服装实体店与网店的比较探讨.docxVIP

2014年第3期｛总35 205 30 服装实体店与网店的比较探讨 井萃谢天 (大连大学美术学院辽宁大连116622 摘要:服装营销目前主要有服装实体店和网店两种营销模式 ，服装网店是顺应网 络时代的发展要求而发展起来的，是 服装市场营销的必然选择。本文就传统的服装实体店与新生的网店两种营销模 式在地理位置的选择、资金成本的投入、消 费者购买服装时的感官体验、客源量 的比较、购物所需时间及交通条件、购物的安全和可靠性以及销售时情感与传统文 化等方面的优劣进行了深入的比较探讨。 关键词:服装营销；实体店;网店;优劣比较 中图分类号：TS941.8 文献标识码:A doi:10.3969/j.issn.1673-0968.2014.03.013 A Comparative Study of Cloth ing En tity Store and Online Shop Ji ng Cui, Xie Tia n (College of Fine Arts, Dalian University, Dalian 116622, China Abstract:The clothing marketing innovation is the soul of the enterprise to win in the market competiti on, and now there are two main marketi ng modes, n amely the clothi ng entity store and online shop which is developed in recent years. The emergence and the spread of the online shop are the development requirements of the times, which is the in evitable choice of Chin ese and the whole world s clothi ng market ing. Then which is the better between the traditional clothing store and new online shop, which is worthy of our study. The comparis on con diti ons in elude: the locati on selecti on of en tity stores and the locati on n eglect of on li ne shops, the inv estme nt amount of capital, ? tti ng, touch, observati on and other sen sory experie nee whe n con sumers buying cloth ing, the customer volume comparis on betwee n the two, shopp in gime and traf? c con diti ons, the price com muni cati on and inven tory, security and reliability of shopp ing, emoti on and traditional culture during sales. Keywords: clothing entity store; online shop; location; sensory experienee; customer sources; price com muni catio n and stock 随着全球经济的回暖，中国服装行业迎来了发 展的巨大挑战和机遇。在服装行 业残酷的竞争大背 景下,做服装真正能够获得成功的只是凤毛麟角，大多处于微利经 营状态。服装营销目前主要有服装实体店和网店两种营销模式，而服装网店则是近 几年顺应网络时代的发展要求而发展起来的。对于服 装这一特殊的商品，延续了多 年的传统的服装实体店与新生的网店在销售质量上孰优孰劣，确实值得我们探讨研 究。 影响服装市场营销的因素很多，我们主要从地 理位置的选择、资金成本的投 入、消费者购买服装时的感官体验、客源量的比较、购物所需时间及交 通条件、 购物的安全和可靠性以及销售时情感与传统文化等几个方面的以下几个方面研究 比较对服装实体店和网店的营销效果进行比较，以期探讨它们的优劣和发展趋势。 一、地理位置 服装实体店的位置确立是很重要的，通常都会把它设立在人流量大的商场和步 行街附近。这