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主要介绍网络化线上服装品牌管理的发展状况及趋势,并且对消费者购买线上服装品牌ZARA的消费行为进行创新实践案例分析,提出搜索引擎、论坛、网络联盟和数据库等管理模式;通过分析目前国内服装市场发展的状况及所面临的困境,提出我国服装企业实现网络化消费者行为创新应用的对策,对我国服装企业进入互联网时代提供技术支持与建议.
This paper mainly introduces the development and trend of networked online clothing brand management. It also analyzes the consumer behavior of purchasing online clothing brand ZARA through innovative practice cases, and puts forward the management modes of search engine, forum, network alliance and database. At present, the development of the domestic apparel market and the dilemma faced by China’s apparel enterprises put forward countermeasures for innovation and application of networked consumer behavior, and provide technical support and advice to China’s apparel enterprises to enter the Internet age.