网络海外服装代购业务的营销策略研究

发布时间：2018-04-17 21:55

本文选题：电子商务 + 品牌服装　；参考：《河北大学》2013年硕士论文

【摘要】：随着人民生活水平不断提高，消费者对服装的品质和品牌都有了更高的要求。但由于国境限制、语言障碍、国际物流等方面的壁垒，消费者对海外服装的需求无法自行达成。但是，随着近年来国际服装贸易的蓬勃发展；我国网络国际贸易平台的突破性发展；网络贸易支付体系的日益完善；国际物流配送企业的相继出现，这些都为网络海外服装代购业务的产生提供了环境条件，从而促成了海外服装代购业务的出现和快速发展。我国2011年全年网络购物交易规模已达到7735亿元，占到全社会消费品零售总额的4.3%；同时，网络购物人数达到1.87亿人，宽带网民渗透率约为41.6%。本文通过查阅大量的国内外关于海外代购、网络购物、顾客购买行为等方面的理论文献，对其进行了梳理和总结，，以淘宝网为依托，研究了海外服装代购业务的理论、运营模式和营销现状，分析总结了海外服装代购业务运营中所面临的机遇和挑战，并归纳汇总了海外服装代购业务的发展壁垒。根据行业SWOT分析，针对这些问题运用了4P和4C营销理论，从产品、价格、渠道、促销、服务等五个方面进行分析，发现在行业运营中所存在的风险及问题，就从事海外服装代购业务网商如何长远发展提出了相应的营销策略和解决方案。
[Abstract]:With the continuous improvement of people's living standards, consumers have higher requirements for the quality and brand of clothing.However, due to border restrictions, language barriers, international logistics and other barriers, consumer demand for overseas clothing can not be reached.However, with the vigorous development of international clothing trade in recent years, the breakthrough development of China's network international trade platform, the increasingly perfect network trade payment system, the emergence of international logistics and distribution enterprises,All these provide the environmental conditions for the emergence of online overseas garment purchasing business, and thus promote the emergence and rapid development of overseas garment purchasing business.In 2011, the scale of online shopping transactions in China has reached 773.5 billion yuan, accounting for 4.3 percent of the total retail sales of consumer goods in the whole society. Meanwhile, the number of online shoppers has reached 187 million, and the penetration rate of broadband Internet users is about 41.6 percent.Through consulting a large number of domestic and foreign theoretical documents on overseas purchasing, online shopping, customer buying behavior and so on, this paper combs and summarizes it, and studies the theory of overseas garment purchase business based on Taobao.This paper analyzes and summarizes the opportunities and challenges in the operation of overseas garment daigou business and summarizes the barriers to the development of overseas apparel daigou business.According to industry SWOT analysis, 4P and 4C marketing theories are used to solve these problems, which are analyzed from five aspects: product, price, channel, promotion and service, and the risks and problems existing in the operation of the industry are found.This paper puts forward the corresponding marketing strategies and solutions for the long-term development of online merchants engaged in overseas garment purchasing business.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.86

【参考文献】