论文总字数：49477字

摘 要

“互联网 ”时代的到来，网络购物正朝着智能化、品质化方向发展，传统批量化生产女装已不能满足女性消费者的需求，女性消费越来越追求个性化的表达和对服装的品质、风格、品牌、审美等的关注，原创设计在这种情况下应运而生，成为了现今女装网店发展的必然趋势。

本文首先界定了原创设计型年轻女装网店的相关概念，并对原创设计型女装和网店竞争力的研究现状进行了综述。接着，对原创设计型年轻女装网店的现状进行了调查和分析，主要从网店竞争力的构成要素出发，调查原创设计型年轻女装网店各要素的发展现状，即从产品服务、网店服务、网店美观程度、网店可信度和网店营销推广这五个方面，并深入对比分析各要素，总结原创设计型年轻女装网店的发展现状及问题。在理论研究的基础上，本文通过确定对比指标，对原创设计型年轻女装网店的竞争力构成要素进行对比研究。最后，结合研究结果及存在问题，为提升原创设计型年轻女装网店的竞争力提出对策。

关键词：原创设计 女装网店 竞争力

Investigation and Analysis of the Status Quo of Original Design-type Young Women's Clothing Online Store

——Based on the Perspective of Online Shop Competitiveness

ABSTRACT

With the advent of the "Internet Plus" era, online shopping is moving in the direction of intelligence and quality. The traditional mass production of women's clothing is no longer able to meet the needs of women consumers. Women's consumption is increasingly pursuing personalized expression. The attention to the quality, style, brand, aesthetics, etc. of the clothes, the original design came into being in this situation, has become the inevitable trend of the development of women's online store.

This article first defines the concept of the original design-type young women's online store and summarizes the research status of the original design-type young women's clothing and online store competitiveness. Then, the status quo of the original design young women's clothing online store was investigated and analyzed,and the development status quo of each element of the original design young women's clothing store was investigated mainly from the component factors of the competitiveness of the online store, namely,the five aspects of product services, net store services, beauty degree of online store, credibility of online store and marketing promotion of online store, and in-depth comparative analysis of each factor, summarize the development status and problems of original design young women's clothing online store. Based on the theoretical research, this article compares the competitive elements of the original design-type young women's clothing online store by identifying comparative indicators. Finally, combined with the research results and existing problems, it proposes countermeasures to improve the competitiveness of the original design-type young women's clothing online store.

Key Words: Original design; Women's clothing Online Store; Competitiveness;

目录

摘要 I

ABSTRACT II

图目录 V

表目录 VI

第一章 绪论 1

1.1 研究背景 1

1.2 研究意义 2

1.3 研究内容 3

1.4 研究方法与思路 3

1.4.1 研究方法 3

1.4.2 研究思路 4

第二章 文献综述 5

2.1 概念的界定 5

2.1.1 原创设计型女装 5

2.1.2 原创设计型女装网店 5

2.2 原创设计型女装综述 5

2.3 网店竞争力综述 6

2.3.1 网店竞争力的概念界定 7

2.3.2 网店竞争力的构成要素 7

2.4 研究述评 8

第三章 原创设计型年轻女装网店现状调查 9

3.1 原创设计型年轻女装网店竞争力的构成要素 9

3.2 对比指标的确定 12

3.2.1 产品服务 12

3.2.2 网店服务 13

3.2.3 网店美观程度 19

3.2.4 网店可信度 20

3.2.5 网店营销推广 20

3.2.6 指标组织结构图 23

3.3 数据的获取 23

第四章 原创设计型年轻女装网店现状分析 24

4.1 现状对比 24

4.1.1 产品服务对比 24

4.1.2 网店服务对比 26

4.1.3 网店美观程度对比 40

4.1.4 网店可信度对比 42

4.1.5 网店营销推广对比 44

4.2 现状总结 48

第五章 对策 50

5.1 存在的问题 50

5.2 具体对策 51

5.2.1 重视塑造具象化的品牌形象 51

5.2.2 提高产品质量，加强产品购买体验 52

5.2.3 建立专业化、规范化、细节化的品牌服务 52

5.2.4 发展个性化营销策略 53

5.2.5 建立健全培训机制，提高设计师团队整体水平 53

结论与展望 55

参考文献 57

致谢 60

图目录

图1-1 2017年双十一消费者的品类偏好 1

图1-2 研究思路 4

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