【摘要】：網(wǎng)絡購物的發(fā)展給服裝市場帶來了新的機遇與活力，同時孕育了各類網(wǎng)絡品牌的產(chǎn)生，并且為其發(fā)展提供了良好的機會與平臺。在眾多網(wǎng)絡購物品類中，以網(wǎng)絡男裝的發(fā)展?jié)摿ψ顬榫薮蟆榱诉m應服裝網(wǎng)絡購物發(fā)展與需求的快速更迭變化，網(wǎng)絡男裝品牌面臨著運營模式的調(diào)整與轉(zhuǎn)變，需要區(qū)別于線下傳統(tǒng)服裝品牌對待，因此本文以網(wǎng)絡男裝品牌為主要研究對象，結(jié)合網(wǎng)絡購物特點及要求，運用了大數(shù)據(jù)時代背景下網(wǎng)絡的衍生軟件——數(shù)據(jù)統(tǒng)計軟件作為輔助工具，綜合分析并提出了針對于網(wǎng)絡服裝消費市場的男裝產(chǎn)品開發(fā)要求與新模式。以品牌中最為重要的產(chǎn)品開發(fā)為例，其方法可以映射到整個網(wǎng)絡男裝品牌的其他方方面面，最終提高品牌在服裝網(wǎng)絡購物市場中的整體效益與市場競爭力。 為了實現(xiàn)這一目標，文章主要從以下幾個方面進行分析：首先，通過對網(wǎng)絡購物環(huán)境概況的分析，歸納總結(jié)出其特點與趨勢以及對輔助性應用軟件產(chǎn)生與發(fā)展的影響，而后具體針對網(wǎng)絡男裝品牌和產(chǎn)品開發(fā)的基本內(nèi)容進行詳細闡述，同時介紹了大數(shù)據(jù)在當今全球經(jīng)濟發(fā)展中的重要作用及數(shù)據(jù)統(tǒng)計軟件在網(wǎng)絡購物中的研究發(fā)展情況，充分說明其巨大的應用價值，為下文的應用思路做鋪墊。其次為數(shù)據(jù)統(tǒng)計在網(wǎng)絡男裝品牌產(chǎn)品開發(fā)上的應用思路，包括對線下傳統(tǒng)男裝品牌與現(xiàn)代網(wǎng)絡男裝品牌在產(chǎn)品開發(fā)上的差異化對比，并且分析總結(jié)數(shù)據(jù)統(tǒng)計軟件的類別與選擇原則，進一步明確了數(shù)據(jù)統(tǒng)計在品牌產(chǎn)品開發(fā)上的應用價值。最后以男裝產(chǎn)品中的襯衫品類為例，詳細的介紹了數(shù)據(jù)統(tǒng)計在其設計開發(fā)上的應用過程，總結(jié)出適用于現(xiàn)代網(wǎng)絡購物環(huán)境的網(wǎng)絡男裝品牌產(chǎn)品開發(fā)新模式。 本課題在研究的過程中，通過與服裝企業(yè)的實際合作、實地市場調(diào)查、網(wǎng)絡信息資料搜集、文獻查閱等多種途徑來了解國內(nèi)外網(wǎng)絡男裝產(chǎn)品開發(fā)的模式以及網(wǎng)絡數(shù)據(jù)的價值，，通過實踐與理論的結(jié)合運用，逐步探索分析了網(wǎng)絡數(shù)據(jù)統(tǒng)計在男裝品牌產(chǎn)品開發(fā)上的應用方式，最終確立了適用于現(xiàn)代網(wǎng)絡購物發(fā)展的產(chǎn)品開發(fā)模式，為國內(nèi)的網(wǎng)絡男裝品牌產(chǎn)品設計開發(fā)提供實踐參考。
[Abstract]:The development of online shopping brings new opportunities and vitality to the clothing market, at the same time gestates the emergence of all kinds of network brands, and provides a good opportunity and platform for its development. In numerous network purchase goods category, the development potential of network menswear is the greatest. In order to adapt to the rapid change of clothing online shopping development and demand, the online men's clothing brand is facing the adjustment and transformation of the operation mode, which needs to be treated differently from the traditional clothing brand below the line. Therefore, this article takes the network men's clothing brand as the main research object, unifies the network shopping characteristic and the request, has used the network derivative software-data statistics software as the auxiliary tool under the big data era background, This paper comprehensively analyzes and puts forward the requirements and new mode of men's wear product development aiming at the online clothing consumption market. Taking the most important product development in the brand as an example, the method can be mapped to other aspects of the whole online men's clothing brand, and finally improve the overall benefit and market competitiveness of the brand in the clothing online shopping market. In order to achieve this goal, the article mainly carries on the analysis from the following several aspects: first, through the analysis to the network shopping environment general situation, summarizes its characteristic and the tendency as well as to the auxiliary application software production and the development influence, Then the basic contents of network men's wear brand and product development are elaborated in detail, and the important role of big data in the global economic development and the research and development of data statistics software in online shopping are introduced. Fully explain its huge application value, for the following application ideas to do the groundwork. Secondly, the application of data statistics in the product development of network men's wear brand, including the contrast between traditional men's wear brand and modern men's clothing brand in product development. The classification and selection principle of data statistics software are analyzed and summarized, and the application value of data statistics in brand product development is further clarified. Finally, taking the shirt category of men's wear products as an example, the application process of data statistics in its design and development is introduced in detail, and a new model of network men's wear brand product development suitable for modern online shopping environment is summarized. In the course of the research, through the actual cooperation with garment enterprises, field market investigation, network information collection, literature review and other ways to understand the domestic and foreign network men's wear product development model and the value of network data. Through the combination of practice and theory, this paper gradually explores and analyzes the application of network data statistics in men's clothing brand product development, and finally establishes a product development model suitable for the development of modern online shopping. For the domestic network men's brand product design and development to provide practical reference.
【學位授予單位】：江南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F724.6;F426.86;F224

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