新媒体背景下服装行业的网络营销模式研究

Research on the Internet Marketing Model of Clothing Industry under the Background of New Media

随着互联网信息技术的加速推进,营销模式经历了从传统向多元销售逐级变化的过程。消费者需求、消费观念以及消费方式等都产生了巨大转变,特别是网络营销的迅猛发展,以互联网、社交媒体为代表的新媒体大规模渗透市场,不断推动着营销媒介的发展和改变,本文提出四种网络营销模式:传统电商、社交电商、O2O融合零售、直播带货,从服装角度分析了其特点及变革趋势,希望能为服装企业创新营销模式提供一些有益建议。

With the acceleration of Internet information technology,the marketing model has undergone a gradual change from traditional to diversified sales.Consumer needs,consumption concepts,and consumption patterns have undergone tremendous changes,especially the rapid development of online marketing.New media represented by the Internet and social media has penetrated the market on a large scale,and continue to promote the development and change of marketing media.The following four online marketing models are proposed:traditional e-commerce,social e-commerce,O2O integrated retail,and live broadcast delivery.They choose to analyze their characteristics and reform trends from the perspective of clothing,and hope to provide some useful suggestions for innovative marketing models for apparel companies.