[case] dorset marketing- online commodity management technique（[例]多塞特营销,网上商品管理技术）.docVIP

[Case] Dorset Marketing: Online commodity management technique Research papers Download News: continuation line positioning Scitech Premium Outlet Mall, online same emphasis on product selection and combination of the brand in the process, it will benefit both online and stores bundled together, making the shopping guide line for line mature single product management guidance. Dorset spring as the representative of traditional department stores, its own brand position itself in the last line, it continues to position itself to differentiate and create value for consumers as the basic core of the Dorset opinion, this is the real line on-line integration of the core. To discount from the regular price December 2011, Scitech Group began to try e-commerce. Membership in Dorset line seems that even Dorset on the line, the sale of goods must also be a high-quality high-priced brands. Indeed, this is the bearer of this brand Dorset meaning and quality of high-end consumer has become ingrained hearts of keywords. All along, Dorset cooperation with all the big brands, the more big brands more reluctant to discount the form of Internet access, regular price more in line with the brand’s mental model. Price from Dorset mall official business began, Scitech Group General Manager Wu Xin official store on trying to do market research, hoping precise positioning client level. In its research, Wu Xin found acceptable Dorset spring survey most consumers on the net purchase was not interested, but rather Scitech Premium Outlet Mall consumers, although online shopping trust is low, but have said that if Scitech Premium Outlet Lay on the line, willing to try to buy. Compared Dorset spring, Scitech Premium Outlet Mall remoteness, trip inconvenient, but Ole consumers are more concerned about the cost, the big brands are willing to try a small price. March 2012, Scitech Group official Mall launched Ole channels in the form of discount brand sales, in line wit