贝尔模型基于线上冲击在服装品牌形象中的应用

Biel model applied in the clothing brand image based on the on-line impact

随着互联网日新月异的发展,线上服装销售对线下实体店产生了较大的冲击,同时也影响了服装企业对品牌形象的掌控。本文以在校大学生为调研对象,首先对服装品牌形象的影响因子展开大数据式的收集和选取,并运用Spss 19.0软件进行验证性因子分析;其次根据分析结果改进贝尔模型,进而提出一种新的服装品牌形象模型;最后将改进模型与传统模型进行了对比。该研究可为企业服装品牌形象的树立、维护和提升提供参考。

With the rapid development of internet,clothing online sale has made a great impact on the offline physical stores,and also affected the control ability brand image of clothing enterprises.University students were served as the research object of this program.First,the influence factors of clothing brand image were collected and selected,and Spss 19.0 software was used to carry out the verification factor analysis.Secondly,the Biel model was improved according to the analysis results,and a new image model of clothing brand was proposed.Finally,comparision was made between the improved model and the traditional model.The research could provide some suggestions for the establishment,maintenance and promotion of the image of the enterprisesclothing brand.