关键词: 牌服装, 营销渠道, 双渠道, 竞合模型, 实证分析

Abstract:

For apparel enterprises'lffline and online marketing channels for joint sale, competition and cooperation model within dual-channel was built by using the theory of differential equation (hereinafter referred as coefficient model) and the mathematical model of online and offline sales with cooperation coefficient was deduced. The dual-channel sales of Uniqlo and Qiushuiyiren were used as the empirical data. The results show that both of store model for the policy of Uniqlo and improved model for the policy of Qiushuiyiren are in a state of win-win cooperation. The coopetition model can measure the competition and cooperation relationship under online and offline channels of the brand chothing objectively. Finally the dual-channel sales trend graphs of Uniqlo and Qiushuiyiren was combined with the model forecast to analyze the integration strategy for apparel enterprises with online and lffline channels so as to provide reference for brand apparel enterprises during dual-channel integration management.

Key words: brand apparel, marketing channel, dual-channel, competition and cooperation model, empirical study