本文選題：電子商務(wù) + 顧客參與��； 參考：《東華大學》2014年碩士論文

【摘要】：隨著體驗經(jīng)濟時代的到來,參與、合作、溝通越來越成為社會價值創(chuàng)造中的關(guān)鍵詞,企業(yè)要獲得長遠的發(fā)展,在未來仍具備競爭力,需要遵循共同創(chuàng)造價值的準則,另一方面,互聯(lián)網(wǎng)技術(shù)改變著事物的存在方式,網(wǎng)絡(luò)將進入社會生產(chǎn)的每一個領(lǐng)域,未來的價值創(chuàng)造者需要建立互聯(lián)網(wǎng)時代的新思維。 本文基于目前網(wǎng)絡(luò)服裝銷售的發(fā)展情況,再次論證網(wǎng)絡(luò)渠道是服裝企業(yè)必然的發(fā)展趨勢,提高產(chǎn)品的開發(fā)效率對企業(yè)迎合互聯(lián)網(wǎng)時代發(fā)展特征非常必要。本文首先通過發(fā)放問卷對參與互聯(lián)網(wǎng)渠道服裝產(chǎn)品消費的人群進行調(diào)研,得到關(guān)于消費行為、消費心理、消費需求,以及國內(nèi)網(wǎng)絡(luò)服裝銷售及品牌口碑等信息。此外,從現(xiàn)有服裝電子商務(wù)幾大主要平臺入手,闡述了目前國內(nèi)互聯(lián)網(wǎng)各類平臺中服裝銷售與服裝品牌建設(shè)的發(fā)展成果與不足,同時以案例說明的方式列舉了國外時尚服飾品牌的網(wǎng)絡(luò)營銷狀況,以提供對比。 提高顧客的參與感、邀請顧客共同開發(fā)產(chǎn)品則是一種行之有效的設(shè)計模式。在文獻查閱過程中,筆者發(fā)現(xiàn)關(guān)于“顧客參與”這一概念的研究起源于服務(wù)行業(yè),但隨著研究與技術(shù)的進步,顧客參與的范圍逐漸向?qū)嵨锂a(chǎn)品的開發(fā)過渡。本文的研究內(nèi)容為基于網(wǎng)絡(luò)的顧客參與設(shè)計,對于顧客參與的界定為：以終端消費者為主體、針對實物產(chǎn)品開發(fā)的參與行為與結(jié)果。本文將市場中現(xiàn)已存在的網(wǎng)絡(luò)定制、互動式設(shè)計均歸納為這種基于網(wǎng)絡(luò)的顧客參與式設(shè)計。 顧客參與的概念多在管理學與市場營銷學中得到應(yīng)用,因此這種設(shè)計方法常被認為更傾向于一種營銷活動。對此本文認為,在這種模式中,顧客參與設(shè)計的模式仍然以設(shè)計為核心,并且設(shè)計方法的確發(fā)生了變化,可視為一種設(shè)計創(chuàng)新。同時,學術(shù)界也已出現(xiàn)相關(guān)的設(shè)計創(chuàng)新研究。 服裝企業(yè)進行創(chuàng)新,設(shè)計是核心要素,如何結(jié)合時代背景與理論研究,提出深刻滿足當代消費者需求的服裝設(shè)計模式是發(fā)展中的挑戰(zhàn),也是本文的研究目的。本文從服裝網(wǎng)絡(luò)銷售現(xiàn)狀與面臨的問題入手,對于具有典型意義的電子商務(wù)平臺進行分析,同時探討了互聯(lián)網(wǎng)中服裝產(chǎn)品消費者的特征,分析服裝企業(yè)為迎合消費者需要應(yīng)當做出的改變,最后提出了顧客參與的設(shè)計模式相關(guān)設(shè)想。
[Abstract]:With the advent of the experience economy era, participation, cooperation and communication have become more and more key words in the creation of social value. In order to achieve long-term development and competitiveness in the future, enterprises need to follow the principles of creating value together. On the other hand, Internet technology changes the way of existence of things, and the network will enter every social production. In one field, future value creators need to build new thinking in the Internet age.
Based on the current development of network clothing sales, this paper again demonstrates that network channels are the inevitable trend of clothing enterprises. Improving the efficiency of product development is very necessary for enterprises to meet the development characteristics of the Internet age. In terms of consumer behavior, consumer psychology, consumption demand, and domestic network clothing sales and brand word of mouth information. In addition, from the main platform of existing clothing electronic commerce, this paper expounds the development achievements and shortcomings of clothing sales and clothing brand construction in various domestic Internet platforms, and enumerates in the way of case description. The Internet marketing status of foreign fashion brands is to provide contrast.
In the process of literature review, the author found that the research on the concept of "customer participation" originated in the service industry, but with the progress of research and technology, the scope of customer participation has gradually shifted to the development of physical products. The research content is the customer participation design based on the network, and the definition of customer participation is: Taking the terminal consumer as the main body, aiming at the participation behavior and the result of the physical product development. The present network customization and interactive design in the market are all summed up as this network based customer participatory design.
The concept of customer participation is mostly applied in management and marketing, so this design method is often considered to be more inclined to a marketing activity. In this paper, the model of customer participation in the design is still designed as the core, and the design method does change, which can be regarded as a design innovation. In the academic circles, there has also been some research on design innovation.
The innovation and design of clothing enterprises are the core elements. How to combine the background of the times and theoretical research and put forward a fashion design model which can meet the needs of contemporary consumers is a challenge in the development and the purpose of this article. The platform is analyzed, and the characteristics of the consumer of the clothing products in the Internet are discussed, and the changes that clothing enterprises should be made to meet the needs of consumers are analyzed. Finally, the design pattern of customer participation is put forward.
【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.86;F724.6

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本文編號：2073211