基于R&V模式的服装营销可行性探讨

Discussion on the Feasibility of Fashion Marketing Based on R&V Mode

分析了绿盛—天畅的R&V营销模式,指出其优势在于非竞争性、低成本、高收益、开放性和用户共享。以此为基础,探讨了服装企业在网络经济时代,如何将服装产品与虚拟资源相互嵌入整合,实现闲置资源的互换,进行服装品牌营销的可行性。并指出运用R&V模式进行服装营销时,应选择与品牌定位一致的虚拟资源,加强吸引女性网络用户,优化服装网络交易平台。

This paper analyzes the Real ＆ Virtual alliance mode between Lvsheng and Tianchang, and points out that its advantages are non-competitive, low cost with high profit, opening up and sharing customers. Based on the case study, the author discusses how fashion enterprises plant each other＇s products and the feasibility of realizing the exchange of unused resource with virtual resources in the current era of internet economy. The paper also gives some suggestions for fashion enterprises to carry out the brand marketing by R＆V mode： choose the virtual resources with same brand positioning, put emphasis on attracting female internet consumers, and improve the internet platform of fashion business.