摘要
通过总结品牌童装线上线下销售渠道协同因素,分析了渠道协同因素与渠道协同能力的关系,并进行结果假设,构建了品牌童装线上线下销售渠道协同因素与渠道协同能力关系的回归模型;对现有品牌童装企业工作人员或品牌童装营销人员调研并收集整理相关数据,进行回归分析。结果表明,渠道管理协同、渠道信息协同、渠道资源协同、渠道认知协同和渠道领域协同对渠道协同能力存在不同程度的正向影响,且影响程度依次减小。最后根据研究结果提出了提高品牌童装线上线下渠道协同的相应策略,为品牌童装企业渠道协同发展提供参考依据。
This paper summaries sales channels collaboration factors online and offline for famous children s wear brands and analyzes the relationship between channel collaboration factors and channel collaboration capacity, and makes a research hypothesis, and then the regression model is structured about sales channel collaborative factors online and offline and channel coordination capacity of brand childrens wear. Next, the staff and the marketing personnel of some famous childrens wear enterprises were investigated. A regression model has been developed on the collected research data. The results show that channel management collaboration, channel resource collaboration, channel information collaboration, channel cognitive collaboration and channel field collaboration have positive influence of different degree on the channel collabora-tion capacity and the degree of influence decreases in this order. In the end, according to the research results, some corresponding strategies are put forward to improve the online and offline collaboration of brand children wearwhich provides reference for the channel collaboration development of childrens wear brands.
出处
《服装学报》
CAS
2016年第5期524-531,共8页
Journal of Clothing Research
关键词
品牌童装
渠道协同
渠道协同能力
回归模型
brand childrens wear,channel collaboration,channel collaboration capacity,regression model
