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Research on the Product Planning of Costume Brand Based on the Model of Btoc Electronic Commerce

Author: ChenHongXing
Tutor: QianXin
School: Donghua University
Course: Art of Design
Keywords: B to C mode product planning product design costume brand
CLC: F426.86
Type: Master's thesis
Year: 2010
Downloads: 305
Quote: 0
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Abstract


Costume brands based on B to C E-commerce mode (referred to as B to C Mode hereinafter) enter into the blowout-style developmental stage in China during 2008 to 2009, market competition becomes increasingly fierce. The leading brands in this industry have gone from the quiet exit of PPG to the high-profile rise of VANCL. After tempering by market, B to C’s E-commerce mode has become clearer and complete, some costume brands based on B to C Mode gradually establish the brand advantages in the competition, brand products rise from "basic model" to fashion. At the same time, the B to C markets of clothing have been continuously broken down, the markets initially form differences in the pattern of subdivision, which include the popular brands represented by VANCL, the diverse fashion brands represented by MASA MASO and EUROMODA, the custom men’s brands represented by BONO, and the underwear brands represented by MOONBASA.Costume brands based on B to C mode employ the development model with buying and designing combined, with the mass consumer group as market targets, with the strategy of parity products to meet consumer demand for clothing. The brand follows fashion instead of creating fashion, which acquires the profit by the popular, large-scale marketing strategies. After pre-market expansion, the costume brands based on B to C mode acquire the higher market returns, but from the level of brand building, which are still in their infancy. The developmental bottlenecks of brand lie in lacking the brand image, the reasonable product architecture as well as consumer psychology and trends in research. This allows to quickly building the systemic and strict planning system for a priority of the brand operation. Combined with the characteristics of B to C mode to explore the products integration and promotion strategies adapted to the internet distribution channels.Product planning bases on market-oriented, consumer-centered, which aims at the systematic planning for product design including research, positioning, planning, design, product display and promotion of relevant contents, which achieves the product design and the optimization of promotion strategies by integrating the elements and resources of clothing products. This paper uses the method of literature research and brand investigation to study the product planning of costume brands based on B to C mode, focused on the case analysis, systematically summed up the core values of B to C mode and the module of product planning, at the same time pays attention to the operability of planning and the adaptability of market. By tracking the goods movement of B to C mode, such as VANCL, MASA MASO, EUROMODA, to dialyze the planning system behind products, and to provide the basis for researching scientifically.Planning study on the costume brands based on B to C mode builds from the environment analysis of market competition, the brand strategy of B to C mode, market segmentation and positioning, the interpretation about popular information, product planning to planning model of product promotion, which provides the systematic ideas for the brand’s product development. Through studying planning model to provide theoretical guidance for costume brand based on B to C mode to rationally plan the product development.

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