丝绸2016，Vol.53Issue(12)：36-42,7.DOI:10.3969/j.issn.1001-7003.2016.12.007
中国定制服装品牌格局与运营模式研究
Research on competition pattern and operation mode of Chinese customized clothing brands
摘要
Abstract
The intelligentization of internet high-tech and the growth of pursuing personalized consumer demand experience make domestic and overseas customization brands transform, upgrade and seek new brand modes. Customization industry is transformed and upgraded to the leading frontier of clothing industry. Through market research, expert interviews and literature reviews, the article begins with the origin characteristics and development status of clothing customization brands, organizes men’s clothing customization market based on brand mode theory, analyzes and compares the competition pattern and operation mode of Chinese customized clothing brands. This paper also discusses the operation mode characteristics of traditional customized clothing brand, processing and transformation of customized clothing brands, Internet + customized clothing brands and garment enterprises extending customized brands, and puts forward relevant inspirations and marketing suggestions for the operation of Chinese men’s clothing brands.关键词
服装品牌/定制/竞争格局/运营模式/互联网+Key words
clothing brand/customization/competition pattern/operation mode/internet+分类
轻工纺织引用本文复制引用
朱伟明,彭卉..中国定制服装品牌格局与运营模式研究[J].丝绸,2016,53(12):36-42,7.基金项目
浙江省科技厅软科学项目的资助(2015C 35022)；杭州市哲学社会科学规划常规性课题的资助(M15JC033) （2015C 35022）
