网络原创服装品牌营销策略探究.pdf

Marketing Strategies Research on Original Online Apparel Brands Abstract In recent years, network garment industry is developing rapidly in China. A fully new brand concept emerges during its development – original brands online. They build up from E-commerce, sell based on internet platform and obtain strong endorsement from consumers, outshines in each segmentation. However, the brand inferiority is becoming increasingly obvious as ‘Flow Dividend’ has been the past, large increase of cost on flow purchase, moreover, traditional brands are marching into online market, the original brands are suffering their growth predicament, their brands shortage is becoming clearer day by day. The era of brand competition has come, so how to survive the competition for those original brands of latest development and most disadvantaged becomes the significant strategy problem of huge amount of on-line brands. The only one route they must take to get out is to strengthen their brand marketing. This paper applies literature research, qualitative analysis, comprehensive analysis methods, on basis of a large number of documents and study marketing practices of numerous online apparel enterprises, so as to discover the lack of brand marketing for those online brands. Firstly, define the connotation of original apparel, analyze the marketing environment and competition status; meanwhile, study the consumer behavior o