XX针织品牌网络营销策略研究-工商管理专业论文.docxVIP

摘要 摘要 II II 品牌的策略优势，劣势，机会和挑战，并结合服装行业的特点，结合企业的 实际情况以及消费者的调研结果，提出了关于产品品牌产品策略，价格策略， 品牌策略以及渠道策略的重点研究。 力求通过互联网的独特营销方式，收获品牌知名度，创立自己的民族针 织品牌。以品牌营销为核心，最后通过品牌的溢价获得利润，稳固市场地位， 融入到国际化的服装竞争市场中去，逐渐实现健康持续稳定的发展. 关键词 针织服装；网络营销；品牌营销策略 Abstr Abstract III III Abstract With the rapid economic growth, Our apparel industry has been rapid development. At present, international competitiveness is no longer a labor cost advantage, but gradually turned to the advantage of product quality, product development and branding advantages advantage. However, compared with the international clothing brands, our apparel brand is still a backward state in the world, there is no real sense of high fashion brand, but no advanced knitting fashion brand. In the major foreign brands gradually occupied the Chinese market environment, Chinese clothing brands have to implement the marketing strategy, which is a major issue facing the domestic garment enterprises, the real problem is an unavoidable. All the social changes results from technology advancements The concepts of Internet marketing appeared due to the advent of the Internet. Continuous improvements to internet marketing strategies become necessary due to the growing penetration of the Internet. Unique network marketing is that there is no geographical constraints, consumer groups are very large, and even globalization. However, the Internet has brought not only a huge consumer, but also the amount of information carried by a very large similarity between enterprises competing products, almost transparent, the competition is very fierce. You can say that the Internet is a double-edged sword. Garment enterprises to enter the Internet business e-commerce can not only saw a huge sales, reduce inventory, lower operating costs and to provide customers with personalized service and products, more important is the hope that through the Internet, to complete their own brand sales, promote their brands, enhance their competitiveness. So, how can I make good us