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lb服装公司网络营销策略分析-analysis of lb clothing companys network marketing strategy.docx

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lb服装公司网络营销策略分析-analysis of lb clothing companys network marketing strategy

AbstractDuetotherapiddevelopmentoftheeconomy,thecontinuousimprovementoflivingstandardandthecommonapplicationofinternetinformationtechnology,thetraditionalmarketingmodelforapparelindustrycannolongermeettheneedsofthenewconsumerculture.E-marketingiswidelyacceptedbecauseitisbetteradaptedtothenewconsumptionpatternwhichismoretimeefficientandconvenient.Onlineshoppingdevelopsquicklyandclothingbecomesthemostpurchasedretailgoodsonline.Bytheendof2011,thenumberofonlineshoppersreached212millionandthetotalonlinespendingof2011was809billionRMBamongwhich267billion,accountingfor33%,wasspentonclothing.Thisnewconsumptionpatternisdefinitelyaffectingpeople’slife.ITindustryhasmergedwithapparelindustryande-marketingwhichhasbeengraduallyreplacingthetraditionalmarketingchannels,isbecomingaveryimportantmediaofcommunicationandtransactionsbetweencompaniesandcustomers.Theadvantageofe-marketinghasbeenrecognizedbymanyclothingenterprises.AfterChinasaccessiontotheWTO,theclothingmarketwasfloodedwithforeignbrandswhichalsooccupiedacertainmarketshare.InordertoreceivesignificantbenefitsfromsuchahugeclothingmarketofChina,theenterprisesneedtobaseontheirownsituationandfindthemostsuitablestrategytoreachtherapiddevelopment.Inthisarticle,theprospectofe-marketingfortheLBclothingcompanyisveryoptimistic.AtfirsttheauthoranalyzedthemarketingsituationofLBclothingcompanyandusethePESTmodeltoanalyzethecompany’spoliticalenvironment,economicenvironment,scienceandtechnologyenvironmentandsocialenvironmentfollowedbytheanalysisofthedomesticapparelindustry’scurrentsituation.Theauthoralsodidtheanalysisonthecompetitors,thecustomersandthepotentialentrantsofLBclothingcompany,andusetheSWOTmodeltoelaboratethee-marketingsituationofLBclothingcompany.Therearealsoproblemsbroughtupwithe-marketingofthecompany.Atlast,theauthorgavearesearchonthecompany’smarketsegmentationandpositioningstrategy,broughtupthestrategiesofcreatingonlinebrand,networkpromoting,4Pandafter-salemanagement,andgaveafewsuggestionsonimprovingmarketingorganizationalstruc