互联网环境下PaulFrank中国区市场营销策略研究

发布时间：2018-05-08 13:59

本文选题：品牌运营 + 营销策略　；参考：《沈阳理工大学》2017年硕士论文

【摘要】：随着时代的发展,尤其是互联网的高速发展,如今人们的生活水平有了飞速的提高,生活方式也有了较大的改变,购物方法不再像以前一样必须到市场上进行相关买卖交易,更多的开始依托网络。本文通过对互联网市场环境下PaulFrank中国区营销策略现存主要问题进行分析,结合实际工作经验,提出符合其营销的新策略。PaulFrank(大嘴猴)是和Calvin Klein齐名的国际知名国际品牌。它以色彩缤纷、时尚感吸引大量狂热粉丝,成为一个全球化的流行潮流品牌,已在全世界超过3000家店铺,商品有效的植入了各种热播的影视作品,成为众多明星大腕的宠儿,在世界各地大受广泛欢迎。本文共5章:第1章为本文的研究背景与意义;第2章简要介绍了本文使用的相关理论概述;第3章对互联网市场环境下PaulFrank中国区市场营销环境进行分析;第4章对PaulFrank中国区营销策略现状进行分析,归纳现存的问题以及形成问题的原因;第5章结合PaulFrank中国区市场营销策略的现实问题,提出对PaulFrank中国区市场营销策略的具体建议以及优化方案,包括新营销策略的制定、线上与线下营销冲突的解决方案、线下终端品牌效应的提升、线上网络营销新策略、新加盟方案制定、品牌宣传策略的优化等。本文主要通过对PaulFrank中国区营销策略进行研究,结合互联网市场环境下服饰行业的实际,研究分析老式营销策略造成的滞后性、网购时代营销体系组织架构与考核标准造成的冲突、品牌效应线下提升重视程度不足、网络营销缺乏整体规划性、传统加盟政策的制约性、较为单一的品牌宣传策略造成影响等问题及产生根源,从而提出符合PaulFrank中国区实际的相应策略。
[Abstract]:With the development of the times, especially the rapid development of the Internet, people's living standards have been rapidly improved, and the way of life has also changed greatly. Shopping methods no longer have to go to the market for related transactions as before. More start to rely on the network. Based on the analysis of the main problems existing in the marketing strategy of PaulFrank China under the internet market environment and the practical working experience, this paper puts forward that the new marketing strategy. PaulFrank (Monkey Monkey) is an international famous international brand with the same reputation as Calvin Klein. It attracts a large number of fanatical fans with colorful, fashion sense, become a global pop trend brand, has more than 3000 stores around the world, products are effectively implanted into a variety of popular film and television works, become the favorite of many stars and big names. It is very popular all over the world. This paper consists of five chapters: chapter 1 is the research background and significance of this paper; Chapter 2 briefly introduces the relevant theories used in this paper; Chapter 3 analyzes the marketing environment of PaulFrank in China under the environment of Internet market. Chapter 4 analyzes the current situation of PaulFrank marketing strategy in China, summarizes the existing problems and the causes of the problems. Chapter 5 combines with the reality of PaulFrank China marketing strategy. This paper puts forward some specific suggestions and optimization schemes for PaulFrank marketing strategy in China, including the formulation of new marketing strategy, the solution of online and offline marketing conflicts, the promotion of offline terminal brand effect, and the new online marketing strategy. New join-in program formulation, brand promotion strategy optimization and so on. This article mainly through the PaulFrank China area marketing strategy carries on the research, unifies the Internet market environment clothing industry reality, studies and analyzes the old-fashioned marketing strategy causes lag behind, The conflict caused by the organizational structure of marketing system and the assessment standard in the era of online shopping, the lack of attention to the promotion of brand effect line, the lack of overall planning of network marketing, the restriction of traditional joining policy, A single brand publicity strategy causes problems and causes, and puts forward corresponding strategies in line with the actual situation of PaulFrank China.
【学位授予单位】：沈阳理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.86

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