【摘要】 为推进买手行业线上线下(O2O)业务的开展,结合服装O2O渠道应用现状,探索服务于设计师品牌买手店的品牌陈列室(Showroom)平台模式。依据企业实践和案头资料梳理,分析设计师品牌买手店O2O经营环境,构建Showroom服务平台基本架构;通过企业访谈和问卷调查,明晰设计师品牌买手店应用O2O的意向及拓展路径;根据参与实践的D企业项目,提出服务平台线上渠道、线下渠道互通的运营框架和由订单佣金、零售获利、广告收益、咨询服务收费等构成的盈利模式。同时,针对D企业与Z企业联合经营事例,解析设计师品牌集合店策划方案,为创新型Showroom服务平台模式提供发展新思路。更多还原

【Abstract】 In order to promote the development of O2 O( online to offline) business in the buying industry,combined with the application status of apparel O2 O channels,a Showroom( a large area in which goods for sale are displayed) platform mode was explored for the designer brands selecting shops.According to enterprise practice and desk data,the O2 O operating environment of selecting shops was analyzed and the basic framework of a showroom platform mode was summed up. Through interviews and questionnaires,the intention of designer brands selecting shops was defined and the O2 O marketing mode development path was researched. With the project of enterprise D,an O2 O service platform and a profit mode were put forward including order commission,retail profit,advertising revenue,consulting service charge,etc. Meanwhile,taking the joint operation between enterprise D and enterprise Z,the planning scheme of designer brand store was analyzed to provide new ideas for the innovative Showroom service platform mode.更多还原