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1、浙江理工大学硕士学位论文AbstractAttheendoftheyearforthetwelfthfive-yearplan,technologicalinnovationandservicemutuallypromoteanddeveloptogether,theInternettechnologyisdramaticallyinnovatingotherindustry'sbusinessmodel.Asatraditionalmanufacturingindustry,clothingindustrynotonlysatisfiespers
2、on'sbasicneed,butalsotheneedofappreciationandspirit,toseekall-rounddevelopment.WiththerapidgrowthofmobileInternet,everyindustryisconnectedwiththeInternetdeeply.Itisaproblemwhicheverypractitionersshouldbepositivetothinkabout,thathowtostimulateclothingindustrytoadapttothedemando
3、fthemarketanddifferentconsumerundertheguidanceofInternetthinking.Themodelofonlinetooffline(O2O)makestheonlinebecometheconsumption'sreceptionistoftheoffline,iteliminatestheinformationasymmetrybetweentheonlineandtheoffline,toprovidetherealisticneedoftheproductorserviceforconsume
4、r,andconvenience,experienceandpersonalizedservicearetheelementsofO2Omodel.Thekeypointforonlineisattractingconsumer,andpersonalizedserviceisimportantforoffline.Itissignificantforstorestomakeconsumerknowabouttheirshopsfromelectroniccommercetoproduceconsumptiveactions,comparedwit
5、htheofflineenvironment,theonlineenvironmentmaybuiltalong-timerelationshipwithconsumerstopursuediversifiedcompetition.Drivenbytheconceptionof"Internet+"and"Industrie4.0",theinformationofcommoditybecomesagrowingnumberofdistinction,andthepersonalizedneedforconsumerisincreasing,he
6、nce,itwillbecomemoreandmoredifficultforapparelbrandstohighlighttheirownstrength.Traditionalapparelbrandsshouldmakethebestofrealeconomytomakefirms'transformationandupgrading,however,Internetbrandsshouldtakefulladvantageoftheirdatabaseresourcetoentertaindifferentconsumerswithdif
7、ferentstrategy,inordertoimprovetheconversionrateandreinforcesthedegreeofconsumerloyalty.Thispaperusespersonalizedserviceasanentrypoint,andmaketheoperationmechanismofO2Omodelasthebase,itshowthattherelativeresearchesaboutIII万方数据浙江理工大学硕士学位论文personalizedserviceandconsumerloyaltyar
8、erareatpresentthroughtheliteraturereview.Thepaperputsforwarda
