凡客誠(chéng)品營(yíng)銷策略分析

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1、摘要隨著互聯(lián)網(wǎng)技術(shù)的發(fā)展和傳播，網(wǎng)絡(luò)營(yíng)銷也開(kāi)始興起并快速發(fā)展，并成為未來(lái)營(yíng)銷發(fā)展的一大趨勢(shì)。而作為一種新的市場(chǎng)營(yíng)銷方式，不同于傳統(tǒng)營(yíng)銷，企業(yè)在網(wǎng)絡(luò)營(yíng)銷策略的選擇過(guò)程屮具有其獨(dú)特的應(yīng)當(dāng)側(cè)重的地方。企業(yè)想在當(dāng)前這樣一個(gè)競(jìng)爭(zhēng)激烈，機(jī)會(huì)也多的營(yíng)俏環(huán)境里取得成功，選擇正確的營(yíng)銷策略是關(guān)鍵。本課題選擇了當(dāng)前在網(wǎng)絡(luò)營(yíng)銷中比較引人注目的凡客誠(chéng)品作為研究對(duì)象。在分析了凡客誠(chéng)品所處的宏觀行業(yè)環(huán)境及其具體市場(chǎng)現(xiàn)狀的基礎(chǔ)上，來(lái)分析凡客的營(yíng)銷現(xiàn)狀如何，采用的哪些具體的營(yíng)銷策略。緊接著在凡客所采用的營(yíng)銷策略里面發(fā)現(xiàn)它存在的問(wèn)題和

2、不足之處，分析問(wèn)題的原因并提出解決的對(duì)策和方法。以期為凡客誠(chéng)品的成長(zhǎng)提供幫助。作為一個(gè)互聯(lián)網(wǎng)企業(yè)，凡客存在的主要問(wèn)題表現(xiàn)為品牌形象不夠好，產(chǎn)品質(zhì)控力度不高，物流服務(wù)不到位以及許多細(xì)節(jié)處理方面仍有欠缺。本人認(rèn)為，耍解決這些問(wèn)題，主要通過(guò)廣告宣傳策略的轉(zhuǎn)變，加強(qiáng)產(chǎn)品終端表現(xiàn)力，建立和應(yīng)的質(zhì)監(jiān)和物流監(jiān)控體系,加大物流投入和建立相應(yīng)的顧客反饋機(jī)制來(lái)解決。關(guān)鍵詞：網(wǎng)絡(luò)營(yíng)銷營(yíng)銷策略服裝行業(yè)凡客誠(chéng)品本設(shè)計(jì)（論文）題目來(lái)源于：口選AbstractWiththedevelopmentanddisseminationof

3、Internettechnology,networkmarketingbegantoriseanddevelopquickly,anditwouldbethefuturedevelopmentofamajortrendinmarketing.Asanewmarketingapproach,unliketraditionalmarketing,thefocusofbusinessmarketingstrategyinthenetworks-electionhasitsownuniqueplace.The

4、keytomakecompaniessuccessistomaketherightmarketingstrategyatsuchahighlycompetitivemarketingenvironment.Thetopicschosenvancl、whichisinthemorecompellinginthenetworkmarketinginthecurrent,astheobjectofstudy,onthebasisoftheanalysisofmacro-industryenvironment

5、andthespecificmark-etsituation,toanalyzethecurrentstatusofvancl,andtheuseofWhatspecificmarketingstrategies.Followedwecanfinditinsidetheexistingproblemsanddeficienciesinthemarketingstrategiesadoptedbyvancl,thenanalyzetheproblemsandproposesolutionstotheca

6、usesofthemeasuresandmethods?Toprovideassistanceforthegrowthofvancl.AsanInternetcompany,wherecustomersperformanceofthemainproblemsisnotgoodenoughforthebrandimage,productqualitycontroleffortsarenothigh,logisticsservices,andmanydetailsofthedealarenotinplac

7、e,thereisstilllacking.Ithink,tosolvetheseproblems,mainlythroughchangesinadvertisingstrategy,enhanceproductterminalexpression,theestablishmentofappropriatequalitysupervisionandlogisticsmonitoringsystem,increaseinvestmentandtheestablishmentofappropriatelo

8、gisticscustomerfeedbackmechanismSeKeyword:InternetMarketingMarketingstrategyEsliteapparelindustryVancl1緒論11?1研究背景和目的11.2國(guó)內(nèi)外學(xué)者研究狀況11.2.1國(guó)外研究狀況11.2.2國(guó)內(nèi)研究狀況21.3本論文研究方法31.4論文構(gòu)成及研究?jī)?nèi)容42凡客誠(chéng)品網(wǎng)絡(luò)營(yíng)銷環(huán)境分析52.1我國(guó)網(wǎng)絡(luò)營(yíng)銷的宏觀環(huán)境52.1.1經(jīng)濟(jì)環(huán)境52.1.2技術(shù)環(huán)境52.