服装“云商”模式发展策略

The Development Strategies of Clothing Cloud Business Model

摘要: 快速发展的服装电子商务与传统的服装销售模式各具优势，基于线上线下多渠道融合的“云商”模式是未来服装销售的发展趋势。本文探讨了实现服装网络销售与传统实体店面销售协调的发展路径，以及相应的价格和非价格策略。给出了传统零售商如何正确分析内外部竞争环境，结合自身发展情况选择合适的发展路径，以及如何制定全面科学的价格和非价格策略体系的方法。

Abstract: The rapid development of apparel e-commerce and traditional clothing sales model has their own advantages. Based on online multi-channel integration which is called “Cloud” model is the development trend of future clothing sales. This paper discusses the path to achieve coordinated development of apparel sales and traditional physical store sales, as well as the pricing strategy and non-price strategies. It gives suggestions on how these traditional retailers should correctly analyze internal and external competitive environment, combine with its own development situation to choose the right path, and develop a comprehensive scientific method system of price and non-price strategy.