《凡客诚品问题分析及网络营销策略》-毕业论文.docVIP

PAGE 1 精品 安徽建筑工业学院 毕 业 设 计 (论 文) 专 业 城建营销 班 级 2班 学生姓名 学 号 08290090210 课 题 凡客诚品问题分析及网络营销策略 指导教师 2012年6月10日 凡客诚品问题分析及网络营销策略 摘要：互联网对于传统市场营销最具革命性的影响就在于缩短了生产与消费之间的距离，减少了商品在流通中经历的诸多环节，消费者可以直接操纵鼠标在网上完成购买行为，这就是顺应时代发展的网络营销，新知识时代推动的不止是经济建设，还是人们观念的转变，针对这样的环境，本文着重针对网络直销商中的企业龙头凡客诚品进行了研究，首先分析在中国这个大的网络营销环境下凡客诚品其发展轨迹与现状，其次通过同行业比较，凡客诚品和PPG同样作为网络直销商，他们的区别在于哪里，谁的模式更加成功，从这些对比中我们可以得出值得借鉴的方式；第三，重点分析凡客诚品网络营销中做的比较成功的渠道推广，最后总结凡客目前还存在的不足并提出针对性对策。 关键词：网络营销；凡客诚品；营销手段；对策 Combination of Network Marketing Weiwenping Abstract: The Internet to traditional marketing is the most revolutionary impact on shortening the distance between production and consumption, reducing the circulation of goods in the many aspects of experience, consumers can directly manipulate the mouse to complete the purchase online, this is the timesdevelopment of network marketing, new knowledge-driven era of economic development not only, or change peoples attitudes, for such an environment, this thesis focuses on a network of distributors on behalf of the leaders who were studied off Eslite, the first of the big in Chinadown to earth off the network marketing environment Eslite and status of its development path, followed by comparison by comparing the same industry, where Vancl and ppg Eslite same distributor as a network, their difference is where, whos more successful model, from which we comparecan be a successful way to learn; the third, the focus of the channel where customers Eslite promotion, customers who concluded the shortcomings and propose specific measures. Key words: Network marketing ; Vancl; Marketing means; Measures 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc327221923 1 引言 PAGEREF _Toc327221923 \h 3 HYPERLINK \l _Toc327221924 2 我国网络营销背景及凡客诚品网络营销现状 PAGEREF _Toc327221924 \h 3 HYPERLINK \l _Toc327221925 2.1我国网络营销的背景 PAGEREF _Toc327221925 \h 3 HYPERLINK \l _Toc3272219