【论文】凡客诚品的网络促销策略研究.pdfVIP

凡客诚品的网络促销策略研究 摘 要 随着网络技术的发展和互联网的普及，越来越多的企业由传统的产品营销模式 开始向网络营销转变，借助网络推销企业的产品和服务。这样，不仅节省了大量的 人力以及资金，更让企业的客户能方便快捷的找到所需信息，从而实现交易。企业 通过互联网技术进行网络营销，面对网络客户这一新的特殊消费群体，只有充分把 握客户的消费心理和消费特征，针对不同的客户对象采取不同的促销方略，实施以 消费者为主导的营销策略，才能实现网络营销者与网络客户的相互沟通，从而有效 地为客户提供丰富多样、方便快捷、优惠超值的营销服务，促进网络营销的蓬勃发 展。本文以凡客诚品作为研究对象，通过对其网络促销策略中的销售促进策略、网 络广告策略、站点推广策略、关系营销策略进行分析，对促销过程中发现存在的问 题进行分析，提出适当的解决办法。希望本文的分析研究对凡客诚品今后的发展有 一定的参考价值，同时对其他的购物网站有借鉴意义。 关键字：网络促销，网络广告，销售促进 ，站点推广 I 凡客诚品的网络促销策略研究 Abstract Along with technical devdlopment in network and the universality of the Internet, more and more companies be changed to help selling product service.In this way, not only saved a mass of manpower and material resources and fundses,but also can make the customer of the company conveniencly finds out the informaiton fastly,to realize bargaining.The business enterprises process the network marketing by the Internet technique, facing a new special consumtion community,only have the diffferent from the characteristic of consumption,aiming at different customer’s object adopts different plan of sales promotion,implement marketing strategy that according tu lead of customer,then can realize network ymarketer with the customer of network to communicate mutually so validly offer variety、convenient、fast、special、super and worth marketing serve for customer,promoting the booming development of the network marketing.This text argument the VANCL fou research object, through its network of sales promotion strategies promotion strategy, Internet advertising strategy, site promotion strategy, relationship marketing strategy is analysed and promotion process found the ana