服装网络营销对品牌力影响的实证研究

Empirical research on effect of apparel network marketing on brand power

为探讨服装网络营销对品牌力影响的相关性及强弱,以H品牌男装为例,使用李克特(Likert)量表,通过对H品牌网络营销使用基本情况打分及H品牌网络营销对品牌力影响进行打分来收集数据;然后运用基本频数分析来说明H品牌销售渠道的基本情况,运用因子分析确定出H品牌网络营销对品牌力影响的6个关键因子,分别是品牌附加价值因子、产品特性因子、服务环境因子、广告因子、促销因子及网络营销因子;最后运用相关分析发现,H品牌网络营销与适合中国男性体型、高档品牌因素、产品设计好因素、投放广告多、广告设计好因素、促销活动因素及价格适宜因素呈正相关,呈负相关的是店员服务热情高效因素及店铺方便、易买到因素。

An investigation into the influence of apparel network marketing on brand power,taking men′s wear brand H as an example,used Likert scale to evaluate the operation of the network marketing and the influence of brand H network marketing on brand power and gave them marks accordingly and related data were collected.A multiple response cross frequency analysis was used to describe the basic situation of brand H marketing channels,while factor analysis was used to determined the key factors affecting brand power of brand H network marketing,that is,value-added factor,product characteristic factor,service environment factor,advertisement factor,promotion factor and network marketing factor.Finally,it was found by correlation analysis that there is a positive correlation between H brand network marketing and fit for Chinese male body,high-end brand,well designed product,more advertisement,well designed advertisement,promotion activity and reasonable price.However,warm service and efficient work of the seller,shop convenient,and easy to buy are negative correlated to H brand network marketing.