我国服装企业网络品牌营销策略分析——基于凡客诚品品牌案例分析.docVIP

我国服装企业网络品牌的营销策略分析 —基于凡客诚品品牌案例分析 摘要 网络是当今世界的发展潮流，容网络技术与市场营销于一体的新型营销方式——网络营销的出现在本质上给人类生活方式上带来了深刻的变革。如今，由鼠标催生的“手指经济”正在以不可遏制的力量迅速增长，服装行业也搭乘这班顺风车向e时代迈进，网络营销作为一种新的营销方法和经营理念，以其不可比拟的优势已经被服装领域所接受并迅速应用到服装营销实践中来。在网络环境下，时空的概念、市场的性质和内涵、消费者行为方式都在发生着深刻的变化。由此引发了服装企业经营理念、营销运作模式、市场竞争形态甚至整个商品流通领域的变化。服装企业需要根据信息化社会的营销环境和技术特点来制定自己富于进取的营销战略。这对服装企业即是机会也是挑战，经过这几年市场机制的调节，我国出现一批像凡客、梦芭莎、麦考林等知名网络服装品牌，本文在深入了解凡客（VANCL）品牌的运作机制基础上，集中分析凡客品牌定位，通过对其产品、价格、渠道和促销（4P）四个维度的营销策略分析和归纳，总结出我国服装企业品牌的营销策略组合，为国内服装企业网络品牌的营销策略的制定提供参考，同时，对我国服装企业品牌线上网络渠道拓展的营销策略的制定有一定的借鉴价值。 Abstract The network is the developing trend in todays world, let the network technology and the market marketing in a body new marketing way--network marketing in essence to human life style to bring about profound change. Now, a mouse has the finger economy is not the strength to curb rapid growth, clothing industry also take this class to e a car times forward, the network marketing as a new marketing methods and management idea, with its incomparable advantage has been clothing field quickly applied to accept and clothing marketing practice. On the network environment, the concept of time and space, the nature of the market and connotation, consumer behavior in profound changes. And it causes clothing business enterprise principle of management, marketing operation mode, market competition form and even whole commodity circulation field changes. Clothing enterprise need according to the information society of the marketing environment and technical features to make ourselves with being aggressive marketing strategy. The clothing enterprise that is opportunity is also challenges, through these years market mechanism of regulation, a group that have appeared in our country as guest, dreams Sally, mecoxlane, and other famous network apparel brands, based on thorough understanding every guest (VANCL) brand operation system, based on the analysis on every guest brand positioning, through its product, price, place and promotion (4 P) four dimens