服装“云商”模式发展策略
The Development Strategies of Clothing Cloud Business Model

作者: 王文兴 :中原工学院经济管理学院;

关键词: 服装云商模式电子商务Clothing Cloud Business Model Electronic Commerce

摘要: 快速发展的服装电子商务与传统的服装销售模式各具优势,基于线上线下多渠道融合的“云商”模式是未来服装销售的发展趋势。本文探讨了实现服装网络销售与传统实体店面销售协调的发展路径,以及相应的价格和非价格策略。给出了传统零售商如何正确分析内外部竞争环境,结合自身发展情况选择合适的发展路径,以及如何制定全面科学的价格和非价格策略体系的方法。

Abstract: The rapid development of apparel e-commerce and traditional clothing sales model has their own advantages. Based on online multi-channel integration which is called “Cloud” model is the development trend of future clothing sales. This paper discusses the path to achieve coordinated development of apparel sales and traditional physical store sales, as well as the pricing strategy and non-price strategies. It gives suggestions on how these traditional retailers should correctly analyze internal and external competitive environment, combine with its own development situation to choose the right path, and develop a comprehensive scientific method system of price and non-price strategy.

文章引用: 王文兴 (2013) 服装“云商”模式发展策略。 现代市场营销, 3, 46-49. doi: 10.12677/MOM.2013.34008

参考文献

[1] 雷锋网 (2013) 苏宁副总裁孟祥胜详解: 何为云商模式. http://www.leiphone.com/2013-suning-mxs-structure-adjustment.html

[2] 王文兴 (2008) 供应链视角下的服装网络营销策略研究. 上海纺织科技, 36, 1-4.

[3] 徐 峰, 盛昭瀚, 陈国华 (2011) 多地区情形下制造商渠道选择与定价策略研究. 系统科学与数学, 11, 1444-1451.

[4] 王 璐 (2012) 电子商务时代渠道冲突的实证研究. 商业时代, 21, 41-42.

[5] Chiang, W.Y., Chhajed, D. and Hess. J.D. (2003) Direct market- ing, indirect profits: A strategic analysis of dual-channel supply chain design. Management Science, 49, 1-20.

[6] 肖条军 (2005) 博弈论及其应用. 上海三联书店, 上海, 58- 62.

[7] 王文兴 (2012) 服装网络营销策略.东华大学, 上海, 94-99.

分享
Top