Analysis on the influencing factors of international fashion brand's sales channels based on Logistic regression model
In order to help international fashion brands rationally and scientifically select sales channels and formulate sales strategies to meet the needs of different types of consumers in different regions and improve brand market competitiveness.Firstly,the analysis factors were determined according to the interview data,a multi-factor analysis theoretical model was established to influence the selection of sales channels of international fashion brands,and the analysis index system of consumer preferences that may affect the selection of sales channels of international brands was proposed.Questionnaires were designed and conducted from the four dimensions of consumer personal characteristics,psychological preferences,category preferences and fashion cognition.SPSS software was used to input the recovered questionnaire data,and Logistic regression was used to analyze the data,so as to verify the model hypothesis.Through the analysis results,it can be seen that many influence factors under the above four dimensions have a significant impact on the selection of international brand sales channels,and specific guidance strategies are given in the paper.Brand owners can formulate corresponding sales strategies according to the research results to effectively improve the utilization of sales channels and maximize brand sales performance.
distribution channelinternational fashion brandsLogistic regression modelinfluence factors
万方数据
维普
