浅析网络服装视觉营销的模式创新

发布时间：2018-01-26 23:14

本文关键词： 网络服装视觉营销模式创新　出处：《中国美术学院》2012年硕士论文　论文类型：学位论文

【摘要】：信息时代的到来正在使我们的生活发生着根本的变革，，二十一世纪，随着高科技的飞速发展，互联网的发展也日新月异，网络以惊人的速度席卷全球，全球网民的数量也在迅猛增长，上网已经成为全球每天人们生活中不可缺少的重要部分，因而，网上购物的风潮也迅速在全球蔓延，其商业潜力不可估量。其中，服装作为最适合网络销售的商品之一，网络服装营销正逐步成为我们日益重视的一个重大课题，展现在传统服装企业面前的是无限的商机和严峻的挑战。随着全社会网络化进程的加快，服装业网络营销模式的不断创新必将使服装企业整体经营水平迅速提升，而对于网络服装营销模式而言，如何提高网络服装视觉营销的效果则是重中之重。因为对网络服装视觉营销的模式创新研究是提高网络营销交易量的最重要的因素之一，所以基于前人已有的理论研究和实践探索成果，本文研究重点是以当代网络发展背景，网络消费人群的分类和网络服装营销的模式以及网络服装视觉营销模式的定位和应用为理论基础，同时以国内外著名服装网络营销经典案例为研究素材，多视角地分析和总结当下国内外网络服装视觉营销模式创新的类型，并结合网上销售服装产品和网上市场本身的特点，并通过本人参与的案例实践，从一个全新的角度，理论联系实际，展现网络服装视觉营销模式创新的优势特点和发展趋向。希望通过这些研究能够给国内蓬勃发展的网上服装企业提供更好的借鉴，为建设更加国际化、高科技化的服装营销网站添砖加瓦，为当代网络服装品牌的形象拓展，品牌价值的提升，以及加强全球网上交易的核心竞争力寻求更大的发展空间！
[Abstract]:In 21th century, with the rapid development of high technology, the development of the Internet is also changing with each passing day, and the network is sweeping the world at an amazing speed. The number of Internet users in the world is also growing rapidly, the Internet has become an indispensable part of the daily life of people in the world, therefore, the trend of online shopping is also rapidly spreading in the world. Its commercial potential is inestimable. Among them, clothing as one of the most suitable for online sales, online clothing marketing is gradually becoming a major issue that we pay more and more attention to. In front of the traditional clothing enterprises are unlimited business opportunities and severe challenges. With the acceleration of the whole social networking process. The continuous innovation of the online marketing mode of clothing industry will make the whole management level of clothing enterprises improve rapidly, but for the online clothing marketing mode, how to improve the effect of online clothing visual marketing is the most important. Because the research on the mode innovation of online clothing visual marketing is one of the most important factors to improve the trading volume of online marketing, it is based on the previous theoretical research and practical exploration results. The research focus of this paper is based on the background of contemporary network development, the classification of network consumers and the mode of online clothing marketing, as well as the positioning and application of network clothing visual marketing model. At the same time, the classic case of domestic and foreign famous clothing online marketing as the research material, multi-perspective analysis and summary of the current domestic and foreign online clothing visual marketing model innovation type. And combined with the online sales of clothing products and the characteristics of the online market, and through the case of my participation in practice, from a new perspective, theory and practice. Show the advantages and development trend of online clothing visual marketing model innovation. Through these studies, we hope to provide a better reference for the domestic booming online clothing enterprises, for the construction of more international. High-tech clothing marketing website, for the contemporary network clothing brand image expansion, brand value promotion, as well as strengthen the core competitiveness of global online transactions to seek greater development space!!!
【学位授予单位】：中国美术学院
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J523.5;F274

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