| 网络服装定制的消费意向及营销对策研究 |
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| 引用本文： | 闫冬,胡守忠. 网络服装定制的消费意向及营销对策研究[J]. 北京服装学院学报(自然科学版), 2014, 34(1): 43-48 |
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| 作者姓名： | 闫冬 胡守忠 |
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| 作者单位： | 上海工程技术大学服装学院,上海201620;上海工程技术大学服装学院,上海201620 |
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| 摘 要： | 通过问卷调查方式,对网络服装定制的现状进行了研究,重点分析了公司职员、公务员、事业单位职业群体的网购习惯、需求动机和定制期望,并与学生群体进行对比分析.基于数据结果,对服装定制企业和商业平台提出了加快反应速度、物流个性化服务、多方位定制、细分群体平价策略等营销建议.
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| 关 键 词： | 网络服装定制 个性化 消费意向 |
Consumer Intention and Marketing Strategy of the Network Custom Clothing Research |
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| YAN Dong,HU Shou-zhong. Consumer Intention and Marketing Strategy of the Network Custom Clothing Research[J]. Journal of Beijing Institute of Clothing Technology, 2014, 34(1): 43-48 |
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| Authors: | YAN Dong HU Shou-zhong |
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| Affiliation: | ( College of Fashion, Shanghai University of Engineering Science, Shanghai 201620, China) |
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| Abstract: | Through questionnaires, the status of the network custom clothing research, focusing on analysis of company employees, civil servants, online shopping habits and institutions occupational groups, needs motivation and custom expectations, and with student groups were analyzed. The resuits show that custom clothing business and commercial platforms need to provide for different subgroups to adapt their marketing strategies. |
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| Keywords: | network custom clothing personalized consumer intention |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
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