深圳OLR公司网络营销策略研究

发布时间：2018-07-08 16:10

本文选题：淘宝网 + 网络营销　；参考：《西北大学》2013年硕士论文

【摘要】：中小型服装企业在当前我国服装业中占据着相当大的比重,是极为重要的组成部分。我国中小型服装企业有限的推广资金始终无法形成高效的规模化营销。网络营销数据化与精准化的特点,为中小型服装企业带来了一个前所未有的能够以较少资金达到更广泛推广范围、更迅速反馈的营销手段。淘宝网覆盖了中国绝大部分网购人群,服装类目位居全网销量第一位,且进入门槛较低,是中小型服装企业网络营销的首选平台。本文以我国中小型服装企业的典型代表——深圳OLR公司为案例,详细研究了基于淘宝网服装类目下产品、定价、渠道、促销等网络营销组成策略特点,并对网络营销策略的实施保障措施也进行了相应的研究。对于深圳OLR公司的产品策略,文中提出了网络营销环境下的爆款、关联款、形象款产品组合管理策略,以及品牌策略和产品服务策略。采用了成本导向下的比较定价与折扣定价策略。研究了淘宝网以外的网络零售平台特点,为深圳OLR公司拓宽销售渠道做准备。最后,对深圳OLR公司通过优化搜索技术获取更多免费流量,提高直通车优化与推广策略获取更低成本的精准流量做了详细研究,并提出通过活动与推广互相结合,依靠数据分析打造爆款产品方法。综上所述,为深圳OLR公司建立起一套完整的网络营销体系。
[Abstract]:The small and medium-sized clothing enterprises occupy a large proportion in the clothing industry of our country at present, which is an extremely important part. The limited extension funds of the small and medium-sized garment enterprises in our country can't form the high-efficient scale marketing all the time. The characteristics of digitalization and precision of online marketing have brought an unprecedented marketing method to small and medium-sized garment enterprises which can reach a wider range of promotion and more rapid feedback with less funds. Taobao covers the vast majority of online shopping population in China, clothing category ranks first in the sales volume of the entire network, and the entry threshold is low, it is the first choice platform for small and medium-sized clothing enterprises online marketing. Taking Shenzhen OLR Company, a typical representative of small and medium-sized garment enterprises in China, as an example, this paper studies in detail the characteristics of network marketing strategies based on Taobao clothing category, such as products, pricing, channels, promotion and so on. And the network marketing strategy implementation safeguard measure also carried on the corresponding research. For the product strategy of Shenzhen OLR Company, this paper puts forward the popular style, related style, image product combination management strategy, brand strategy and product service strategy under the network marketing environment. Cost-oriented comparative pricing and discount pricing strategies are adopted. This paper studies the characteristics of online retail platform outside Taobao, and prepares Shenzhen OLR Company to broaden its sales channels. Finally, the thesis makes a detailed study on Shenzhen OLR Company to obtain more free traffic through optimization search technology, improve the through train optimization and promotion strategy to obtain lower cost accurate flow, and put forward the combination of activities and promotion. Rely on data analysis to create popular product methods. To sum up, for Shenzhen OLR company to establish a complete set of network marketing system.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.86

【参考文献】