CIMALP服装品牌网络整合营销方案的研究

发布时间：2018-04-10 15:15

本文选题：网络营销 + 网络整合营销　；参考：《天津工业大学》2016年硕士论文

【摘要】：随着信息技术的发展,互联网不仅是人们获取信息的工具,从根本上改变了人们的消费模式。网络营销技术的出现使得网上信息量变大、形式更加多样化。与此同时,信息的碎片化使得消费者在信息搜索时出现困难,找不到理想的结果和答案,因此,网络整合营销也就应运而生。网络整合营销的出现使得网络营销的工具和手段更加系统化,能够通过分析网上消费者的消费行为,根据环境进行即时性的动态修正,从而综合协调各种网络营销渠道,传播推广企业统一的目标和形象,最终实现与消费者的双向互动交流。网络整合营销作为一种细致、灵活和创新的市场行为,以互联网媒体作为基础,有效地促进品牌的延伸,提高了企业和产品的知名度和美誉度。目前,网络整合营销在服装营销领域处于刚刚起步阶段,关于网络整合营销的方式没有现成的定式。本课题是耶莉娅服装集团旗下CIMALP品牌网络营销开发团队,在深入调研耶莉娅服装集团企业网站、微信平台、微博平台等网络营销工具的基础上,运用数理统计的方法,对耶莉娅集团旗下的CIMALP融e购后台***组样本数据进行了整合分析。结合百度指数对CIMALP的竞争者环境的分析结果和RFM分析理论对消费者的消费行为的直观分析结论,准确的评估了耶莉娅服装集团旗下的CIMALP品牌的定位、产品特色、营销理念和技术状况,建立了企业品牌整合营销的新模式。是国内大型服装企业集团依靠企业资源优势,应用网络和计算机技术,开发品牌网络整合营销的有益尝试。
[Abstract]:With the development of information technology, the Internet is not only a tool for people to obtain information, but also a fundamental change in people's consumption patterns.The emergence of network marketing technology makes the amount of online information become larger and the forms more diversified.At the same time, the fragmentation of information makes it difficult for consumers to search for information, and they can not find the ideal results and answers. Therefore, network integrated marketing emerges as the times require.The appearance of network integrated marketing makes the tools and means of network marketing more systematic. By analyzing the consumption behavior of online consumers and making immediate dynamic correction according to the environment, it can comprehensively coordinate all kinds of network marketing channels.Communication and promotion of corporate unity goal and image, and ultimately achieve two-way interaction with consumers.As a meticulous, flexible and innovative market behavior, network integrated marketing, based on Internet media, effectively promotes the extension of brands and improves the popularity and reputation of enterprises and products.At present, network integrated marketing is just in its infancy in the field of clothing marketing, and there is no ready-made formula for network integrated marketing.This subject is the CIMALP brand network marketing development team of Yelia Garment Group, on the basis of deeply investigating Yelia clothing Group Enterprise website, WeChat platform, Weibo platform and other network marketing tools, using the method of mathematical statistics.This paper analyses the sample data of Yelia Group's CIMALP Group.Combined with the analysis result of Baidu index to the environment of CIMALP competitor and the intuitionistic analysis conclusion of RFM analysis theory to consumer behavior, the positioning and product characteristic of CIMALP brand of Yelia clothing group are evaluated accurately.Marketing idea and technology condition, established the new mode of enterprise brand integration marketing.It is a beneficial attempt to develop brand network integrated marketing by using network and computer technology.
【学位授予单位】：天津工业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F416.81

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