女装网络营销中的色彩应用研究
发布时间：2019-01-28 09:36
【摘要】：当今世界互联网迅猛发展,在网络交易平台逐渐被消费者认可和广泛运用的背景下,服装网络营销完成了从起步到成熟的过程。在网络交易持续发展完善的今后,网络营销占据服装销售的比重将逐步扩大。色彩作为女装的三要素之一,在实体营销中的应用已有相当成熟的研究分析。从实体到网络,随着营销环境的改变,对销售限制条件的放宽,影响销售的因素也有所变化。 女装网络营销中,色彩的选择搭配对消费者的购买意向有着重要作用。女装网络营销的色彩不仅包括服装色彩,陈列搭配,还涉及到品牌风格的色彩、网店整体色调风格、广告宣传色彩展示。因而女装网络营销的色彩应用成为了一个新的研究课题。 本文把色彩对女装营销的影响以及重要性引入到女装的网络营销中,通过比较分析找出实体营销与网络营销的色彩应用差异,根据网络营销的特点,归纳出女装色彩应用于网络营销的独特之处,为理论原则的归纳总结作铺垫。然后采用个案分析法,针对网络平台上现有的女装成功案例和失败案例,分别进行各方面的色彩应用分析,详述各自色彩运用的成功经验和不足。最后总结出女装网络营销中的色彩应用原则,然后将其应用到实例中,将失败案例进行色彩的重新设计,从图片直观地看出设计应用的前后对比。女装网络营销中的色彩应用研究为日后的理论研究扩充和发展提供了参考,并且指导色彩在女装网络营销中的实际应用。
[Abstract]:With the rapid development of the Internet in the world, the online trading platform has gradually been recognized and widely used by consumers, and the clothing network marketing has completed the process from start to maturity. In the future, the proportion of online marketing in clothing sales will be gradually expanded. Color as one of the three elements of women's wear, the application of physical marketing has been quite mature research and analysis. From entity to network, with the change of marketing environment and the relaxation of sales restrictions, the factors affecting sales also change. In the women's wear network marketing, the color choice collocation has the important function to the consumer's purchase intention. Women's online marketing color not only includes clothing color, display collocation, but also involves brand style color, online store overall tone style, advertising color display. Therefore, the color application of women's online marketing has become a new research topic. In this paper, the influence and importance of color on women's wear marketing are introduced into the network marketing of women's wear. Through comparative analysis, the difference of color application between entity marketing and network marketing is found out, and according to the characteristics of network marketing, This paper sums up the unique features of the application of women's clothing color in network marketing, and paves the way for the conclusion of theory and principle. Then, by using the case analysis method, aiming at the existing successful cases and failure cases of women's wear on the network platform, the author analyzes the color application in various aspects, and details the successful experiences and shortcomings of the application of their own colors. Finally, the paper summarizes the principle of color application in women's clothing network marketing, and then applies it to an example, redesigning the color of the failure case, and seeing the contrast between the design application and the application directly from the picture. The research on the application of color in women's wear network marketing provides a reference for the future theoretical research expansion and development, and guides the practical application of color in women's wear network marketing.
【学位授予单位】：武汉纺织大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F426.86
本文编号：2416940
[Abstract]:With the rapid development of the Internet in the world, the online trading platform has gradually been recognized and widely used by consumers, and the clothing network marketing has completed the process from start to maturity. In the future, the proportion of online marketing in clothing sales will be gradually expanded. Color as one of the three elements of women's wear, the application of physical marketing has been quite mature research and analysis. From entity to network, with the change of marketing environment and the relaxation of sales restrictions, the factors affecting sales also change. In the women's wear network marketing, the color choice collocation has the important function to the consumer's purchase intention. Women's online marketing color not only includes clothing color, display collocation, but also involves brand style color, online store overall tone style, advertising color display. Therefore, the color application of women's online marketing has become a new research topic. In this paper, the influence and importance of color on women's wear marketing are introduced into the network marketing of women's wear. Through comparative analysis, the difference of color application between entity marketing and network marketing is found out, and according to the characteristics of network marketing, This paper sums up the unique features of the application of women's clothing color in network marketing, and paves the way for the conclusion of theory and principle. Then, by using the case analysis method, aiming at the existing successful cases and failure cases of women's wear on the network platform, the author analyzes the color application in various aspects, and details the successful experiences and shortcomings of the application of their own colors. Finally, the paper summarizes the principle of color application in women's clothing network marketing, and then applies it to an example, redesigning the color of the failure case, and seeing the contrast between the design application and the application directly from the picture. The research on the application of color in women's wear network marketing provides a reference for the future theoretical research expansion and development, and guides the practical application of color in women's wear network marketing.
【学位授予单位】：武汉纺织大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F426.86
【引证文献】
相关期刊论文 前1条
1 李宝华;吴清清;;色彩在品牌服装包装设计中的作用[J];包装工程;2012年24期
，本文编号：2416940
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