可持续发展与全渠道零售是服装行业的重要发展趋势.基于问卷调查收集数据,对全渠道环境中消费者冲动消费与服装回收项目参与意愿的影响因素开展研究.研究发现,渠道融合对冲动消费产生显著负向影响,对服装回收意愿有显著正向影响;高度物质主义的消费者冲动消费程度较高,而物质主义与旧衣回收意愿之间没有显著因果关系;环境态度较高的消费者会倾向于参与旧衣回收项目,但是环境态度和冲动消费没有明显的因果关系.
文章采集中国纺织报微信公众号发表的相关新冠肺炎疫情文章,运用扎根理论方法,从市场困境、生产困境、复工复产、转型升级四个层次对疫情期间纺织业发展情况与应对进行分析,并结合典型企业案例讨论了纺织企业的疫情应对措施.研究发现:疫情期间纺织企业线下渠道、出口市场、产业链受到影响,消费者需求发生改变;纺织企业面临供应链、资金链、成本增加及人力资源管理等方面的困境;纺织业通过加强人力资源管理、积极防疫、依托政府支持等方式促进复工复产;纺织企业还通过市场开拓、柔性制造、加大技术升级及线上销售等方式进行转型升级.
In view of the channel conflict in the process of channel intergration, the conduct research on the omni-channel model of representation enterprises was conducted. Based on case studies and questionnaire survey methods, the fast-fashion brands′ value creation model was analyzed from the strategic model, operation model and profit model. The study found that the channel strategy layout of fast fashion brands is different, the perceived risk of online channel shopping still exists, and there is an inconsistency between online and offline prices and inventory information in terms ofomni-channel integration; cross-border cooperation and joint products make the product more unique. The combination of technology experience and localization promotion strategy can better serve consumer needs; “ordering online, pickup in-store” and “preferential drainage, up-sales” model effectively utilizes the externality of offline and online channels, which can better take the advantages of omni-channels.
