基于全渠道背景下的服装企业O2O模式研究

Research on O2O of Garment Enterprises based on Omni-Channel

互联网的发展深刻的改变了消费者的购买方式,从而也对企业传统的营销模式带来了极大的冲击。互联网是连接产品和消费者的渠道之一,可是它却贯穿了消费者消费的始终。在互联网的全渠道模式下,服装企业开始了线上和线下资源的整合,适应营销发展新形势,构建自己行业的O2O模式。本文通过雅戈尔营销的一系列动作,总结了我国服装企业现状,阐述了服装企业建立O2O的必要性;分析了在全渠道模式下,服装企业是如何建立O2O模式的,并寻找我国服装企业发展O2O存在的问题,为服装企业有效实施O2O提供建议。

With the development of the Internet, consumers change the way of purchasing, corporate marketing model has begun to reform and upgrading. The Internet is not only a channel for product sales, but also integrated into the consumer buying decision. In omni-channel, apparel companies integrate a variety of online and offline resources to build an O2O model. This article sums up the status quo of garment enterprises in China and elaborates the necessity of establishing O2O in apparel enterprises through a series of actions of Younger marketing. It also analyzes the path of apparel enterprises establishing O2O in omni-channel and summarizes the development of O2O Problem, provide advice for apparel enterprises to effectively implement O2O.