浅析潮品秀公司网络营销问题及对策.docVIP

PAGE 17 PAGE 1 摘 要 现如今是网络时代，我们的生活因为网络的快速发展而变得更便利，更美好，它逐渐成为了人们生活中不可缺少的沟通方式，同时还改变了消费环境和场景，于是乎利用网络进行营销成为现代企业发展的潮流。潮品秀公司的品牌A21（朝品秀公司服装品牌名称）是以纯集团放弃以纯品牌的线上销售，时隔多月推出的一个进行网上销售的服装品牌。如何运用好网络进行营销是潮品秀公司必须处理好的问题。本文运用pest分析法和swot分析法进行专题分析，通过文献分析法，对潮品秀公司的网络营销策略进行探讨。首先介绍论文写作的背景，接着介绍网络营销的相关概念、方式；通过swot、pest分析潮品秀公司的网络营销环境，了解其目前网络营销中的市场定位现状、价格现状、渠道现状和推广现状。从而分析得知其网络营销中，作为服装企业线上销售没有完善的试衣系统、与其他知名国外品牌来说，价格优势不明显，差不多的价格消费者更倾向国外的品牌、品牌宣传力度不够以及服装设计缺乏创新。最后针对以上的问题提出建议，试点门店弥补线上不能试衣的缺陷、多进行同类型品牌的价格比较、加强宣传力度以及服装的创新设计和科技的结合。 关键词：网络营销 快时尚 环境分析 网络宣传 Abstract Nowadays, it is the Internet age. Our life has become more convenient and better because of the rapid development of the Internet. It has gradually become an indispensable way of communication in people ’s lives, and it has also changed the consumption environment and scenes. Marketing has become the trend of modern enterprise development. Chaopinxius brand A21 (Chaopinxius apparel brand name) is an apparel brand launched online for more than a few months after the pure group gave up online sales of pure brands.how to use the Internet for marketing is a problem that Chaopinxiu must deal with well. This article adopts pest analysis method, Swot analysis method and literature analysis method to discuss the network marketing strategy of Chaopinxiu Company. First introduce the background of thesis writing, and then introduce the related concepts and methods of online marketing; analyze the online marketing environment of Chaopinxiu through swot and pest, and understand its current market positioning status, price status, channel status and promotion status in online marketing . The analysis shows that its online marketing, as a clothing companys online sales, does not have a perfect fitting system. Compared with other well-known foreign brands, the price advantage is not obvious. At about the same price, consumers are more inclined to foreign brands, and brand promotion is not enough. Fashion design lacks innovation. Finally, I put forward sugg