Research On New Marketing Mode Of Fashion Store Based On Commodity Combination Innovation

In the background of the current clothing market competition, in order to create the differentiated brand image and meet the rising consumer needs, a kind of clothing retail format characterized by cross-border business is quietly appearing. This Retail format has quickly attracted the attention of the enterprises and consumers. Through the observation and theoretical analysis of this innovative forms, we find that it exists a lot of questions and questionable places. Therefore, in this paper the author sees this phenomenon as a new marketing model and conceives the research ideas from the perspective of a combination of commodity. The intended purpose of this paper is to discover the essence of innovation, demonstrate its possibilities, and thereby extract commodity combination innovative ideas that can represent this new marketing model.Through the methods of case analysis and empirical research, as well as theoretical interpretation and principle analysis, this paper has reached the desired research objectives:This paper puts forward the innovated commodity combination rules and the appropriate marketing strategies that can reflect the nature of this marketing model. The conclusions of this article can provide some ideas and references for boutiques which will be ready to learn from this marketing model.Firstly, this paper describes the research background, status at home and abroad. It clarifies research contents and methods as well as the significance. Secondly, through the review of relevant literature this paper explains the concept of marketing model, general retail forms of fashion shop, innovative marketing concepts. It puts forward the innovative concept of commodity combination, the contents and significance. Thirdly, this paper studies the existing commodity combination innovation stores as exemplified by Fangsuo, then referring to these existing shops, the writer conceived several more typical stores of innovated commodity combination aimed at resorting to consumer experience after learning their strengths and making up for their shortcomings. These stores will be used for further empirical investigation. What is more, this paper designs a survey questionnaire around the examples and conceived commodity combination innovation stores, and investigates the consumers’ attitudes and willingness to this business model. Finally, integrating all the results of the survey, the writer constructs a specific marketing model about commodity combination innovation, analyzes the marketing strategies of commodity combination innovation and puts forward the personal views about the new marketing model’s feasibility and future development trend.