B2C服装网络营销客满意度研究按照正常字数翻译及改写-12月11日中午前交的.docVIP

1.0 Introduction 随着互联网的发展和中国电子商务的快速发展，越来越多的服装企业或零售商开始关注网上服装市场，并将互联网作为他们的补充增值销售方式（Agins, 2010）。服装企业实施服装网络营销可以节省运营费用，增强市场竞争力；而消费者则可享受到购物的方便和低廉的价格，在一定意义上实现了双赢（Chen, 2009）。据中国商业信息中心数据显示,2012 年网上服装市场的交易规模已超过 170 亿元,占服装市场总规模的 6%(Liang, 2013)。With the development of the Internet and the rapid development of e-commerce in China, more and more garment enterprises or online clothing retailers begin to pay close attention to market, and treat the Internet as their way of added-value sales (Agins, 2010). Clothing enterprises implement clothing network marketing to save operating costs, enhance market competitiveness; while consumers can enjoy the shopping convenience and cheap prices, thus to achieve the win-win situation in some sense (Chen, 2009). In 2012, according to Chinas Commercial Information Center, data shows online clothing market size has more than CNY17 billion, accounting for 6% of the total scale clothing market (Liang, 2013). 然而， 根据He and Zhu (2007)对 中国消费者的调查发现，目前还是有较多的受访人群对网上购买服装存在着一些不满，包括对产品的不满、对顾客服务的不满以及对购买体验的不满等。而这些因素通常导致了客户的流失，影响了 中国B2C 服装企业的运营收入(He and Zhu, 2008)。因此，the researcher准备对中国服装企业如何提高消费者对于B2C网络服装营销的顾客满意度问题展开研究。 However, according to He and Zhu (2007)’the Chinese consumers, the survey found still more of those surveyed people have some discontent in online apparel purchase, including dissatisfaction with products and services, dissatisfaction with customer service and dissatisfaction with buying experience, etc. And these factors often result in a loss of customers, and affect the Chinese B2C clothing enterprises operating income (He and Zhu, 2008). Therefore, the researcher is preparing to research Chinese clothing enterprise how to improve the customer satisfaction issue for the B2C network clothing marketing. 3.0 Brief literature review and identify how the future research will contribute to scholarly knowledge of the topic （1）服装网络营销 服装网络营销目前还没有一个公认的、完善的定义，Boone (2012)认为凡是以互联网为主要手段进行的、为更好地满足顾客需求去达到一定服装营销目标的营销活动，都可称之为服装网络营销，其贯穿于服装企业开展网上经营