科技通报
科技通報
과기통보
BULLETIN OF SCIENCE AND TECHNOLOGY
2015年
5期
251-254,271
,共5页
O2O商业模式%服饰营销%体验式服务
O2O商業模式%服飾營銷%體驗式服務
O2O상업모식%복식영소%체험식복무
O2O commerce model%clothing marketing strategy%experiential service
随着消费者对电子商务的要求不断提高，人们在网购服装时不再仅仅满足线上的优惠价格，而开始追求在实体店享受的体验式服务，服饰类O2O门店应运而生。J品牌作为国内首批尝试服饰类Online to Offline（O2O）商业模式的企业之一，将其线上旗舰店和线下实体店相结合，并在其O2O门店采用了基于数据挖掘的精准营销、优化O2O电商平台和手机客户端营销的营销策略。通过分析这三种营销策略的实施情况及所达到的效果，得到O2O商业模式下有效的服饰营销策略，具有一定的借鉴意义。
隨著消費者對電子商務的要求不斷提高，人們在網購服裝時不再僅僅滿足線上的優惠價格，而開始追求在實體店享受的體驗式服務，服飾類O2O門店應運而生。J品牌作為國內首批嘗試服飾類Online to Offline（O2O）商業模式的企業之一，將其線上旂艦店和線下實體店相結閤，併在其O2O門店採用瞭基于數據挖掘的精準營銷、優化O2O電商平檯和手機客戶耑營銷的營銷策略。通過分析這三種營銷策略的實施情況及所達到的效果，得到O2O商業模式下有效的服飾營銷策略，具有一定的藉鑒意義。
수착소비자대전자상무적요구불단제고，인문재망구복장시불재부부만족선상적우혜개격，이개시추구재실체점향수적체험식복무，복식류O2O문점응운이생。J품패작위국내수비상시복식류Online to Offline（O2O）상업모식적기업지일，장기선상기함점화선하실체점상결합，병재기O2O문점채용료기우수거알굴적정준영소、우화O2O전상평태화수궤객호단영소적영소책략。통과분석저삼충영소책략적실시정황급소체도적효과，득도O2O상업모식하유효적복식영소책략，구유일정적차감의의。
As the customers’needs for e-business increase,low prices can no longer satisfy the customers. Experiential service begins to be needed during e-business shopping; therefore,O2O shops for clothing appear. J brand,as one of the earliest companies which try Online to Offline commerce model in clothing area,builds its O2O shops by combining its e-business website and physical stores. In order to run the O2O shops well,three marketing strategies have been carried out,which are precision marketing based on data,modifying O2O website,and mobile App marketing. Through analyzing the marketing effect,this paper achieves the effective clothing marketing strategies based on O2O commerce model,which can be used for reference.
