摘要
国内大众休闲品牌存在同质化严重、品牌识别度差、库存巨大等问题,这些因素阻碍了大众休闲品牌的发展。通过对这些问题的分析,结合网上购物的发展,提出了概念店与线上店结合的品牌营销发展模式,在这种模式下,线下概念店进行品牌宣传,线上店冲销量,并且线上店利用长尾效应还能有效降低库存。
The problems of serious homogenization, poor brand recognition and huge inventory hindered the development of casual clothing. A brand marketing development mode of combination with concept store and online stores was proposed by analysis of the plights with the development of online shopping. In this mode, the roles of the entity concept store and online shop were different. The entity concept store was for branding and online shop contributed most of the sales. The online shoprs long tail effect could reduce the store inventory effectively.
出处
《纺织科技进展》
CAS
2013年第1期27-30,共4页
Progress in Textile Science & Technology
关键词
大众休闲品牌
同质化
概念店
线上店
casual brands homogenization= conceot store： online shoo
