基于网络化的线上服装品牌消费行为影响研究及其创新应用

Study on Consumer Behavior and Innovation Application Based on Online Clothing Brand

主要介绍网络化线上服装品牌管理的发展状况及趋势,并且对消费者购买线上服装品牌ZARA的消费行为进行创新实践案例分析,提出搜索引擎、论坛、网络联盟和数据库等管理模式;通过分析目前国内服装市场发展的状况及所面临的困境,提出我国服装企业实现网络化消费者行为创新应用的对策,对我国服装企业进入互联网时代提供技术支持与建议.

The status of the art of development and trend of online garment brand was introduced, and take ZARA as an example to study the consumer behavior of online purchase, aiming to explore the strategy of network management of Chinese costume industry. Some management models, such as search engine, forums online, Network Alliance, date base, etc. was proposed, which will pro- vide assistance to our traditional clothing enterprise when they are transforming from traditional com- pany to clothing online enterprise.