服装业网络营销存在的问题及对策——以海澜之家为例.docx

PAGE I 摘 要 在人们生活中迅速蔓延和渗透的互联网给消费者带来了诸多便利，这些便利不仅仅体现在互联网上有大量丰富的信息，也不仅仅是互联网提供给消费者休闲娱乐的另一个好去处，互联网同时展现给人们一种以往不同的购物方式。本文从目前海澜之家网络营销存在的实际问题入手，认为目前海澜之家虽然取得了一定的发展成就，但其网络营销还存在许多的问题，主要包括产品信息描述不够属实、售后服务欠完善，经营模式易被复制、交易信任感低，遭遇物流危机，缺乏虚拟购买体验等。针对这些问题，本文提出了相应的解决对策，认为应该提高物流配送效率，提供优质的产品和全方位的服务，提升网站知名度，塑造网络化品牌，增强网络互动和在线虚拟体验。本文切实地提出提升海澜之家网络营销顾客满意度和顾客重复购买意愿的策略，从产品、顾客服务、网站品牌化、在线互动与虚拟体验、物流配送等方面提出相应的意见和建议。 关键词：海澜之家；服装品牌；网络营销  Abstract In peoples life in the fast spreading and penetration of the Internet has brought a lot of convenience to consumers, these facilities not only reflect on the Internet has a lot of rich information, also is not only the Internet to provide consumers another good place for leisure and entertainment, the Internet and show people a different way of shopping. Sea billow from the current practical problems existing in the home of the network marketing to obtain, think the current large-scaleHeilan has made certain achievements, but there are many problems, the network marketing mainly includes product information description is not true, perfect after-sales service to owe, low trust business model easy to be copied, trading, logistics crisis, lack of virtual shopping experience, etc. To solve these problems, this paper puts forward the corresponding countermeasures, and think we should improve the efficiency of logistics distribution, to provide quality products and a full range of services, increase website visibility, and network brand, enhance the network interaction and virtual experience online. This article put forward conscientiously improve Heilan network marketing customer satisfaction and customer repeat purchase intention of the strategy, from product, customer service, website branding, online interaction and virtual experience, logistics and other aspects put forward the corresponding opinions and Suggestions. Key Words:Heilan; Clothing brand; The network marketing  目 录 TOC \o 1-3 \h \z \u 1 绪论 1 1.1 研究背景与意义 1 1.2 文献综述 1 1.3 研究的主