服装网络营销对品牌力影响的实证研究

为探讨服装网络营销对品牌力影响的相关性及强弱。以H品牌男装为例，使用李克特(Likert)量表，通过对H品牌网络营销使用基本情况打分及H品牌网络营销对品牌力影响进行打分来收集数据；然后运用基本频数分析来说明H品牌销售渠道的基本情况，运用因子分析确定出H品牌网络营销对品牌力影响的6个关键因子，分别是品牌附加价值因子、产品特性因子、服务环境因子、广告因子、促销因子及网络营销因子；最后运用相关分析发现，H品牌网络营销与适合中国男性体型、高档品牌因素、产品设计好因素、投放广告多、广告设计好因素、促销活动因素及价格适宜因素呈正相关，呈负相关的是店员服务热情高效因素及店铺方便、易买到因素。

Empirical research on effect of apparel network marketing on brand power

An investigation into the influence of apparel network marketing on brand power，taking men’s wear brand H as an example, used Likert scale to evaluate the operation of the network marketing and the influence of brand H network marketing on brand power and gave them marks accordingly and related data were collected. A multiple response cross frequency analysis was used to describe the basic situation of brand H marketing channels, while factor analysis was used to determined the key factors affecting brand power of brand H network marketing, that is, value-added factor, product characteristic factor, service environment factor, advertisement factor, promotion factor and network marketing factor. Finally, it was found by correlation analysis that there is a positive correlation between H brand network marketing and fit for Chinese male body, high-end brand, well designed product, more advertisement, well designed advertisement, promotion activity and reasonable price. However, warm service and efficient work of the seller, shop convenient, and easy to buy are negative correlated to H brand network marketing.