国内运动服装的网络营销探析  

Network marketing of domestic sportswear

作　　者：胡婉 张群[2] Hu Wan;Zhang Qun(School of Textiles and Clothing,Hunan Institute of Engineering,Changsha,Hunan,410006;School of Management,Hunan Institute of Engineering,Changsha,Hunan,410006)

机构地区：[1]湖南工程学院纺织服装学院,湖南长沙410006 [2]湖南工程学院管理学院,湖南长沙410006

出　　处：《市场周刊》2020年第11期78-80,共3页Market Weekly

摘　　要：随着时代的更迭,互联网技术的蓬勃发展,越来越多的服装企业朝着网络营销靠拢,运动服装较之于其他服装更注重穿着的舒适感,这一特点使得运动服装在网络营销上更加困难,但运动服装企业必须顺应时代的变迁,找到运动服装在网络营销上的突破口,才能在激烈的竞争市场中生存。论文通过查阅梳理相关文献,针对运动服装网络营销所出现的问题进行深入研究。发现运动服装网络营销存在安全问题、技术支持问题以及虚拟性问题等。针对所发现的问题,提出相关对策建议,新型网络推广方式的选择,大数据时代下大数据的运用以及适应线下体验线上购物相融合的购物新趋势等。With the change of times and the vigorous development of internet technology,more and more clothing enterprises are moving towards network marketing.Compared with other clothing,sportswear pays more attention to the comfort of wearing.This feature makes it more difficult for sportswear to carry out online marketing.However,sportswear enterprises must comply with the changes of the times and find a breakthrough in online marketing so as to survive in the fierce competition market.This paper makes an in-depth study of the problems in online marketing of sports clothing through consulting and combing.It is found that there are safety problems,technical support problems and virtuality problems in online marketing of sportswear.In view of the problems found,relevant countermeasures and suggestions,the choice of new network promotion methods,the application of big date in the era of big date,and the new shopping trend of combining offline experience with online shopping are put forward.

关 键 词：运动服装 网络营销 网络推广 

分 类 号：F713.5[经济管理—市场营销]