网络背景下服装实体店经营策略研究.pdfVIP

网络背景下服装实体店经营策略研究 内 容 摘 要 近年来我国经济增速逐步放缓，在整体经济不乐观的情况下，电商平台上的服装 销售呈现出欣欣向荣的局面，网络购物悄无声息地改变了消费者的购物模式。一方面 消费者在电商平台带动了一年又一年的消费狂潮，一方面却能看到实体服装店铺数量 逐步减少。同时，线下服装实体店面临着店铺租金成本高昂，服装款式更新快、差异 大、同行竞争白热化等问题。本文在网商时代的背景下，通过资料收集与观察了解到 服装行业实体店所面临的困局，分析了服装实体店的实际经营情况与策略，提出在现 有环境下发挥服装实体店应该采取的经营策略是：在发挥传统优势的同时，结合利用 网络宣传面广，物流配置效率高的优点，以解决实体店客流固定，库存积压，弥补成 本攀升带来的问题。 关键词：电子商务；实体服装店；融合发展；新零售； I Research on the Operation Strategy of Clothing Physical Stores under the Network Background Abstract In recent years, Chinas economic growth has gradually slowed down. Under the circumstance of overall economic optimism, apparel sales on e-commerce platforms have shown a prosperous situation. Online shopping has quietly changed the shopping patterns of consumers. On the one hand, consumers have driven a year-on-year consumer frenzy on the e-commerce platform, but on the one hand, they can see the number of physical clothing stores gradually decreasing. At the same time, offline clothing stores face problems such as high store rental costs, fast updating of clothing styles, large differences, and fierce competition among peers. In the context of the era of online merchants, this paper understands the difficulties faced by physical stores in the clothing industry through data collection and observation, analyzes the actual operating conditions and strategies of physical stores in clothing, and proposes that in the existing environment, physical stores should be taken The business strategy is: while taking advantage of traditional advantages, combined with the advantages of extensive network publicity and high logistics configuration efficiency, to solve the problem of fixed passenger flow in physical stores, inven