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论文编号：	8130
作者编号：	2220140641
上传时间：	2016/5/21 22:42:13
中文题目：	基于O2O的服装定制营销研究
英文题目：	The study of the new clothing brand marketing method based on O2O model
指导老师：	白长虹
中文关键字：	O2O服装定制营销；商业模式；案例分析；大数据分析；营销策略
英文关键字：	O2O clothing custom marketing; business modes; case analysis; Big data application; marketing strategy
中文摘要：	“O2O服装定制营销”，从字面上不是一个新概念，但却是一种有别于传统服装营销模式的新的营销手段和方法。我们认为，O2O服装网络定制模式采取网络平台与实体店体验相结合的方式，利用互联网络实现消费者消费需求和服装厂商的生产系统的有效信息传递，在消费者定制消费中，尽可能考虑消费者个性化需求，更多纳入个性化表达的元素，完成在线上定制，到实体店进行量体裁制定制服装；或者消费者线下实体店体验，线上考虑个性化需要进行定制。 本文在充分分析O2O服装定制营销出现的背景的基础上，包括服装营销渠道的发展，互联网技术发展与O2O模式兴起，工业4.0与定制营销的实现以及3D打印技术的突破等，论证了O2O服装定制营销的必然性和趋势性。在文献综述中，由浅入深，由总至分地实现对服装营销理论、定制营销理论，服装O2O营销模式研究，服装O2O定制营销研究等方面问题进行总结，并寻找文献中存在的不足。随后，对O2O服装定制营销的概念进行定义，并对国内外O2O服装定制营销的典型案例进行对比分析。模式分析主要是围绕定制营销中，定制在模式中所占成分由少到多而逐步展开的。从国外奢侈品“线下体验+线上成品定制”模式，到线上体验+线下“全定制”模式，再到“智能裁缝系统”模式，最后到“设计师集成平台”发布+线下手工定制。并针对性地列举了这四种模式所对应的现实案例。在对比分析的基础上，本文充分挖掘了O2O服装定制模式的元素，提出了“线上发布+线下VIP体验+智能集合生产”模式，并分析了这种模式的适用背景和优势。在充分了解O2O服装定制营销的基础上，提出了O2O服装定制营销策略的实施方案,包括如何进行市场定位、应该采用的营销方法和重视大数据应用等三个方面的内容。 O2O服装定制营销是一种新的营销方式，更是一种新的生产和制造方式。本文在全面分析O2O服装定制营销模型的基础上，提出具有参考性和适应性的模式。而且，本文结合了大数据时代的最新技术运用和新的“工业4.0”背景下的智能生产理念，探究了O2O服装定制营销的新的思路和实施，无疑具有时代意义。
英文摘要：	As is known, "O2O clothing custom marketing" is not a new concept literally, but in facts a new marketing tools and methods which is different from the traditional fashion marketing model. "O2O clothing custom marketing" makes an appropriate balance between network platforms and physical stores. It makes use of the Internet to realize the effective information transfer between consumer demand and clothing manufacturers production system. In detail, O2O clothing custom marketing fully taps consumers’ diversified demands and involves in personalized fashion elements in consumer customization. Consumers can make their own customization online and but input his figure offline. Also, they can enjoy store experience offline and decide whether they would make customization online. In addition, the consumers take online service as just a source of information, they may tend to makes their customization online. The paper makes full analysis ofthe realistic background of O2O clothing custom marketing, such as the development of marketing channel, the rise of Internet and O2O modes, the realization of custom marketing during the era of Industry 4.0 and the evolution of 3D printing technology. In the literature review,the paper makes a summary of the evolution of clothing marketing theories, the theory of customized marketing, the traditional O2O clothing marketing pattern, the existing O2O clothing custom marketing researchesand etc. The literature reviewis made from a point to a planeand from the elementary to the profound. The result of literature review shows some shortcomings whichthis paper will supply fortunately.Mode analysis is mainly around different levels of customization components in the custom marketing. According to different levels of customization, the modes can be classified to four styles: (1) the "line experience + online product customization" mode used by foreign luxury brands; (2) the "online experience + the full custom offline" mode;(3) the "smart tailoring system" mode; (4) the "designer integration platform + manual customizationoffline" mode. This chapter also cites four real examples which is in one-to-one correspondence with these four modes of marketing. Based on thatcomparison, this paper fully explores the key elements of O2O clothing custom marketing and proposes a practical mode- "Information release online + VIP experience offline + intelligent concentrate productionarrangement "mode.Further, this chapter analyzes how to apply this mode and makes a conclusion of the advantage of this mode. Based on the comparison, the paper analyzes the implementation strategy of O2O clothing custom marketing. The strategy focus onsome important sections, such as that how to make market positioning, what are suitable marketing methods and whether it is necessary to attach great importance to the application of big data. All in all, O2O clothing custom marketing is not only a new way of marketing, but also a newer and better combination of marketing and manufacturing. The paper reflects positively to the new technology application at the era of big data and the new intelligent production concept during the industrial 4.0 times. It catches some interesting phenomena and tries to dig out the deep rules. Through the comprehensive analysis of the existing O2O clothing custom marketing modes, the paper puts forward its own new business model with high guide meaning and adaptability which makes the paper have considerable reference value and application value to clothing enterprises. New research ideas and implementation strategies of O2O clothing customized marketing introduced by this paper undoubtedly will have an epoch-making significance.
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