(修订版)杭派服装企业上线营销分析研究.docVIP

高等教育自学考试 毕 业 论 文 杭派服装企业上线营销研究分析 办学单位： 华南理工大学 班 级： 电子商务本科 学 生： 李晓均 （010613301148) 指导老师： 胡新华指导老师 提交日期： 2014年4月19 日  中文摘要 当今的服装市场随电子商务的迅速发展使得网络营销成为传统企业发展的一个新的增长点，本文针对国内女装行业的市场发展现状,女装行业的格局与定位,中国网络消费市场和消费群进行了简要分析,以及服装企业线上与线下营销的对比作出了各方面的对比分析,针对杭派女装市场定位与线上销售作出了简要分析。现如今消费市场规模的发展、为了更有效的帮助杭派服装企业开展网络营销，本文提出了企业开展网络营销的相关策略和实施计划，有利于杭派女装企业开展网络营销，加快企业的发展脚步。 关键词： 杭派服装 市场定位 消费者心理? 线上线下整合 Abstract Todays clothing market along with the rapid development of electronic commerce network marketing become a new growth point of the development of traditional enterprises, this article in view of the domestic market development status quo of womens clothing industry, the pattern of womens clothing industry and positioning, the brief analysis of Chinas network consumption market and the consumers, as well as the clothing enterprise of online and offline marketing contrast made a contrastive analysis of the various aspects, sent to hangzhou womens clothing market positioning and made a brief analysis of online sales. Nowadays the development of the consumer market, in order to more effectively help hangzhou garment enterprises to carry out the network marketing, this paper puts forward the enterprise to carry out the network marketing strategy and implementation plan, is advantageous to the hangzhou womens clothing enterprises to carry out the network marketing, to speed up the development of enterprise. Keyword：Hangzhou to send clothes market positioning Consumer psychology Integration of online 目录 中文摘要--------------------------------------------------------------------------------------（Ⅰ） Abstract ---------------------------------------------------------------------------------------------------- 第一章 绪论 1.1研究的背景和意义-----------------------------------------------------------------(3) 1.2中国女装业的格局与发展现状分析 ------------------------------------------(3) 1.2.1女装业的格局分析------------------------------