摘要
伴随着互联网技术的革新,直播平台应运而生,是目前主流的营销方式。如何利用网络直播平台进行有效的营销从而提高商业转化率,是目前服装行业遇到的重大挑战。文章通过总结服装行业电子商务营销发展的现状趋势,分析了服装行业电子商务营销在直播过程中目前存在的问题;探讨了基于直播平台的服装行业电子商务营销发展对策与解决办法;结论提出了服装直播营销需要在直播主持、直播形式、服装品控、售后服务等方面进行改进,以此来促进服装行业直播营销的快速成熟,从而进一步促进服装行业的健康发展。
With the innovation of Internet technology,live broadcast platforms have emerged as the current mainstream marketing method.How to use the live webcast platform for effective marketing to increase the commercial conversion rate is a major challenge currently encountered by the apparel industry.The paper summarizes the current status and trends of the development of e-commerce marketing in the apparel industry,analyzes the current problems of e-commerce marketing in the apparel industry in the live broadcast platform process;discusses the development strategies and solutions for the apparel industry e-commerce marketing based on the live broadcast platform;the conclusion puts forward the apparel industry Live broadcast marketing needs to be improved in live broadcast hosting,live broadcast format,clothing quality control,after-sales service,etc.,in order to promote the rapid maturity of live broadcast marketing in the clothing industry,thereby further promoting the healthy development of the clothing industry.
作者
贾凝
JIA Ning(Shaanxi Post and Telecommunication College,Xianyang 712000,China)
出处
《西部皮革》
2021年第23期141-142,共2页
West Leather
关键词
直播平台
服装行业
电子商务
营销
live broadcast platform
apparel industry
e-commerce
marketing
