摘要
为突破服装网络销售因消费者体验性受限制而遭遇的发展瓶颈,从重视产品展示以丰富感官体验、借助虚拟技术以创建互动体验、创新运营模式以提升多元体验等方面对服装电商企业的产品营销策略进行探讨,以满足当今消费者对商品的多元化体验需求,从而提升消费者满意度、促成购买行为,促进电商企业的良性发展。
In order to overcome clothing e-commerce enterprises＇ development bottleneck caused by limitations of consumer experience, product marketing strategies about network sale were discussed from the following three aspects： enhancing sensory experience with diversified product display, creating interactive experience with virtual technology and promoting multicultural experience with innovative business mode. These strategies were carried out to satisfy consumers＇ diversified demand, so as to enhance consumers＇ satisfaction and purchase behavior, and promote healthy development of the e-commerce enterprise.
出处
《纺织导报》
CAS
北大核心
2014年第11期88-91,共4页
China Textile Leader
基金
2013年江苏省高等教育教改研究立项课题<基于"网店"的女装项目课程教学模式改革与实践>(2013JSJG433)
关键词
服装
电子商务
客户体验
营销策略
运营模式
clothing
electronic commerce
customer experience
marketing strategy
business mode
