品牌服装业开拓电子商务渠道的策略分析  

Strategy analysis of developing e-commerce channel in brand clothing industry

作　　者：吴剑新[1] WU Jianxin(Fujian Chuanzheng Communications College,Fuzhou 350007,China)

机构地区：[1]福建船政交通职业学院,福建福州350007

出　　处：《技术与市场》2020年第12期144-145,148,共3页Technology and Market

摘　　要：电子商务的快速渗透给许多传统厂商带来了新的发展空间和机遇,对品牌服装行业也产生了很大的影响。从品牌服装业传统营销渠道存在的问题出发,分析其开拓电子商务渠道的优势和面临的挑战,提出开拓电子商务渠道的建议。The rapid penetration of e-commerce has brought new development space and opportunities to many traditional manufacturers,and also has a great impact on the brand clothing industry.Based on the problems existing in the traditional marketing channels of brand clothing industry,this paper analyzes the advantages and challenges of developing e-commerce channels,and finally puts forward some suggestions for developing e-commerce channels.

关 键 词：品牌服装业 电子商务渠道 策略分析 

分 类 号：F426.86[经济管理—产业经济] F724.6