论文总字数：22895字

摘 要

近年来，随着电商行业的不断发展，电商服装企业之间的竞争日趋激烈。一些传统电商企业开始通过线上线下相结合的全渠道销售方式，寻求转型升级。全渠道销售模式可以将线上线下资源进行有效的信息整合，既能充分利用线上渠道的信息优势也可以充分发挥实体店的体验优势，有助于全面满足消费者的消费需求。但是，对于服装品牌而言，产品具有较强的易逝性，消费者的需求更为多样化。因此，如何快速响应消费者的需求，提高顾客的满意度成为电商服装企业面临的现实问题。

首先，本文对国内外全渠道零售方面的研究现状进行了分析。进而，指出了电商服装品牌面临的问题，分析了全渠道销售模式下电商服装品牌发展趋势。随后，以妖精的口袋电商服装品牌为研究对象，对顾客满意度进行了调研。基于209份问卷样本数据，从顾客购买行为方面对顾客满意度进行分析。分析结果表明妖精的口袋存在以下几个问题（1）客服服务态度不积极（2）线上线下商品质量差异大（3）价格差异大（4）商品的退换货（5）尺寸不统一。基于统计分析结果，本文提出了改进电商服装品牌运营策略的相关建议，即：（1）培养专业化客服人员（2）保证线上线下商品质量统一（3）实现不同渠道的商品价格公开（4）搭建完善的退货渠道。

关键词：全渠道零售；电商服装品牌；顾客满意度；运营策略

Research on the operation strategy of e-commerce clothing brand under Omni channel mode

abstract

With the development of e-commerce industry, e-commerce clothing competition has become fierce. Some traditional e-commerce companies have began to seek transformation and upgrading through online and offline omni channel sales. Omni channel sales mode can integrate online and offline resources effectively, which can not only make full use of bringing the information advantages of online irrigation ditches into full but also put the experience advantages of physical shops into great play, and further meet the consumption needs of consumer. However, for the clothing brand, products have a strong perishability and the needs of consumers are more diversified. Consequently, how to quickly respond to consumers demands and customer satisfaction have become practial problems confronted by e-commerce clothing companies.

Firstly, this paper studies omni channel retail at home and abroad. Furthermore, it points out some problems faced by e-commerce clothing brand, and analyzes the development trend of e-commerce clothing brand under the omni channel sales mode. Then, with elf sack e-commerce clothing brand as the research object, the customer satisfaction was investigated. Based on 209 samples of questionnaire data, customer satisfaction is analyzed in terms of customer purchasing behavior. The analysis results show that there are several problems in the goblin's pocket: (1) The attitude of customer service is not positive; (2) the quality of online and offline goods varies greatly; (3) the price varies greatly; (4) the return and exchange of goods; (5) the size of goods is not uniform. On account of data analysis results, this paper puts forward some suggestions to improve the operation strategy of e-commerce clothing brands: (1) training professional customer service personnel; (2) ensure the quality of online and offline goods is unified; (3) realize the commodity price publicity of different channels; (4) build a perfect return channel.

Key words: Omni channel retail; e-commerce clothing brand; customer satisfaction; operation strategy

目录

摘要 I

abstract II

第一章绪论 1

1.1研究意义 1

1.2论文研究内容与研究方法 2

第二章文献综述 3

2.1国内外研究现状 3

2.1.1对全渠道零售模式的研究 3

2.2电商服装品牌的现状分析 5

第三章全渠道模式下电商服装品牌的发展现状 7

3.1全渠道模式下服装品牌的特点 7

3.1.1展开全渠道销售模式 7

3.1.2实施全渠道营销 7

3.1.3实现全渠道数据共享 8

3.2全渠道销售模式下电商服装品牌发展趋势 8

3.2.1线上线下全渠道发展 8

3.2.2数字智能化发展 9

3.2.3全渠道发展以消费者体验为中心 9

3.3全渠道模式下电商服装品牌面临的问题 10

3.3.1运营成本高 10

3.3.2不同渠道的产品价格不一致 10

3.3.3缺少专业的管理人员 10

3.2.4线上线下产品质量不一致 11

3.2.5产品的上新频率不一致 11

第四章全渠道模式下妖精的口袋电商品牌分析与调查 12

4.1妖精的口袋的简介 12

4.2全渠道模式下妖精的口袋运营模式分析 12

4.2.1妖精的口袋的全渠道销售模式展开 12

4.2.2全渠道模式下妖精的口袋营销策略 13

4.3全渠道模式下妖精的口袋面临的问题及原因 14

4.3.1各渠道服装价格不一致 14

4.3.2售后客服态度不好 14

4.3.3发货速度慢 14

4.4“妖精的口袋”问卷的设计与发放 15

第五章妖精的口袋的顾客满意度分析 16

5.1对于“妖精的口袋”的问卷分析 16

5.2对于电商服装行业的问卷分析 18

5.3问卷分析的总结 21

第六章妖精的口袋的运营策略建议 22

6.1提高客服人员专业素养 22

6.1.1培养专业化客服人员 22

6.1.2客服职能细分 22

6.1.3客服对口渠道 22

6.2保证线上线下商品质量统一 23

6.3实现不同渠道的商品价格公开 23

6.3.1多种定价策略 23

6.3.2不同渠道的产品价格统一 24

6.4搭建完善的退货渠道 24

6.4.1使退货流程程序化 24

6.4.2专人负责退货渠道 25

参考文献 26

附录 29

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