R服装品牌的O2O营销策略研究

发布时间：2018-03-02 00:12

本文关键词： 传统零售服装电子商务 O2O 4P　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,随着互联网及移动互联网的飞速发展,中国电子商务正在形成与实体经济深度融合的发展态势。因此,线上线下一体化经营的O2O(online to offline)模式逐渐受到传统零售业的重视,O2O以实体店为依托,以互联网为平台,不仅能为消费者提供便利贴心的购物体验,还能实现企业的盈利。R服装品牌成立于2003年,一直专注于中高端女装的设计、生产和销售,基本处于稳步发展状态。但受到服装产业整体产能过剩、同质化竞争激烈及电子商务迅速发展的影响,企业的经营发展变得越来越艰难。因此在新的互联网环境下,为了摆脱困境,R品牌需要及时调整下一步发展战略。本论文主要研究拥有200多家优质门店的传统服装零售品牌如何在新的互联网竞争环境下抓住机遇,充分运用O2O线上线下相结合经营的方式进行营销策略调整。通过新的经营模式,有利于R品牌扩展店铺的虚拟空间、更好地分析消费者行为实现精准营销、提高顾客到店率、为消费者提供满意的购物体验,从而在日益激烈的服装零售行业中获取自己的竞争优势实现可持续发展。在互联网飞速发展的竞争环境下,通过分析R服装品牌所处行业的宏观环境、企业内部资源、竞争对手情况以及目标消费群体的消费行为,从产品、价格、渠道、促销四个方面制定适合R服装品牌的O2O营销策略,同时对实施O2O营销策略提供保障措施。本论文为R服装品牌能在未来激烈的市场竞争中获得竞争优势打下一定的理论基础,同时也为同类型服装零售企业在制定O2O营销策略时提供参考和借鉴。
[Abstract]:In recent years, with the rapid development of the Internet and mobile Internet, China's e-commerce is forming a deep integration with the real economy. The online and offline integrated O _ 2O online to offline) mode has gradually attracted the attention of the traditional retail industry. It is based on the physical stores and the Internet. It can not only provide consumers with a convenient and intimate shopping experience. Also able to realize the company's profit. R clothing brand was established in 2003, has been focused on the design, production and sales of women's wear, basically in a steady state of development, but the clothing industry as a whole overcapacity, With the fierce competition of homogeneity and the rapid development of electronic commerce, the business development of enterprises becomes more and more difficult. Therefore, in the new Internet environment, In order to get rid of the predicament R brand needs to adjust the next development strategy in time. This paper mainly studies how the traditional clothing retail brand with more than 200 high quality stores seize the opportunity under the new Internet competition environment. Make full use of the combination of O2O online and offline management to adjust the marketing strategy. Through the new business model, it is helpful for R brand to expand the virtual space of stores, better analyze consumer behavior to achieve accurate marketing, and improve the rate of customer arrival. To provide consumers with satisfactory shopping experience, so as to gain their own competitive advantage in the increasingly fierce clothing retail industry to achieve sustainable development. In the competitive environment of the rapid development of the Internet, By analyzing the macro environment of R clothing brand, the internal resources of the enterprise, the situation of the competitors and the consumption behavior of the target consumer group, from the product, the price, the channel, The four aspects of promotion are to establish O _ 2O marketing strategy suitable for R clothing brand, and at the same time to provide protection measures for the implementation of O _ 2O marketing strategy. This paper lays a certain theoretical foundation for R clothing brand to gain competitive advantage in the future fierce market competition. At the same time, it also provides reference and reference for the same type of clothing retail enterprises in the formulation of O 2 O marketing strategy.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.86;F724.6;F274

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