服装网络营销的产品策略研究外文文献翻译最新译文

文献出处:Bindley C. The research of product strategy in clothing network marketing [J]. Industrial Marketing Management, 2016, 1(3): 45-55.

原文

The research of product strategy in clothing network marketing

Bindley C

Abstract

As a new media, the Internet provides efficient, fast, and highly personalized interactive information communication tools, the traditional product marketing strategy content into a physical product strategy, service strategy and strategy of information products of the trinity of product strategy.

Key words: network marketing, product strategy, clothing

1 The physical product strategy

1.1 Personalized products

With the development of the era, growing consumer demand presents the characteristics of "personalized", the pursuit of extraordinary become the mainstream in the development of consumer psychology. As consumers demand degree of differentiation, the market should also be further refined, the Internet can effectively solve the "economic rationality" of the contradiction between the consideration and market segmentation. Due to consumers and manufacturers of direct talks, personalized needs of consumers will be fully appreciated. Companies are in no hurry to formulate product strategy, and to study the needs of the consumers as the center, according to the specific requirements of different customers for products and services, to carry out the custom marketing in order to meet different needs. Manufacturers often use the Internet bulletin board or E-mail and consumers are discussed, according to the different needs of customers, design products that meet the consumer individual character characteristic. As a famous American Levi's clothing company is using the Internet tailor-made jeans. Consumers through the company's web site to provide detailed size and choose design and color, the company is made for the separate and sent to the hands.

1.2 The product brand

Set up product brand there are two main function, one is the enterprise product brand is equal to the electronic trademark registered a specification, can effectively protect the enterprise public

image and intangible assets, prevent legal disputes. Second is the enterprise to use its own creation online brand can let consumer in the world of a network of the vagaries of relate a product and the enterprise, make the brand thorough popular feeling, so that when consumer is choosing goods for this product to produce a preference. Once the brand is successful, then, the enterprise selling is not only the actual product, and the company's brand and reputation.

1.3 Shorten the product life cycle

The speeding up of the network information transmission speed, online information openness makes pressure product development innovation, shorten the production cycle. But as a result of enterprise production design department can achieve global networking, enterprises can take advantage of the network television telephone tools such as collaboration with other companies to jointly develop new products, to reduce the complexity of the enterprise itself to develop new products and innovation risk, to reduce the development cost and cost of enterprise, enhance the enterprise the competitive ability and flexibility. Enterprises can also quickly through the Internet to build and change the product project, and use the Internet for virtual product project promotion, with high speed, low cost of product project and marketing research and improvement, and make the enterprise product design, production, sales and services, and other marketing link can share information and communicate with each other, to meet the needs of the consumers from various aspects, product development to maximize customer satisfaction.

1.4 Clothing material products strategy

Clothing popular characteristics have obvious periodicity, generally including the gestation period, development period, height, and recession. Clothing network marketing should be according to the fashion in different periods.

2 The service product strategy

With the development of the market and the competition, consumers are becoming more and pickier. The Internet is an information spread fast media, any complain about the product, will bring serious consequences on the Internet. Therefore, the competition between enterprises has been extending from physical products to services. Both pre-sales and after-sales service, has become increasingly important, can provide customers with satisfactory and perfect online customer support services often become the key enterprises. The network marketing has the superiority in terms of support. Through the Internet, global consumers can contact and

communication, with the enterprise customers can directly to the corporate advisory questions about the products and services, at the same time, enterprises can use technology to consumers, such as words, pictures and video display content of products and services, consumer advisory interpretation, reply, make clear the pre-sale and after-sale service in a timely manner.

3 Information product strategies

Information assets mainly refer to the intangible assets such as brand and mind share. A large number of surplus in the network economy, information to the customer the feeling of uncertain, and the choice of brand is the customers an effective way to get rid of the noise risk. Because the customer believes that brand is the manufacturer in order to make consumers believe that their products and services and to invest a large amount of produce, and the enduring brand is a self-discipline over a long period of time the quality of the products and services as a result, so choose the famous brand, product and service choice is secured. Mind share is also an important part of information assets, for the enterprise, it is a kind of intangible assets can be cashed at any time, is a potential market, because is a forecast for consumer spending, is one way to hedge their exposure to noise. Therefore, the network marketing should not only pay attention to product and service quality, also must pay attention to the accumulation of information assets. Traditional marketing in order to stimulate demand, often use the way such as to create a shopping environment influence consumers' purchasing psychology, and online sales of consumers shopping is relatively rational, great fanfare for the impact is not big. Introduce goods should give priority to with informative information, and to increase the new information. Provide information products and services, to accumulate information assets mainly from several under several aspects:

