摘要
针对服装行业同质化现象日趋严重的问题,以针织女装为研究对象,通过调查问卷的形式归纳出影响针织女装同质化的4个主要因素:产品特征、营销策略、宣传方式、品牌特征,并将其确定为一级评价指标,在此基础上进一步细化出13个二级指标。用层次分析法对各级评价指标进行分层、量化综合分析,得出各评价指标对上一层的相对权重。研究结果表明:在一级评价指标中产品特征所占权重较高,对针织女装同质化的影响程度较大;营销策略所占权重较低,对针织女装同质化的影响程度较小。二级评价指标中,产品款式、网络销售、网络推广和品牌定位对针织女装同质化的影响程度较大;产品工艺、电视直销、户外广告和品牌文化对针织女装同质化的影响程度较小。
In view of the serious homogenization phenomenon in the garment industry,the women′s knitting garments were selected as the research object,and four main factors affecting the homogeneity of women′s knitwear were generalized via the questionnaire:product features,marketing strategies,publicity methods and brand characteristics.Moreover,the four main factors were set as the first-class evaluation index,on this basis 13 secondary indicators were obtained.The evaluation indexes at all levels were analyzed by use of analytic hierarchy process.The results show that product features have the highest weight in the first-class evaluation index,which has the greatest impact on the homogenization of knitting women′s clothing.Marketing strategy has the lowest weight,the degree of influence is relatively weak.In the secondary-class,the product style,online sales,online promotion and the brand positioning have higher weight,the product technology,TV direct sales,outdoor advertising and brand culture have less weight.
作者
严雪文
宋莹
YAN Xuewen;SONG Ying(College of Clothing and Textile,Eastern Liaoning University,Dandong,Liaoning 118003,China)
出处
《毛纺科技》
CAS
北大核心
2020年第6期68-71,共4页
Wool Textile Journal
关键词
针织女装
同质化
层次分析法
判断矩阵
knitted women′s clothing
homogenization
analytic hierarchy process
judgement matrix
