蒙古族服装线上定制服务营销策略研究  

Research on Marketing Strategy of Mongolian Clothing Online Customization Service

作　　者：李融融 闫亦农[1,2] 周颖 马海景 Li Rongrong;Yan Yinong;Zhou Ying;Ma Haijing(Collegeof Light Industry and Textiles,Inner Mongolia University of Technology,Hohhot O10080,China;Key Laboratory of Digitalization of Northern Ethnic Clothing in Textile Industry,Inner Mongolia University of Technology,Hohhot 010080,China)

机构地区：[1]内蒙古工业大学轻工与纺织学院,内蒙古呼和浩特010080 [2]内蒙古工业大学纺织行业北方民族服饰数字化重点实验室,内蒙古呼和浩特010080

出　　处：《山东纺织科技》2024年第1期33-37,共5页Shandong Textile Science & Technology

基　　金：内蒙古自治区自然基金面上项目(2023MS07003);内蒙古哲学社会科学规划重点项目(2019NDA001);内蒙古自治区科技计划项目(2019GG145)。

摘　　要：文章采用K-means算法对消费市场进行细分并锁定目标群体,通过无序多分类Logistic回归分析模型筛选影响消费者定制的因素,提出以产品和渠道为中心,通过打造品牌IP及提高线上定制体验等方式,实现企业服务与消费需求的有效融合,为制定蒙古族服装线上定制服务营销策略提供参考。In this paper,the market of the target group was segmented through the K-means algorithm.The screening of factors affecting consumer customization was conducted through unordered multiclass logistic regression test.Suggestions centered around products and channels were proposed,and to effectively integrate enterprise services with consumer demand by building brand IP and enhancing the online customization experience,so as to provide a reference for formulating the online customization service marketing strategy for Mongolian clothing.

关 键 词：蒙古族服装 线上定制 服务营销 K-MEANS算法 无序多分类Logistic回归 

分 类 号：TS195.644[轻工技术与工程—纺织化学与染整工程]