Study on the Relationship Between Marketing Channel Synergy And Channel Synergy Capability of Brand Children Garment

摘要：

　　The sales channels synergy factors online and offline for brand children garment enterpriseswere summaried and the relationship between channel synergy factors and channel synergy abilitywas analyzed, then a research hypothesiswas made.Through investigating staff of the existing brand children clothing enterprises or personnel engaging in marketing brand children garment on the internet together with spot survey, the survey data were collected and collated.Then the regression model about sales channel collaborative factors online and offline and channel coordination ability of brand children garment were builtand regression analysiswas carried out.The results show that channel management synergy, channel resource synergy, channel information synergy, channel cognitive synergy and channel field synergy, have different degree of positive influence on channel synergy ability and the influence degree decreases in turn.In the end, according to the regression analysis results of marketing channel synergy online and offline and channel synergy capability of brand childrens wear, some corresponding strategies are put forward to improve channel synergy online and offline of brand children garment which provides reference for the channel synergy development of brand children garment enterprises.

关键词： brand children garment channel synergy channel synergy ability regression model

作者: Ya-Ting Zhang Hong-Jian Qu

作者单位: Shanghai University of Engineering Science, 201620,Shanghai

会议类型: 国际会议

会议名称: 上海纺织服装创意创新研究生学术论坛暨第十届纺织服装创新国际论坛

会议地点: 上海

会议语种:英文

页码: 1-7

在线出版日期: 2016-07-01（万方平台首次上网日期，不代表论文的发表时间）