论虚拟试衣在服装品牌营销中的应用价值

发布时间：2018-01-05 08:08

本文关键词：论虚拟试衣在服装品牌营销中的应用价值　出处：《大连工业大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着科技、经济、文化的发展,人民生活水平的提高,人们的消费模式和生活方式已经发生了巨大的改变。尤其是互联网技术迅速的发展,使网络的重要性逐渐被我们所认识,网络营销与体验经济的价值也日益被重视。在服装产品销售中,虚拟试衣的出现改变了传统的服装展示和营销策略。虚拟试衣是指利用虚拟现实技术,用户通过数字模特,可将自己喜欢的商品进行“试穿试戴”,从而解决网络购物时无法进行细节挑选所出现的问题,使购物更人性化。人们对时尚产品消费行为的便捷性与个性化需求促使了服装虚拟试衣的产生和发展。它作为一种全新的试衣方式,有利于服装企业进行品牌形象推广,在线销售以及服装展示,使人们对服装试穿有了重新的定义。同时,虚拟试衣与电子商务的结合更显现了巨大的销售优势,虚拟试衣的发展为服装行业注入了新鲜的血液,也给服装企业增加品牌的形象和知名度开拓了新途径,带来了新的发展机遇。本文首先从理论背景及现实应用角度分析了虚拟试衣在服装网络营销中的应用,并提出了有针对性的解决方案。主要从虚拟模特、服装以及动态试衣等几个主要方面进行分析,减少现实与虚拟的差距,为用户设计开发一个与真实生活相仿的网络虚拟试衣系统,让用户在虚拟世界感受到方便快捷的现代生活,为服装企业提供了一种互联网营销新模式。其次,本文分析了虚拟试衣在终端卖场的应用。虚拟试衣不仅局限在互联网上的应用,还在商场或实体店铺中,为消费者进行虚拟试穿的服务。最后本文对虚拟试衣未来的发展提出了设想和展望。
[Abstract]:With the development of science and technology, economy and culture, and the improvement of people's living standard, people's consumption pattern and life style have changed greatly, especially the rapid development of Internet technology. The importance of the network has been gradually recognized by us, and the value of network marketing and experience economy has been paid more and more attention. In clothing product sales, the appearance of virtual fitting has changed the traditional clothing display and marketing strategy. Virtual fitting refers to the use of virtual reality technology, users through digital models, can be their favorite products to "try on wearing", so as to solve the online shopping can not carry out the details of the selection problems. Make shopping more humanized. People's convenience and personalized demand for fashion products consumption behavior has promoted the emergence and development of clothing virtual fitting. It is a new way of fitting. In order to promote the brand image of clothing enterprises, online sales and clothing display, people have a new definition of clothing fitting. At the same time, the combination of virtual fitting and e-commerce has shown a huge sales advantage. The development of virtual fitting not only infuses fresh blood into the garment industry, but also opens up new ways and opportunities for clothing enterprises to increase their brand image and popularity. This paper first analyzes the application of virtual fitting in clothing network marketing from the perspective of theoretical background and practical application, and puts forward a targeted solution, mainly from the virtual model. In order to reduce the gap between reality and virtual, the author designs and develops a virtual fitting system for users, which is similar to real life. Let users in the virtual world feel the convenience of modern life, for clothing enterprises to provide a new mode of Internet marketing. Secondly. This paper analyzes the application of virtual fitting in terminal stores. Virtual fitting is not only limited to Internet applications, but also in shopping malls or physical stores. Finally, this paper puts forward some ideas and prospects for the future development of virtual fitting.
【学位授予单位】：大连工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.86;F274

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