Marketing Strategy of Original Garment Brand in Online Retail Stores

摘要：

　　In recent years,Business-to-Consumer (B2C) mode has grown fast in the online garment retail industry.The purpose of this study is to investigate tiie marketing strategy of original online garment brand in Tmall which is a Chinese well-known website for B2C online retail shopping.The research includes four aspects: product design & consumer psychology,pricing,purchase channel,and sales promotion.The results show these garment brands insist on emphasizing brand value,service quality and customer experience,which are the key points of their success.Based on tiiis study,some predictions and suggestions are proposed for the future marketing metiiods and strategy.

关键词： Online Retail Brand Marketing B2C Original Garment Brand

作者: Jia Zheng Dong Ma

作者单位: Xian Polytechnic University,Jinhua road,Xian,Shaanxi,710048,China

会议类型: 国际会议

会议名称: 第六届纺织生物工程及信息国际会议(The 6th Textile Bioengineering and Informatics Symposium )(TBIS2013)

会议地点: 西安

会议语种:英文

页码: 1394-1399

在线出版日期: 2013-09-26（万方平台首次上网日期，不代表论文的发表时间）