3.1 Product information

Online product information is the main characteristic of the network marketing. Information to help customers make better buying decisions, if the proper way to release information about products and upgrade, so close to the network consumers buy more often, and more expensive products. Therefore, the enterprise should take advantage of abundant information service to improve the sales of our products. Network across different space-time and seasonal, can make the enterprise on the Internet at the same time convey each season, each period of the clothing information, make the product information dissemination reached unprecedented rich and large capacity, so as to provide more opportunities for the enterprise.

3.2 The service information

Although the purpose of the site is sell goods, but the site can't just simple arrangement of goods. In network marketing, the product should also include the overall concept of product related information, which at the same time of promotional products to potential consumers, still should introduce knowledge related to the product. Site, therefore, in addition to provide related products, shall also have the product related information. Enterprises should attach importance to the website content, through interactive consultation, according to customer requirements, automatically and timely use of network to provide professional knowledge about products, to increase product value and improve the corporate image.

3.3 price information

As a result of the online information is open and easy to search more, so the price of online information plays an important role for consumers to buy. Research shows that consumers choose online shopping, on the one hand, because the network shopping is more convenient; Because the other side can obtain more product information from the Internet, so that they can in the most favorable price to buy the goods. Therefore, the enterprise can explain to consumers with price system, and provide information about product pricing, providing the basis of the pricing for the consumer, such as product cost of raw material, production, processing technology, such as cost of sales, reply the consumer inquiries, to better communicate with consumers, make consumers agree with product prices. These undoubtedly can more effectively improve the consumer satisfaction. Clothing enterprise still can use online real-time price query function, the open market prices of related products, and objectively and accurately provide different manufacturers or stores the price of similar goods or related the price of substitute, facilitate consumer goods than many, and make

a rational judgment, prompt consumers make buying decisions.

3.4 Enterprise information

Unlike traditional marketing, network marketing can shape the corporate image of the information service. Due to the technology level of audio and video on the Internet tools still than television and the advancement of the semiconductor, and mainly is to use language to convey information on the Internet, the use of information to create enterprise or product image, achieve the goal of network marketing. But the senior link function of the Internet makes it has obvious advantages in this aspect, in addition to the products and related services information, also can

create an open database of enterprise, is used to illustrate the history and development of the enterprise reform, the management idea, the development strategy, enterprise culture, quality assurance measures all help consumers understand the information of enterprises, make consumers can easily contact on the Internet, understand the enterprise, in order to increase consumer cognition and confidence of the company. Another important part of enterprise information is point-of-sale information. Consumers just because many cases on the Internet looking for information about the clothing products, and do not plan to buy clothes on the net, so the enterprise will be posted on the website, sales network according to network information to consumers choose nearby.

译文

服装网络营销的产品策略研究

Bindley C

摘要

作为一种新型媒体，因特网提供了高效、快速和高度个性化的交互式信息通讯工具，使传统的产品营销策略内容转化为实物产品策略、服务产品策略和信息产品策略三位一体的产品策略。

关键词：网络营销，产品策略，服装

1 实物产品策略

1.1产品个性化

随着时代的发展，消费需求日益呈现“个性化”的特点，追求与众不同成为消费心理发展的主流。而随着消费者需求差异化程度的加深，市场也应被进一步细化，因特网有效地解决了“经济合理性”的考虑与市场细分之间的矛盾。由于实现了消费者与厂商的直接对话，消费者的个性化需求将得到充分重视。企业开始不急于制定产品策略，而以研究消费者的需求为中心，根据不同消费者的具体要求进行产品生产和服务，开展定制营销以满足不同需求。厂商通常利用因特网上的电子布告栏或电子邮件与消费者进行讨论，根据消费者的不同需求，设计出符合消费者个性特点的产品。如美国著名的Levis服装公司就利用因特网度身定做牛仔裤。消费者通过该公司的网站提供详细的尺寸及选择款式和颜色，公司就为其单独定做并送至其手中。

1.2 产品品牌化

创立网上产品品牌的主要作用有二，（完整译文请到百度文库）一是企业的产品品牌等