本文選題：OFFO營(yíng)銷(xiāo)新模式 + 男裝設(shè)計(jì)師品牌　； 參考：《東華大學(xué)》2013年碩士論文

【摘要】：隨著服務(wù)經(jīng)濟(jì)越來(lái)越多的向體驗(yàn)經(jīng)濟(jì)轉(zhuǎn)變,市場(chǎng)消費(fèi)方向及購(gòu)買(mǎi)方式的加速與變革,“用戶(hù)體驗(yàn)”這個(gè)詞已經(jīng)不再專(zhuān)屬于信息技術(shù)或計(jì)算機(jī)IT領(lǐng)域。相反,越來(lái)越多的服裝企業(yè)開(kāi)始關(guān)注消費(fèi)者從知曉品牌信息直到購(gòu)買(mǎi)并使用產(chǎn)品的一系列體驗(yàn)感受,并試圖通過(guò)從經(jīng)營(yíng)理念、渠道管理、營(yíng)銷(xiāo)方式等方面的品質(zhì)提升,探索出一條迎合企業(yè)未來(lái)市場(chǎng)的新方法。 作為未來(lái)國(guó)內(nèi)時(shí)尚界的中堅(jiān)力量,設(shè)計(jì)師品牌正在以飛快的速度崛起,政府近年來(lái)也逐漸加大了對(duì)其的政策扶持,但這些品牌在起步階段的發(fā)展仍然十分艱辛。特別是由于資金與資源的限制,缺乏有效的品牌宣傳與推廣,目前國(guó)內(nèi)的設(shè)計(jì)師品牌大多處于“單干”階段,無(wú)法借助一個(gè)專(zhuān)業(yè)的平臺(tái)力量“抱團(tuán)”擰成一股繩。但與此同時(shí),國(guó)內(nèi)市場(chǎng)消費(fèi)力卻在迅速成長(zhǎng)與壯大,他們似乎缺乏一個(gè)平臺(tái)快速準(zhǔn)確地找到自己想要的具有個(gè)性、獨(dú)樹(shù)一幟的設(shè)計(jì)師品牌。 本論文在綜合了解了國(guó)內(nèi)男裝設(shè)計(jì)師品牌發(fā)展現(xiàn)狀及國(guó)內(nèi)男裝消費(fèi)者市場(chǎng)需求之后,借鑒目前較符合都市人生活狀態(tài)及購(gòu)買(mǎi)習(xí)慣的線上線下020商務(wù)模式,創(chuàng)建了國(guó)內(nèi)男裝設(shè)計(jì)師品牌OFFO新?tīng)I(yíng)銷(xiāo)模式。建立新?tīng)I(yíng)銷(xiāo)模式的目的是為了探究“線上功能性選擇-線下選擇性試穿-線上針對(duì)性購(gòu)買(mǎi)”的模式是否可以解決現(xiàn)代男士選衣“愁”的問(wèn)題。同時(shí),為了更直觀地驗(yàn)證OFFO模式的合理性及可行性,本文運(yùn)用PHP+APACHE+MYSQL構(gòu)架,DREAMWEAVER的軟件開(kāi)發(fā)系統(tǒng)對(duì)所構(gòu)想的新模式進(jìn)行實(shí)際網(wǎng)站構(gòu)造,形成一套未來(lái)可以上線運(yùn)行的模式開(kāi)發(fā)系統(tǒng)。完成網(wǎng)站初步搭建后,對(duì)目標(biāo)消費(fèi)群群體進(jìn)行用戶(hù)體驗(yàn)?zāi)Ｊ降目尚行哉{(diào)研,通過(guò)對(duì)26位被調(diào)研者的測(cè)試結(jié)果得出結(jié)論：未來(lái)OFFO模式存在巨大的市場(chǎng)潛力,更多吸引高學(xué)歷、高文化、高收入、認(rèn)同新鮮事物并享受一對(duì)一服務(wù)的男性用戶(hù)。
[Abstract]:With more and more service economy changing to experience economy, the direction of market consumption and the way of purchase accelerates and changes, the word "user experience" no longer belongs to the field of information technology or computer IT.On the contrary, more and more garment enterprises begin to pay attention to the experience of consumers from knowing brand information to buying and using the products, and try to improve the quality of the products from the aspects of business philosophy, channel management, marketing methods and so on.Explore a new way to cater to the future market of enterprises.As the backbone of the future domestic fashion industry, designer brands are rising rapidly, and the government has gradually increased its policy support in recent years, but the development of these brands in the initial stage is still very difficult.Especially because of the limitation of funds and resources, the lack of effective brand propaganda and promotion, at present, most of the domestic designer brands are in the stage of "doing alone", and can not be twisted into a rope with the help of a professional platform.But at the same time, the domestic market consumption is growing rapidly, they seem to lack a platform to quickly and accurately find their own personality, unique designer brand.After the comprehensive understanding of the domestic men's fashion designer brand development and the domestic men's wear consumer market demand, this paper draws lessons from the online and offline 020 business model, which is more in line with the city people's living conditions and purchasing habits.Created the domestic men's clothing designer brand OFFO new marketing model.The purpose of establishing the new marketing model is to find out whether the model of "online functional choice, offline selective wear and online targeted purchase" can solve the problem of "worry" in modern men's clothing selection.At the same time, in order to verify the rationality and feasibility of the OFFO model more intuitively, this paper uses the software development system of PHP APACHE MYSQL to construct the actual website of the new model and form a model development system which can be run online in the future.After the initial construction of the website, the feasibility of the user experience model for the target consumer group is investigated. Through the test results of 26 respondents, it is concluded that the future OFFO model has huge market potential and attracts more high academic qualifications.High culture, high income, identify with new things and enjoy one-on-one service for male users.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F426.86;F274

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