蒙古族服装线上定制服务营销策略研究
Research on Marketing Strategy of Mongolian Clothing Online Customization Service
李融融 1闫亦农 2周颖 1马海景1
作者信息
- 1. 内蒙古工业大学 轻工与纺织学院,内蒙古 呼和浩特 010080
- 2. 内蒙古工业大学 轻工与纺织学院,内蒙古 呼和浩特 010080;内蒙古工业大学 纺织行业北方民族服饰数字化重点实验室,内蒙古 呼和浩特 010080
- 折叠
摘要
文章采用K-means算法对消费市场进行细分并锁定目标群体,通过无序多分类Logistic回归分析模型筛选影响消费者定制的因素,提出以产品和渠道为中心,通过打造品牌IP及提高线上定制体验等方式,实现企业服务与消费需求的有效融合,为制定蒙古族服装线上定制服务营销策略提供参考.
Abstract
In this paper,the market of the target group was segmented through the K-means algo-rithm.The screening of factors affecting consumer customization was conducted through unordered multiclass logistic regression test.Suggestions centered around products and channels were proposed,and to effectively integrate enterprise services with consumer demand by building brand IP and enhan-cing the online customization experience,so as to provide a reference for formulating the online cus-tomization service marketing strategy for Mongolian clothing.
关键词
蒙古族服装/线上定制/服务营销/K-means算法/无序多分类Logistic回归Key words
Mongolian clothing/online customization/service marketing/K-means algorithm/unordered multiclass logistic regression引用本文复制引用
基金项目
内蒙古自治区自然科学基金面上项目(2023MS07003)
内蒙古自治区哲学社会科学规划重点项目(2019NDA001)
内蒙古自治区科技计划(2019GG145)
出版年
2024
NETL
NSTL
维普
万方数据