XX网络营销策略及问题分析.docVIP

目 录 摘要....................................................................1 Abstract................................................................1 引言................................................................1 我国网络营销背景及凡客诚品网络营销现状..............................2 （一）我国网络营销背景................................................2 （二）凡客诚品............................................2 凡客诚品网络营销........................................2 （一）网络病毒营销....................................................3 （二）体验营销........................................................3 （三）异业营销........................................................4 （四）会员制体系......................................................4 凡客诚品销策略...................................5 （一）品牌塑造有待加强................................................5 （二）产业链整合薄弱..................................................5 （三）核心竞争力不强..................................................6 五、凡客诚品如何解决面临的困境..........................................6 （一）加强品牌塑造，名牌变品牌........................................6 （二）加强产业链整合，稳中求胜........................................7 致谢：..................................................................8 参考文献：..............................................................8凡客诚品网络营销策略及问题分析 魏文萍 （吉首大学 商学院，湖南 吉首 416000） 摘要：凡客诚品服装以网络营销的模式取得了巨大的成功，在短期内成为中国服装网络营销市场的领头羊。但是在企业运营发展过程中，因为整个互联网环境的不成熟及其本身优劣势所致，其网络营销也存在一些问题。本文通过凡客诚品网络营销现状及其优劣势，分析当前企业在运营中存在的问题和解决方案。 关键字：Combination of Network Marketing Weiwenping (Business School of Jishou University, Jishou Hunan 416000) Abstract: VANCL to network marketing mode has been a huge success, in short-term inside become Chinese clothing network marketing market leader. But in enterprise operation development process, because the entire Internet environment of mature and its advantages and disadvantages, the network marketing also caused some problems. This article through VANCL network marketing situation and disadvantages of current enterprise in operation, analyzes the existing problems and