發(fā)布時(shí)間：2019-01-28 09:36

【摘要】：當(dāng)今世界互聯(lián)網(wǎng)迅猛發(fā)展,在網(wǎng)絡(luò)交易平臺(tái)逐漸被消費(fèi)者認(rèn)可和廣泛運(yùn)用的背景下,服裝網(wǎng)絡(luò)營銷完成了從起步到成熟的過程。在網(wǎng)絡(luò)交易持續(xù)發(fā)展完善的今后,網(wǎng)絡(luò)營銷占據(jù)服裝銷售的比重將逐步擴(kuò)大。色彩作為女裝的三要素之一,在實(shí)體營銷中的應(yīng)用已有相當(dāng)成熟的研究分析。從實(shí)體到網(wǎng)絡(luò),隨著營銷環(huán)境的改變,對(duì)銷售限制條件的放寬,影響銷售的因素也有所變化。 女裝網(wǎng)絡(luò)營銷中,色彩的選擇搭配對(duì)消費(fèi)者的購買意向有著重要作用。女裝網(wǎng)絡(luò)營銷的色彩不僅包括服裝色彩,陳列搭配,還涉及到品牌風(fēng)格的色彩、網(wǎng)店整體色調(diào)風(fēng)格、廣告宣傳色彩展示。因而女裝網(wǎng)絡(luò)營銷的色彩應(yīng)用成為了一個(gè)新的研究課題。 本文把色彩對(duì)女裝營銷的影響以及重要性引入到女裝的網(wǎng)絡(luò)營銷中,通過比較分析找出實(shí)體營銷與網(wǎng)絡(luò)營銷的色彩應(yīng)用差異,根據(jù)網(wǎng)絡(luò)營銷的特點(diǎn),歸納出女裝色彩應(yīng)用于網(wǎng)絡(luò)營銷的獨(dú)特之處,為理論原則的歸納總結(jié)作鋪墊。然后采用個(gè)案分析法,針對(duì)網(wǎng)絡(luò)平臺(tái)上現(xiàn)有的女裝成功案例和失敗案例,分別進(jìn)行各方面的色彩應(yīng)用分析,詳述各自色彩運(yùn)用的成功經(jīng)驗(yàn)和不足。最后總結(jié)出女裝網(wǎng)絡(luò)營銷中的色彩應(yīng)用原則,然后將其應(yīng)用到實(shí)例中,將失敗案例進(jìn)行色彩的重新設(shè)計(jì),從圖片直觀地看出設(shè)計(jì)應(yīng)用的前后對(duì)比。女裝網(wǎng)絡(luò)營銷中的色彩應(yīng)用研究為日后的理論研究擴(kuò)充和發(fā)展提供了參考,并且指導(dǎo)色彩在女裝網(wǎng)絡(luò)營銷中的實(shí)際應(yīng)用。
[Abstract]:With the rapid development of the Internet in the world, the online trading platform has gradually been recognized and widely used by consumers, and the clothing network marketing has completed the process from start to maturity. In the future, the proportion of online marketing in clothing sales will be gradually expanded. Color as one of the three elements of women's wear, the application of physical marketing has been quite mature research and analysis. From entity to network, with the change of marketing environment and the relaxation of sales restrictions, the factors affecting sales also change. In the women's wear network marketing, the color choice collocation has the important function to the consumer's purchase intention. Women's online marketing color not only includes clothing color, display collocation, but also involves brand style color, online store overall tone style, advertising color display. Therefore, the color application of women's online marketing has become a new research topic. In this paper, the influence and importance of color on women's wear marketing are introduced into the network marketing of women's wear. Through comparative analysis, the difference of color application between entity marketing and network marketing is found out, and according to the characteristics of network marketing, This paper sums up the unique features of the application of women's clothing color in network marketing, and paves the way for the conclusion of theory and principle. Then, by using the case analysis method, aiming at the existing successful cases and failure cases of women's wear on the network platform, the author analyzes the color application in various aspects, and details the successful experiences and shortcomings of the application of their own colors. Finally, the paper summarizes the principle of color application in women's clothing network marketing, and then applies it to an example, redesigning the color of the failure case, and seeing the contrast between the design application and the application directly from the picture. The research on the application of color in women's wear network marketing provides a reference for the future theoretical research expansion and development, and guides the practical application of color in women's wear network marketing.
【學(xué)位授予單位】：武漢紡織大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F426.86

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 李寶華;吳清清;;色彩在品牌服裝包裝設(shè)計(jì)中的作用[J];包裝工程;2012年24期

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本文編號(hào)：2416940