The Research Of Network Clothing Brand Management Model And Commodity Circulation Channels

With the popularity of the Internet, clothing electronic commerce shopping mode directlyaffects the way of people’s life. Although clothing online shopping produced in domesticclothing retail development is not mature，and the Internet wide application of the margins ofsociety. But domestic clothing network marketing is still in the early stage of development. Itsadvantages determines it has wide development space. The improvement of the networkchannels promot clothing industry network marketing business model change. The domesticB2C e-commerce site building, such as: network platform alibaba, taobao, only will and soon.Marked the circulation pattern gradually mature, e-commerce network clothing commoditycirculation pattern from the initial idea to a commercial morphology change clear profit model.From the current situation of the development of the domestic network clothing brand.Network commodity circulation patterns in the clothing brand market has been issued, butthere are also some problems. How to use virtual channel, the reasonable use and efficientlogistics management strategy. Combined with the operation system, network circulationchannels systematic brand image. Improve enterprise performance is the foothold of networkcirculation channels.As a starting point, this topic from network clothing goods to the commodity circulationchannels as the research object. Analyzes factors affecting network channels of circulation ofcommodities, with platform brand B2C products as an example for empirical study.Combined with network apparel commodity circulation mode, summarizes the factorsinfluencing the performance of network clothing commodity circulation channels andmanagement advice. The main content of this topic research are: first, summarizes the statusof apparel commodity circulation channels Internet environment. Second, under the Internetenvironment in research network channels. On the basis of commodity circulation mode,analysis based on the traditional marketing channel and network clothing marketing channel.Apparel commodity circulation channels and network operation mode. Moreover, on the basisof the analysis on network marketing strategy combination theory with practical examples and empirical questionnaire. Summarizes some factors affecting enterprise marketing channelchoice, this topic research hypothesis and theoretical Suggestions.With the influence factors of clothing enterprises around the network B2C platform as anexample of empirical research. Using SPSS for data analysis, to verify that the hypotheticalsituation. And then, it is concluded that the quality of the products, after-sales service andlogistics management are the main factors influencing the clothing enterprise commoditycirculation channels. Finally, combining with the research results, the virtual platformenterprise network clothing brand commodity circulation channel selection and marketingchannel strategy. Put forward the effective method and feasible suggestion.