發(fā)一個與真實生活相仿的網(wǎng)絡虛擬試衣系統(tǒng),讓用戶在虛擬世界感受到方便快捷的現(xiàn)代生活,為服裝企業(yè)提供了一種互聯(lián)網(wǎng)營銷新模式。其次,本文分析了虛擬試衣在終端賣場的應用。虛擬試衣不僅局限在互聯(lián)網(wǎng)上的應用,還在商場或?qū)嶓w店鋪中,為消費者進行虛擬試穿的服務。最后本文對虛擬試衣未來的發(fā)展提出了設想和展望。
[Abstract]:With the development of science and technology, economy and culture, and the improvement of people's living standard, people's consumption pattern and life style have changed greatly, especially the rapid development of Internet technology. The importance of the network has been gradually recognized by us, and the value of network marketing and experience economy has been paid more and more attention. In clothing product sales, the appearance of virtual fitting has changed the traditional clothing display and marketing strategy. Virtual fitting refers to the use of virtual reality technology, users through digital models, can be their favorite products to "try on wearing", so as to solve the online shopping can not carry out the details of the selection problems. Make shopping more humanized. People's convenience and personalized demand for fashion products consumption behavior has promoted the emergence and development of clothing virtual fitting. It is a new way of fitting. In order to promote the brand image of clothing enterprises, online sales and clothing display, people have a new definition of clothing fitting. At the same time, the combination of virtual fitting and e-commerce has shown a huge sales advantage. The development of virtual fitting not only infuses fresh blood into the garment industry, but also opens up new ways and opportunities for clothing enterprises to increase their brand image and popularity. This paper first analyzes the application of virtual fitting in clothing network marketing from the perspective of theoretical background and practical application, and puts forward a targeted solution, mainly from the virtual model. In order to reduce the gap between reality and virtual, the author designs and develops a virtual fitting system for users, which is similar to real life. Let users in the virtual world feel the convenience of modern life, for clothing enterprises to provide a new mode of Internet marketing. Secondly. This paper analyzes the application of virtual fitting in terminal stores. Virtual fitting is not only limited to Internet applications, but also in shopping malls or physical stores. Finally, this paper puts forward some ideas and prospects for the future development of virtual fitting.
【學位授予單位】：大連工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.86;F274

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