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1、-------上海交通大学工程硕士学位论文摘要分析依据和相应的应用参考，以促进网络环境下我国传统服装行业的转型和健康可持续发展。关键词：代理销售沟通模式，互联网，电子商务，服装行业-----------II-----------上海交通大学工程硕士学位论文ABSTRACTSALESAGENTCOMMUNICATIONPARADIGMTRANSFORMATIONSOFTHEGARMENTINDUSTRYINTHEINTERNETAGEABSTRACTWiththerapiddevelopmentofinternet,traditionalgarmentindustr
2、yhasgonethroughthechangesincludingmarketing,payment,logisticsandwarehousing.Thenetworkingofgarmentindustrytendstodevelopmoreandmoreobviously.Accordingtothestatistics,77.4percentof140millionpeoplepurchasedtheclothesoninternetin2013,withanannualgrowthrateupto97.5percent.Sincethenetworki
3、ngenvironmentisgraduallyformedandtheonlinemarketingchannelisconstantlymature,thesalesagencyandcommunicationmodelinthetraditionalgarmentindustryisverynecessarytochange.Themainpurposeofsalesagencyandcommunicationistogainthedemandinformationofenterprises`productsfromtheagents,andthenthee
4、nterprisesadjusttheirstrategiesbasedonsuchinformation.Thechangesofsalesagencyandcommunicationmodelnotonlyincludethechangeofexternalcommunicationmodelbutalsothechangeofcommunicationmanagementinsidetheenterprises.Therefore,thepapertargetsthetransformationoftraditionalsalesagencyandcommu
5、nicationmodelofgarmentindustryundertheinternetbackground,andstudiesthesalesagencyandcommunicationmodeloftraditionalgarmententerprisesundertheE-commerceenvironmentfromtheperspectivesof“theoryandpractice”,“normativeandempiricalresearch”.Thustherelevantresultsareobtainedasfollowsthrought
6、heresearch:Firstly,relevantconceptsareintroducedandanalyzed,includingmarketingconcept,E-commercemarketingconcept,conceptsrelatedtocommunicationmanagementandMRPII/JIT/TOC,whichprovidesolidtheoreticalsupportforthefollowingresearch.Secondly,thestatusquoandtendencyofE-commerceofgarmentind
7、ustryundertheinternetenvironmentareanalyzed.Withtherapiddevelopmentofinternet,thenumberofnetizensisincreased.Meanwhiletheeconomicenvironment,socialcultureandtechnicalenvironmentallgreatlypromotethedevelopmentofE-commerce.Thestatusquoandfuturedevelopmentofelectricgarmentindustrybothten
8、dtoha
