基于用户体验的国内男装设计师品牌营销新模式研究

发布时间：2018-04-14 11:10

本文选题：OFFO营销新模式 + 男装设计师品牌　；参考：《东华大学》2013年硕士论文

【摘要】：随着服务经济越来越多的向体验经济转变,市场消费方向及购买方式的加速与变革,“用户体验”这个词已经不再专属于信息技术或计算机IT领域。相反,越来越多的服装企业开始关注消费者从知晓品牌信息直到购买并使用产品的一系列体验感受,并试图通过从经营理念、渠道管理、营销方式等方面的品质提升,探索出一条迎合企业未来市场的新方法。作为未来国内时尚界的中坚力量,设计师品牌正在以飞快的速度崛起,政府近年来也逐渐加大了对其的政策扶持,但这些品牌在起步阶段的发展仍然十分艰辛。特别是由于资金与资源的限制,缺乏有效的品牌宣传与推广,目前国内的设计师品牌大多处于“单干”阶段,无法借助一个专业的平台力量“抱团”拧成一股绳。但与此同时,国内市场消费力却在迅速成长与壮大,他们似乎缺乏一个平台快速准确地找到自己想要的具有个性、独树一帜的设计师品牌。本论文在综合了解了国内男装设计师品牌发展现状及国内男装消费者市场需求之后,借鉴目前较符合都市人生活状态及购买习惯的线上线下020商务模式,创建了国内男装设计师品牌OFFO新营销模式。建立新营销模式的目的是为了探究“线上功能性选择-线下选择性试穿-线上针对性购买”的模式是否可以解决现代男士选衣“愁”的问题。同时,为了更直观地验证OFFO模式的合理性及可行性,本文运用PHP+APACHE+MYSQL构架,DREAMWEAVER的软件开发系统对所构想的新模式进行实际网站构造,形成一套未来可以上线运行的模式开发系统。完成网站初步搭建后,对目标消费群群体进行用户体验模式的可行性调研,通过对26位被调研者的测试结果得出结论：未来OFFO模式存在巨大的市场潜力,更多吸引高学历、高文化、高收入、认同新鲜事物并享受一对一服务的男性用户。
[Abstract]:With more and more service economy changing to experience economy, the direction of market consumption and the way of purchase accelerates and changes, the word "user experience" no longer belongs to the field of information technology or computer IT.On the contrary, more and more garment enterprises begin to pay attention to the experience of consumers from knowing brand information to buying and using the products, and try to improve the quality of the products from the aspects of business philosophy, channel management, marketing methods and so on.Explore a new way to cater to the future market of enterprises.As the backbone of the future domestic fashion industry, designer brands are rising rapidly, and the government has gradually increased its policy support in recent years, but the development of these brands in the initial stage is still very difficult.Especially because of the limitation of funds and resources, the lack of effective brand propaganda and promotion, at present, most of the domestic designer brands are in the stage of "doing alone", and can not be twisted into a rope with the help of a professional platform.But at the same time, the domestic market consumption is growing rapidly, they seem to lack a platform to quickly and accurately find their own personality, unique designer brand.After the comprehensive understanding of the domestic men's fashion designer brand development and the domestic men's wear consumer market demand, this paper draws lessons from the online and offline 020 business model, which is more in line with the city people's living conditions and purchasing habits.Created the domestic men's clothing designer brand OFFO new marketing model.The purpose of establishing the new marketing model is to find out whether the model of "online functional choice, offline selective wear and online targeted purchase" can solve the problem of "worry" in modern men's clothing selection.At the same time, in order to verify the rationality and feasibility of the OFFO model more intuitively, this paper uses the software development system of PHP APACHE MYSQL to construct the actual website of the new model and form a model development system which can be run online in the future.After the initial construction of the website, the feasibility of the user experience model for the target consumer group is investigated. Through the test results of 26 respondents, it is concluded that the future OFFO model has huge market potential and attracts more high academic qualifications.High culture, high income, identify with new things and enjoy one-on-one service for male users.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.86;F274

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