[1]张亚婷,曲洪建*.品牌童装线上线下销售渠道协同与渠道协同能力的关系[J].服装学报,2016,1(05):524-531.
　ZHANG Yating,QU Hongjian*.Study on the Relationship Between Marketing Channel Collaboration and Channel Collaboration Capability of Brand Children’s Wear[J].Journal of Clothing Research,2016,1(05):524-531.
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品牌童装线上线下销售渠道协同与渠道协同能力的关系()
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《服装学报》[ISSN:2096-1928/CN:32-1864/TS]

卷:
第1卷
期数:
2016年05期
页码:
524-531
栏目:
服装品牌营销
出版日期:
2016-10-30

文章信息/Info

Title:
Study on the Relationship Between Marketing Channel Collaboration and Channel Collaboration Capability of Brand Children’s Wear
作者:
张亚婷;  曲洪建*
上海工程技术大学 服装学院,上海 201620
Author(s):
ZHANG Yating;  QU Hongjian*
Fashion College,Shanghai University of Engineering Science,Shanghai 201620,China
分类号:
F 274
文献标志码:
A
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。
Abstract:
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 children’s wear. Next, the staff and the marketing personnel of some famous children’s 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 collaboration 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’s wearwhich provides reference for the channel collaboration development of children’s wear brands.

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(责任编辑:卢杰,杨勇)

更新日期/Last Update: 2016-10-30