摘要
在新零售时代服装品牌商面临多种挑战。为此,基于商业模式理论与服装品牌商渠道融合实践,选取休闲类和运动类服装品牌商案例,从价值发现、价值创造、价值实现3个阶段对服装品牌商全渠道融合模式进行多案例分析。研究结果表明:在实现全渠道融合前,案例企业均实现了从单渠道向双渠道模式的变革;全渠道融合是将线下渠道体验优势与线上渠道信息优势全面融合的销售实践;服装品牌商通过技术应用与机制创新可实现全渠道融合;全渠道融合模式实现了全渠道同品类、同价格、库存共享、会员数据互通;全渠道品牌商能够通过多种渠道与客户进行互动,借助网络平台、社交工具和优惠策略组织和引导顾客。
In the new retail era,clothing brands face many challenges.The purpose of this study is to explore the omnichannel integration model for clothing brands,based on the business model theory and channel integration practices.This paper focuses on casual and sports clothing brands as case study objects.The research was carried out in three stages:value discovery,value creation,and value realization.It was found that before omnichannel integration,the businesses in this study had already made the transformation from single to dual-channel mode.The study also shows that the sales practice of the omnichannel integration model integrates the advantages of the offline channel experience with those of online channel information,and that clothing brands achieve omnichannel integration through technology application and mechanism innovation.The omnichannel model has the characteristics of same category,same price,stock sharing,and member data intercommunication.The omnichannel brand can interact with customers through various channels using preferential strategies,while organizing and guiding them through network platforms and social media.
作者
邵鹏
梁杰
SHAO Peng;LIANG Jie(School of Management,Xi′an Polytechnic University,Xi′an,Shaanxi 710048,China)
出处
《纺织学报》
EI
CAS
CSCD
北大核心
2020年第1期150-157,共8页
Journal of Textile Research
基金
教育部人文社会科学青年基金项目(19YJC630093)
陕西省软科学研究计划一般项目(2018KRM55)
关键词
新零售
全渠道
服装营销模式
渠道融合
服装品牌商
new retail
omnichannel
clothing marketing model
omnichannel integration
clothing brands
