基于淘宝网络销售平台的原创女装品牌发展策略研究

Online Original Dress Brand Investigation Based on TaoBao and Development Strategies Research

从淘宝网原创女装品牌经营现状入手,通过对其卖家和买家的双向调研,获得较客观、真实的数据,并在此基础上运用SPSS13.0对调研数据进行频率描述性分析和因子分析,同时采用聚类分析方法,对被调研女性消费者的生活方式进行市场细分,并结合最终统计结果和实际问题提出原创女装品牌的可行性发展策略:增加产品更新频率;促进内部财务管理和资金运作专业化;品牌价格大众化;个性化、小众化意识塑造品牌和多样化推广。

This paper discusses the problems of online original dress brand, by means of investigation on brand owners and customers, the authors obtain the objective data, and make frequency descriptive a- nalysis and factor analysis on basis of SPSS software for investigation data. Meanwhile the clustering anal- ysis method is adopted to research the female consumers＇ lifestyle, combining the final statistical results and existing problems, the strategies are proposed for online original dress brand development： increase product updating frequency~ promote internal financial management and capital operation specialization; set price rationally; mold brand image with personalized consciousness and promote in different ways.