服装企业线上渠道营销研究综述与展望

Research Review and Prospect on Online Channel Marketing of Clothing Enterprises

摘要: 数字经济与消费升级推动服装产业加速线上化、数字化转型，线上渠道已成为行业增长核心引擎。直播电商、内容电商、私域运营等新业态深刻重构渠道格局与消费行为，传统服装企业普遍面临定位模糊、产品同质化、渠道冲突频发、运营效率偏低等问题。学界围绕渠道价值、渠道关系、冲突治理、整合创新开展大量研究，但针对服装非标属性强、体验依赖度高、退货率高、时尚迭代快等行业特性的系统性、落地性研究仍显不足。本文系统梳理国内外核心文献，归纳评述研究进展，指出行业适配不足、整合框架欠缺、新兴渠道研究滞后等短板，并展望未来方向，为企业渠道优化与学术研究深化提供参考。

Abstract: Driven by the digital economy and consumption upgrading, the textile and apparel industry is accelerating its online, digital and omni-channel transformation. Online channels have become the core engine for industry growth. New formats such as live-streaming e-commerce, content e-commerce and private domain operation have profoundly reshaped the channel structure and consumer behavior. Traditional apparel enterprises are generally faced with problems such as vague positioning, serious product homogeneity, frequent channel conflicts and low operational efficiency. Scholars have conducted extensive research on channel value, channel relationship, conflict governance and integration innovation. However, systematic and practical research on the characteristics of apparel industry, such as strong non-standard attributes, high experience dependence, high return rate and rapid fashion iteration, is still insufficient. Based on core domestic and foreign literatures, this paper systematically sorts out the research progress, points out the shortcomings including insufficient industry adaptation, lack of integrated framework and lagging research on emerging channels, and prospects future directions, so as to provide reference for enterprise channel optimization and academic research.