服装实体店与网店的比较探讨

A Comparative Study of Clothing Entity Store and Online Shop

服装营销目前主要有服装实体店和网店两种营销模式,服装网店是顺应网络时代的发展要求而发展起来的,是服装市场营销的必然选择。本文就传统的服装实体店与新生的网店两种营销模式在地理位置的选择、资金成本的投入、消费者购买服装时的感官体验、客源量的比较、购物所需时间及交通条件、购物的安全和可靠性以及销售时情感与传统文化等方面的优劣进行了深入的比较探讨。

The clothing marketing innovation is the soul of the enterprise to win in the market competition, and now there are two main marketing modes, namely the clothing entity store and online shop which is developed in recent years. The emergence and the spread of the online shop are the development requirements of the times, which is the inevitable choice of Chinese and the whole world’s clothing marketing. Then which is the better between the traditional clothing store and new online shop, which is worthy of our study. The comparison conditions include：the location selection of entity stores and the location neglect of online shops, the investment amount of capital, iftting, touch, observation and other sensory experience when consumers buying clothing, the customer volume comparison between the two, shopping time and trafifc conditions, the price communication and inventory, security and reliability of shopping, emotion and traditional culture during sales.