数智赋能快时尚品牌服务营销过程模型研究  

The Process Model of Digital Intelligence Empowering Fast Fashion Brand Service Marketing

作　　者：童洪志 彭湛礼 TONG Hongzhi;PENG Zhani(School of Business Administration,Chongqing Three Gorges University,Chongqing 404020,China)

机构地区：[1]重庆三峡学院工商管理学院,重庆404020

出　　处：《四川轻化工大学学报(社会科学版)》2025年第1期28-38,共11页Journal of Sichuan University of Science & Engineering:Social Sciences Edition

基　　金：国家社会科学基金西部项目(22XJL001)。

摘　　要：近年来,快时尚品牌在国内市场受到消费者的青睐。同时,由于大数据和人工智能等新技术的蓬勃发展,数智赋能快时尚品牌服务营销逐渐成为营销领域的热门话题。文章以数字经济为研究背景,运用扎根理论对快时尚服装品牌U公司进行探索性研究,探究在此背景下快时尚服装品牌服务营销的动因、过程和结果。研究发现,资源错配、需求多元化和信息不对称是数智赋能快时尚品牌服务营销的内在动因,促使其通过数智赋能实现数字化服务和服务数字化,形成一个封闭有效的循环。弥合服务鸿沟是数智赋能快时尚品牌服务营销的结果,体现在企业服务能力的提升、顾客价值的提升和用户身份的构建上。最后构建数智赋能快时尚品牌服务营销过程模型,进一步丰富了快时尚品牌服务营销研究的理论体系,对中国本土服装品牌营销寻求改革创新具有一定的实践启示。In recent years,fast fashion brands have been favored by consumers in the domestic market.Meanwhile,due to the booming development of new technologies such as big data and artificial intelligence,the service marketing strategy of fast fashion brands has gradually become a hot topic in the marketing field.Taking the digital economy as the research background,the paper conducts an exploratory study on fast-fashion apparel brand U Company by applying the rootedness theory to investigate the motivation,process and result of service marketing of fast-fashion apparel brand in this context.The study finds out that resource mismatch,demand diversification and information asymmetry are the intrinsic motivations of service marketing for fast fashion brands,prompting them to realize digital services and service digitization through digital intelligence empowerment,forming a closed and effective cycle.Bridging the service gap is the result of fast fashion brand service marketing,which is reflected in the improvement of enterprise service capability,the enhancement of customer value and the construction of user identity.Finally,a fast fashion brand service marketing process model is derived,which further enriches the theoretical system of fast fashion brand service marketing strategy research,and has certain practical inspiration for Chinese local clothing brands seeking reform and innovation.

关 键 词：数智赋能 数字经济 快时尚品牌 服务营销 过程模型 单案例 

分 类 号：F713.5[经济管理—市场营销] G206[经济管理—产业经济]