Sales Strategy of Famous Apparel Enterprises in E-Commerce

摘要：

For the purpose of finding strategies for famous apparel enterprises to keep ant) expand their market shares and brand images,this paper uses the statistics of China Internet Network Information Center (CNNIC) to do an empirical study of the behavior patterns of potential buyers.This paper finds that famous apparel enterprises may take strategies of parallel sales channel,offline trial and online purchase,online stores run by specialized operators,new brands for online sales,and websites of their own to further their business.Such strategies each have their pros and cons.Apparel enterprises may choose one or more suitable strategies.

关键词： e-commerce online sales apparel enterprises

作者: Ke HUANG

作者单位: School of Management,Wuhan Institute of Technology,Wuhan 430073,P.R.China

会议类型: 国际会议

会议名称: 2010 2nd IEEE International Conference on Information and Financial Engineering(2010年第二届IEEE信息与金融工程国际会议 ICIFE 2010)

会议地点: 重庆

会议语种:英文

页码: 667-669

在线出版日期: 2010-09-17（万方平台首次上网日期，不代表论文的发表时间）