网络服装定制的消费意向及营销对策研究

Consumer Intention and Marketing Strategy of the Network Custom Clothing Research

通过问卷调查方式,对网络服装定制的现状进行了研究,重点分析了公司职员、公务员、事业单位职业群体的网购习惯、需求动机和定制期望,并与学生群体进行对比分析.基于数据结果,对服装定制企业和商业平台提出了加快反应速度、物流个性化服务、多方位定制、细分群体平价策略等营销建议.

Through questionnaires, the status of the network custom clothing research, focusing on analysis of company employees, civil servants, online shopping habits and institutions occupational groups, needs motivation and custom expectations, and with student groups were analyzed. The resuits show that custom clothing business and commercial platforms need to provide for different subgroups to adapt their marketing strategies.