我国B2C服装市场下免费模式与买手模式结合的应用研究  

BASED ON THE APPLICATION OF B2C IN OUR COUNTRY CLOTHING MARKET MODE AND FREE MODE OF BUYERS

作　　者：曾晓锋[1] 范福军[1,2] 姚晓丽[1] 

机构地区：[1]华南农业大学,广东广州510642 [2]广东省服装创新设计工程技术研发中心,广东广州510642

出　　处：《化纤与纺织技术》2016年第2期42-47,共6页Chemical Fiber & Textile Technology

基　　金：广州市产学研协同创新重大专项(201508010020);广东省大学生创新训练计划项目(201510564347);华南农业大学大学生创新创业训练计划项目(201510564353;201510564358)

摘　　要：体验式营销中的免费模式是一种根据消费者心理而研究出的一种创新的营销模式,利用这种营销模式更能让消费者参与到服装的体验式营销中来。本文通过免费模式与买手模式的应用研究,来进一步说明以客户为核心的服装营销趋势所在,并寻找出一种适合国内服装品牌发展的买手模式,为当今的买手服装品牌探索优化出一个更好的运营模式。Experience marketing in the free mode is according to consumer psychology and a kind of innovation of marketing mode, using this marketing mode allow more consumers to participate in the clothing of experiential marketing. This paper through the research on the application of free mode and buying patterns, to further illustrate the customer as the core of clothing marketing trend, and find out a suitable buyer mode for domestic clothing brand development, explore and create a better mode of operation for today＇s buyers clothing brand.

关 键 词：免费模式 买手模式 商对客 服装市场 

分 类 号：F724.6[经济管理—产业经济] F274