Research on sustainable profit factors and operation mechanism of O2O in apparel retail industry
With the advent of the Internet + economy, the emergence of O2O mode makes people deeply refreshing, clothing enterprises have tried simple touch net, but sustainable earnings difficult.Based on the marketing point of view, this study points out that the way to realization of sustainable profit model lies in the innovation of the business model, that is, the O2O model of the clothing retail industry is the breakthrough point, through multiple channel collection of data, in-depth mining apparel retail O2O sustainable profitability factors, put forward the theoretical model of enterprise strategic positioning innovation as the dependent variable, and the O2O business model value mechanism innovation as the intermediate variable,and based on the three dimensions of product, service and psychological perceived value in the process of consumer purchase.Through interviews, questionnaires, data analysis software SPSS, get four major factors of consumers to buy are the psychological satisfaction perceived value, functional perceived value, supporting service perceived value and differential marketing service perceived value, finally, it innovation puts forward the enterprises strategic positioning, implementation measures and the establishment of enterprise operation mechanism.The research conclusion will help to provide theoretical support of operation implementation for the development of O2O model in apparel retail industry, to achieve sustainable profit factors optimization guidance and to inspire and draw lessons for other enterprises to explore the O2O model.
O2O business model sustainable profitability influencing factors operating mechanism clothing retail industry
Ling-Ling Ju
Shanghai University of Engineering Science, Songjiang, Longteng Road, Shanghai, 201620, China
国际会议
2017上海纺织服装创意创新研究生学术论坛暨第十一届纺织服装创新国际论坛
上海
英文
71-78
2017-07-01（万方平台首次上网日期，不代表论文的发表时间）