中国服装品牌网络营销应用研究综述

Literature Review on the Applied Research of China Apparel Brand E-Marketing

本文选取了65篇具有代表性的文献,对网络营销进行分析、研究。以企业网络营销运作模式、实现途径和过程,企业网络营销能力的测量指标,企业网络营销的影响因素作为本文的研究视角,以所选取的文献为样本,对三类研究视角进行整理分析,并从如何进一步研究中国服装品牌企业开展网络营销方面提出框架性建议。

This article chose sixty-five representative literature to study and analyze e-marketing. then use the e-marketing operation pattern, channel and process, the measure index of enterprise＇s e- marketing capability, the influencing factor of e-marketing these three aspects as our research angle, classifying and analyzing these three research angles from the chosen literature, and finally make structural suggestions on our further research into e-marketing in China apparel brand enterprises.