基于O2O模式下的服装品牌消费体验的研究

发布时间：2018-03-07 05:06

本文选题：服装品牌　切入点：O2O模式　出处：《天津工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着互联网时代的到来,传统服装企业的实体店在过去的一段时间里遭受了猛烈的冲击,使得许多企业不得不关掉许多实体店,因此传统服装企业必须进行升级改造,找到新的商业突破口。O2O(Online to Offline)模式是当今互联网络浪潮中的热点。02O中的两个"O"形象的代表两个世界,一个是虚拟一个是现实。一个是线上一个是线下,而核心在于这个"2"。"2"是一种精神,一种思维,是链接与融合。服装业作为一种和时尚密不可分的产业,理所当然的成为了最先应用O2O模式的产业之一。可以看出国外的服装快时尚企业已经开始试水O2O模式,针对不同的消费群体和品牌定位,国内外的服装企业试水O2O模式目前可以分为四种模式:门店模式,定制模式,生活体验店模式和粉丝经营模式。由于本身具有良好的品牌影响力和科技发展的支持使得日美的品牌:优衣库、Zara等品牌可以在线上线下全渠道领域进行战略布局,从而完成转型。O2O模式的核心价值是提高消费体验。随着消费者对服装的消费观念从传统的"物质"消费逐渐转向"体验"消费。便捷、有趣、个性化的消费体验能够促进消费者的购买。消费者追求的不仅仅是优质的产品服务,更是消费过程中的感知与情感体验。本文选取快时尚品牌为研究对象,以消费体验价值理论为依据,综合运用消费者行为学,服装社会心理学等多学科知识,探究快时尚品牌O2O模式的消费体验。论文结合消费者心理学和行为学建立了服装品牌O2O模式下的消费体验研究理论模型,通过翻阅资料,小组讨论和问卷调差的方法设计出了基于线上线下结合营销新模式下的消费体验调查问卷。随后对调查问卷进行发放与回收,将回收的数据进行整理核对去除不正常的问卷,利用spss软件进行了分析:通过因子分析对影响因子进行降维;通过多元线性回归分析确定变量间的相关性,并对假设进行验证;通过单因素方差分析得到人口统计变量对顾客消费体验的影响情况。并且提出了假设。通过数据分析研究验证了假设模型的准确性并在论文最后结合我国服装行业的基本情况,借鉴外国快时尚品牌O2O模式的成功策略为我国的服装企业从定价、内部培养、营销手段、虚拟试衣、LBS定位服务、售后管理体制这几个方面提出一定的建议,希望对于我国服装企业转型O2O模式有所帮助和借鉴。
[Abstract]:With the advent of the Internet era, the physical stores of the traditional clothing enterprises have suffered a fierce impact in the past period of time, making many enterprises have to close many physical stores, so the traditional clothing enterprises must upgrade and transform. Finding a new business breakthrough. O2OOnline to offline) is the representation of two "O" images of "O" in today's Internet wave. One is virtual, the other is reality. The other is online, and the other is offline. But the core lies in this "2". "2" is a spirit, a kind of thinking, is the link and the fusion. As a matter of course, it has become one of the first industries to use the O2O model. It can be seen that foreign garment fast fashion enterprises have begun to test the O2O model, aiming at different consumer groups and brand positioning. At present, domestic and foreign garment enterprises can be divided into four modes: store mode, custom mode, Because of its good brand influence and the support of technology development, Japanese and American brands: brands such as Uniqlo, Zara, etc., are able to make strategic layouts online, online, offline, all channels, and so on. Thus, the core value of completing the transformation of .O2O model is to improve the consumption experience. As consumers' consumption concept of clothing gradually changes from traditional "material" consumption to "experience" consumption, it is convenient and interesting. Personalized consumer experience can promote the purchase of consumers. Consumers pursue not only high-quality products and services, but also the perception and emotional experience in the process of consumption. On the basis of the theory of consumer experience value, the comprehensive use of consumer behavior, clothing social psychology and other multidisciplinary knowledge, This paper combines consumer psychology and behavior to establish a theoretical model of consumer experience under O _ 2O mode of clothing brand. The method of group discussion and poor questionnaire design is based on the online and offline marketing model of the new model of consumer experience questionnaire. Then the questionnaire is distributed and recovered, and the collected data is collated and checked to remove the abnormal questionnaire. The spss software is used to analyze: factor analysis is used to reduce the dimension of the influence factors, the correlation among variables is determined by multiple linear regression analysis, and the hypothesis is verified. The influence of demographic variables on customer consumption experience is obtained by univariate ANOVA, and the hypothesis is put forward. The accuracy of the hypothesis model is verified by data analysis. At the end of the paper, the basic situation of clothing industry in China is combined. Using the successful strategy of foreign fast fashion brand O2O model for reference, some suggestions are put forward for Chinese garment enterprises from the aspects of pricing, internal cultivation, marketing means, virtual fitting LBS positioning service, after-sale management system, etc. We hope to help and learn from the transformation of O 2 O model for Chinese garment enterprises.
【学位授予单位】：天津工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.86;F724.6

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