国内外服装品牌电子商务式模对比分析.docVIP

国内外服装品牌电子商务模式对比分析 摘 要 网络销售伴随着互联网的兴起之后便迅速发展，作为信息化时代产物的电子商务也走进了越来越多的行业，很多企业都在传统商务的基础上进行电子商务改革以扩大市场、降低销售成本提高利润。服装行业是与人们日常生活息息相关的行业，我国也是服装生产出口大国，服装品牌的电子商务运作对服装产业的发展有重要的意义。服装电子商务作为服装企业营销手段之一,由于它的经济性和便捷性,近年越来越受到服装企业的重视，在服装品牌电子商务取得长足进展的同时，我们有必要深入研究我国服装品牌电子商务模式，并且对国内外的服装品牌电子商务模式如B2B和B2C进行比较分析，文章通过电子商务的发展、服装电子商务的特征以及常见的电子商务模式进行分析，并且通过案例与国外服装品牌电子商务作对比，指出电子商务对我国服装品牌所带来的效益以及电子商务的局限，并且分析服装品牌电子商务的发展趋势和国外同行业可以给我们的启发，这些研究将加深我们对服装品牌的电子商务模式理解，促进服装品牌电子商务的良好发展。 关键词：网络销售；电子商务；服装品牌；电子商务模式 Abstract With the rapid development of information technology, the Internet on peoples work and life more and more big, the influence of network digital technology has opened up a new space for human being, dealings between network make people communication more convenient, online sales from after rise and rapid development, as a product of the information age e-commerce also went into more and more industry, many enterprises are conducted on the basis of traditional business e-commerce reform to expand the market, to reduce the cost of sales increase profits. Apparel industry is the industry which is closely linked with Peoples Daily life, our country is clothing manufacturing exporter, clothing brand of e-commerce has an important significance to the development of garment industry. Clothing e-commerce as one of garment enterprise marketing, because of its economy and convenience, in recent years, more and more brought to the attention of the clothing enterprises, has made rapid progress in the clothing brand of e-commerce at the same time, it is necessary to further study of Chinas clothing brand e-commerce mode, and to domestic and foreign clothing brands such as B2B and B2C e-commerce mode comparison analysis, in this paper, through the development of electronic commerce, clothes, the characteristics of e-commerce and common e-commerce mode is analyzed, and through the case as compared with foreign clothing brand of e-commerce, points out that the electronic commerce to the b