摘要
互联网技术的革命,使人类从IT时代跨入DT时代,移动互联网、大数据、云计算相互交织在一起,共同改变了人们的交易场所,提高了交易速度,拓宽了交易范围,让线上线下逐渐融为一体。O2O商业模式以其方便、体验和个性化服务的特点不断承载着人们对更高购物环境的要求,随时线上消费,随时线下体验。本文立足O2O服装品牌,通过解析O2O商业模式的运营机制,探讨O2O服装品牌运营节点,O2O服装品牌的运营基础:精准推广;运营保障:个性化服务;运营核心:线下体验;运营关键:客户反馈。
Internet technology revolution made the human step into DT age from IT age, mobile Internet, big data, cloud computing are intertwined together, they are all changed people’s trading places, improved the trading speed, broadened the trading scope, made the online and the offline integrated gradually. O2O business model is bearing the customers’ shopping atmosphere for higher requirements, at any time online consumption, and offline experience. This paper is based on O2O apparel brands, through research the operation mechanism of the O2O business model, exploring O2O apparel brands’ operational nodes, operational infrastructure of O2O apparel brands: precision promotion;operational guarantee: personalized services;operational core: the offline experience;operational key: feedback.
作者
朱伟明
李浩
Zhu Weiming;Li Hao(Zhejiang Sci-Tech University, Hangzhou 310018)
出处
《上海视觉》
2016年第1期36-41,共6页
Shanghai Vision
基金
浙江省科技厅软科学项目(2015C35022)
杭州市哲学社会科学规划常规课题(M15JC033).
