互联网背景下女性服装市场调研及营销策略  

Survey and Marketing Strategy of Women's Clothing Consumption Under the Background of Internet

作　　者：周怡 肖钰滢 Zhou Yi;Xiao Yuying(College of Biomass Science and Engineering,Sichuan University,Chengdu,Sichuan 610000,China;College of Literature and Journalism,Sichuan University,Chengdu,Sichuan 610000,China)

机构地区：[1]四川大学轻工科学与工程学院,四川成都610000 [2]四川大学文学与新闻学院,四川成都610000

出　　处：《针织工业》2024年第6期70-75,共6页Knitting Industries

摘　　要：随着互联网技术的发展,消费者对服装的购买行为发生变化,文章基于PEST模型和4P营销理论,研究互联网背景下女性服装消费市场现状。通过问卷调查,研究女性消费者消费行为习惯及影响机制,并提出互联网背景下女性服装营销策略。研究表明,女性消费者常使用的电子商务平台在营销方面既有差别也各有优势,女性消费者在服装消费过程中不仅追求品质,同时更注重精神方面的诉求。该研究为服装企业在女性服装市场的营销创新探索提供了参考。With the development of Internet technology,the consumer purchasing behavior for clothing has changed.Based on PEST model and 4P marketing theory,this paper studies the current situation of women's clothing consumption market under the background of Internet.Through the questionnaire survey,the consumption behavior habit and influence mechanism of female consumers are studied,and the marketing strategy of female clothing under the background of Internet is put forward.This study shows that the e-commerce platforms often used by female consumers have both differences and advantages in marketing.Female consumers not only pursue quality,but also pay more attention to spiritual demands in the process of clothing consumption.This study provides effective suggestions for clothing enterprises to explore the marketing innovation of women's clothing consumption.

关 键 词：互联网 服装营销 女性服装消费 电子商务 

分 类 号：TS941[轻工技术与工程—服装设计与工程]