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PAGE / NUMPAGES 《网络营销》课程设计 ——网络营销策划方案 设计题目：服装个性化定制 学 院 管理学院 专 业 电子商务 学生姓名 李兰 学 号 1010800811 指导教师 王俊 二O一三年 六 月 十 日 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc175630549 内容摘要····························································3 关键词······························································3 1.选题背景与研究意义························ 4 1.1选题背景····························4 1.2研究目标····························4 1.3研究意义····························4 2.行业环境分析··························· 5 2.1市场环境分析··························5 2.2消费需求分析··························5 2.3竞争环境分析··························6 2.4市场机会识别··························6 3.网络营销现状分析与问题总结···················· 7 3.1网络营销站点的现状分析、问题总结·······························7 3.2网络营销产品的现状分析、问题总结·······························9 3.3网络营销定价的现状分析、问题总结······························10 3.4网络营销服务的现状分析、问题总结······························10 3.5网络营销促销的现状分析、问题总结······························12 4.网络营销整体方案设计·············································12 4.1网络营销站点建设、优化之对策方案······························12 4.2网络营销产品开发、改进之对策方案······························13 4.3网络营销定价调整、优化之对策方案······························14 4.4网络营销服务创新、提升之对策方案······························14 4.5网络营销沟通及促销整体策划方案································15 5.网络营销方案设计总结·······················17 参考文献······························17 服装个性化定制 内容摘要：服装个性化是利用当前先进技术和各种辅助工具，开发生产出能够体现消费者个性的服装，因其符合时代需求，又具备了各种应有的基础条件，所以具有广阔的发展前景。本文从选题背景与设计意义、行业环境分析、网络营销现状分析与问题总结等方面作了论述，然后在此基础上进行了网络营销整体方案的设计。服装个性化定制优势和机会较多，但是还是有一些阻力和问题需要克服。在实施的过程中做到顺应潮流，趋利避害，最终将会取得很好的成果的。 关键词：个性化 时尚 需求分析 网络营销 1选题背景与研究意义 1.1选题背景 服装定制是自古以来就有的服务，其概念在于“量身”和“定做”。人们的服装都是根据个人量体裁衣，然后由裁缝根据尺寸定做。古语所谓的“看菜吃饭，量体裁衣”既表明了我国的中庸精神，也说明了服装定制这个行业在我国的悠久历史。随着社会的发展，这门手艺慢慢淡出了服装生产的舞台。 据调查显示3成人在商场凑合着买衣服，7%的人买不到合身衣服。由于顾客自己身材不是“均码”的问题穿起来并不合适，于是按照款式定制一件合适自己穿着的衣服显得很重要，