流行服饰线上线下运营模式的比较研究

摘要:人们对于服装的需求越来越大，各类服装企业在不断地崛起，企业间的竞争也不断变大。因此，企业为了站稳脚跟，必须不断地发现新的营销模式。本文以中国流行服饰市场为背景，通过理论和实践相结合的方式，分析了企业线上线下运营模式的特点。从时间、体验、安全、服务和价格这五个方面比较线上线下两者的优劣势，继而分析了两者的冲突与互动性，通过实际调研分析了流行服饰销售渠道的选择。接着运用Zara这一国际知名品牌的案例具体说明线上线下的比较与互动。在文章的最后，为流行服饰企业提出了五点的策略建议，同时表明本文的不足之处与对未来的展望。21792
毕业论文关键词：流行服饰；线上运营模式；线下运营模式；Zara
The Research Of The Comparison between Online Business Model And Offline Business Model
Abstract: People demanding for clothing becomes larger and larger, all kinds of clothing enterprises in China are continuing to rise, competition among enterprises is continuing to increase. Therefore, enterprises in order to gain a firm foothold that have to continue to discover new marketing model. In this paper, I use the Chinese fashion market as the background, through a combination of theoretical and practical way to analyze the characteristics of the online business model and the characteristics of the offline business model. Compare online and offline both advantages and disadvantages from the time, experience, safety, service and price of these five areas, and then analyzed both the comparison and interaction. Through the practical research to analyze the choice for the sales channels of the fashion. Using the case of Zara which is the international brand specifically explain the comparison and interaction between online and offline. In the end, propose five policy recommendations for the fashion business, and also showed inadequacies of this article and the vision for the future.
Key Words: Fashion clothing; Online business model; Offline business model;   Zara

目录
一、绪论   1
（一）中国服装业发展现状   1
（二）电子商务对实体店的冲击   1
（三）研究目的   2
二、线上、线下运营模式的比较   3
（一）线上运营模式的定义   3
（二）线下运营模式的定义   3
（三）两者的比较   3
1、时间   3
2、价格   4
3、体验   4
4、安全   4
5、服务   4
（四）线下运营模式的抵触与互动   5
1、线上线下的抵触   5
2、线上线下的互动   6
三、流行服饰销售渠道选择分析   8
（一）现有数据调查结果   8
1、线上运营情况   8
2、线下运营情况   8
（二）问卷调查分析   8
四、案例分析：Zara的运营模式   11
（一）企业发展概况   11
（二） Zara运营模式   11
1、线下运营   11
2、线上运营   12
（三） Zara线上线下的互动   12
1、覆盖更广的市场   12
2、拉动线下消费   13
（四） Zara存在的问题   13
1、线上运营没有价格优势   13
2、产品质量令人堪忧   13
3、客服系统不完善   13
五、策略建议   15 流行服饰线上线下运营模式的比较研究:http://www.751com.cn/guanli/lunwen_14157.html