摘要随着汉服运动的兴起，人们对汉服的关注度越来越高，汉服作为小众文化逐渐扩大了消费群体，而互联网的快速发展也让电子商务领域不断扩大，汉服与电子商务的结合，更是加快了汉服产业的发展。本文以北海乌衣巷汉服店作为研究对象，通过到北海乌衣巷汉服店现场调研，运用SWOT分析法，分析北海乌衣巷汉服店目前的电子商务发展现状和运营现状，针对其存在问题，提出营销改进策略，推动该品牌进一步发展。关键词：乌衣巷汉服.电子商务.营销策略ABSTRACTWiththeriseofHanfumovement,peoplepaymoreandmoreattentiontoHanfu.Asaminorityculture,Hanfugraduallyexpandstheconsumergroup,andtherapiddevelopmentoftheInternetalsoexpandsthee-commercefield.ThecombinationofHanfuande-commerceacceleratesthedevelopmentofHanfuindustry.Inthispaper,WuyiLaneHanfuShopinBeihaiistakenastheresearchobject.ThroughthefieldinvestigationofWuyiLaneHanfuShopinBeihai,SWOTanalysismethodisusedtoanalyzethecurrente-commercedevelopmentandoperationstatusofWuyiLaneHanfuShopinBeihai.Inviewofitsexistingproblems,marketingimprovementstrategiesareproposedtopromotethefurtherdevelopmentofthebrand.Keywords:WuyiXiangHanfu.E-commerce.Marketingstrateg目录摘要..................................................................................................................................................2ABSTRACT......................................................................................................................................3一、绪论..........................................................................................................................................6（一）研究背景及意义...........................................................................................................61.研究背景.......................................................................................................................62.研究意义...............................................................................................................................7（1）理论意义.................................................................................................................7（2）实践意义.................................................................................................................7（二）国内外研究现状.........................................................................................................71.国内汉服研究现状.......................................................................................................72.国外汉服研究现状........................................................................................................83.研究的不足....................................................................................................................9（三）研究内容和方法.........................................................................................................91.研究内容.......................................................................................................................92.研究方法.......................................................................................................................9二、相关理论概述.........................................................................................................................10（一）汉服理论.....................................................................................................................10（二）...
