网络销售背景下的顾客参与式设计研究

发布时间：2018-06-27 07:51

本文选题：电子商务 + 顾客参与　；参考：《东华大学》2014年硕士论文

【摘要】：随着体验经济时代的到来,参与、合作、沟通越来越成为社会价值创造中的关键词,企业要获得长远的发展,在未来仍具备竞争力,需要遵循共同创造价值的准则,另一方面,互联网技术改变着事物的存在方式,网络将进入社会生产的每一个领域,未来的价值创造者需要建立互联网时代的新思维。本文基于目前网络服装销售的发展情况,再次论证网络渠道是服装企业必然的发展趋势,提高产品的开发效率对企业迎合互联网时代发展特征非常必要。本文首先通过发放问卷对参与互联网渠道服装产品消费的人群进行调研,得到关于消费行为、消费心理、消费需求,以及国内网络服装销售及品牌口碑等信息。此外,从现有服装电子商务几大主要平台入手,阐述了目前国内互联网各类平台中服装销售与服装品牌建设的发展成果与不足,同时以案例说明的方式列举了国外时尚服饰品牌的网络营销状况,以提供对比。提高顾客的参与感、邀请顾客共同开发产品则是一种行之有效的设计模式。在文献查阅过程中,笔者发现关于“顾客参与”这一概念的研究起源于服务行业,但随着研究与技术的进步,顾客参与的范围逐渐向实物产品的开发过渡。本文的研究内容为基于网络的顾客参与设计,对于顾客参与的界定为：以终端消费者为主体、针对实物产品开发的参与行为与结果。本文将市场中现已存在的网络定制、互动式设计均归纳为这种基于网络的顾客参与式设计。顾客参与的概念多在管理学与市场营销学中得到应用,因此这种设计方法常被认为更倾向于一种营销活动。对此本文认为,在这种模式中,顾客参与设计的模式仍然以设计为核心,并且设计方法的确发生了变化,可视为一种设计创新。同时,学术界也已出现相关的设计创新研究。服装企业进行创新,设计是核心要素,如何结合时代背景与理论研究,提出深刻满足当代消费者需求的服装设计模式是发展中的挑战,也是本文的研究目的。本文从服装网络销售现状与面临的问题入手,对于具有典型意义的电子商务平台进行分析,同时探讨了互联网中服装产品消费者的特征,分析服装企业为迎合消费者需要应当做出的改变,最后提出了顾客参与的设计模式相关设想。
[Abstract]:With the advent of the experience economy era, participation, cooperation and communication have become more and more key words in the creation of social value. In order to achieve long-term development and competitiveness in the future, enterprises need to follow the principles of creating value together. On the other hand, Internet technology changes the way of existence of things, and the network will enter every social production. In one field, future value creators need to build new thinking in the Internet age.
Based on the current development of network clothing sales, this paper again demonstrates that network channels are the inevitable trend of clothing enterprises. Improving the efficiency of product development is very necessary for enterprises to meet the development characteristics of the Internet age. In terms of consumer behavior, consumer psychology, consumption demand, and domestic network clothing sales and brand word of mouth information. In addition, from the main platform of existing clothing electronic commerce, this paper expounds the development achievements and shortcomings of clothing sales and clothing brand construction in various domestic Internet platforms, and enumerates in the way of case description. The Internet marketing status of foreign fashion brands is to provide contrast.
In the process of literature review, the author found that the research on the concept of "customer participation" originated in the service industry, but with the progress of research and technology, the scope of customer participation has gradually shifted to the development of physical products. The research content is the customer participation design based on the network, and the definition of customer participation is: Taking the terminal consumer as the main body, aiming at the participation behavior and the result of the physical product development. The present network customization and interactive design in the market are all summed up as this network based customer participatory design.
The concept of customer participation is mostly applied in management and marketing, so this design method is often considered to be more inclined to a marketing activity. In this paper, the model of customer participation in the design is still designed as the core, and the design method does change, which can be regarded as a design innovation. In the academic circles, there has also been some research on design innovation.
The innovation and design of clothing enterprises are the core elements. How to combine the background of the times and theoretical research and put forward a fashion design model which can meet the needs of contemporary consumers is a challenge in the development and the purpose of this article. The platform is analyzed, and the characteristics of the consumer of the clothing products in the Internet are discussed, and the changes that clothing enterprises should be made to meet the needs of consumers are analyzed. Finally, the design pattern of customer participation is put forward.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.86;F724.6

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