服装品牌经营的网络拓展研究

发布时间：2018-06-07 02:13

本文选题：服装品牌 + 网络　；参考：《北京服装学院》2008年硕士论文

【摘要】： 伴随着信息科技的迅速发展,我们已经步入数字化、网络化、信息化的时代,互联网为人类社会创造了全新的虚拟空间。与人们生活息息相关的服装行业是一项典型的传统工业,可以预见,传统服装产业与现代网络经营的结合必然带来全新的服装零售时代。基于已有的理论研究和实践探索成果,本文将重点放置于借鉴成功经验,研究适合中国消费环境的服装品牌经营网络拓展模式。论文着重探讨服装品牌如何在网络时代利用这一强势媒体来拓展自己的品牌成就,如何采纳国内外的理论成就与实践经验来形成一整套系统的发展模式,同时借鉴文化创意类产业与体验式经济的发展成果,研究多元化的网络经营拓展策略。力图通过这些研究,建设完善的品牌网站,推行现代的经营策略,为当代服装品牌的形象拓展、价值提升以及加强核心竞争力寻求更大的发展空间。
[Abstract]:With the rapid development of information technology, we have entered the digital, networked, information age, the Internet has created a new virtual space for human society. Garment industry, which is closely related to people's life, is a typical traditional industry. It can be predicted that the combination of traditional clothing industry and modern network management will inevitably bring a new era of clothing retailing. Based on the existing theoretical research and practical exploration results, this paper will focus on the successful experience to study the clothing brand management network expansion model suitable for China's consumer environment. This paper focuses on how clothing brands use this powerful media to expand their brand achievements in the Internet era, and how to adopt theoretical achievements and practical experiences at home and abroad to form a set of systematic development models. At the same time, using the development of cultural and creative industries and experiential economy for reference, the strategies of diversified network management and expansion are studied. Through these studies, the author tries to build a perfect brand website, carry out modern management strategy, and seek greater development space for the image expansion, value promotion and strengthening of core competitiveness of contemporary clothing brand.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.86;F273.2

【引证文献】