基于网络消费者行为的罗蒙服装网络营销战略研究

发布时间：2018-10-31 20:34

【摘要】：电子商务时代到来,为各个产业的发展注入了新的活力。通过网络来进行营销,是一种低成本高效益的营销手段,并且己经成为现阶段服装企业进行市场竞争以及抢夺客户的一种重要渠道。另一方面,从消费者的角度来看,当经济不景气的时候,消费者的服装购买力有所下降,而在网络上购买服装,不仅能有更加多样的选择,并且价格也相对更加的实惠。随着网络的进一步普及以及信息沟通的更加顺畅,越来越多的消费者选择网络作为其购买服装的重要手段。消费者消费观念及手段的变化提高了服装企业的网络营销的重要性。始创于1984年的罗蒙,逐渐成为我国最大的西服制造企业。但是,经过了近30年的快速扩张发展以后,难以避免的遇到了一些瓶颈。国内包括罗蒙在内的所有服装企业在网络营销战略方面还是走了不少的弯路。同时,我国有特定的文化背景,消费者存在特殊的购物习惯,这使得罗蒙等服装企业在实施网络营销时应结合网络消费者的购买行为这一要素。因此,本文以基于网络消费者行为的罗蒙服装网络营销战略为研究对象,分析我国网络消费者行为的特点,并结合特点提出罗蒙服装相应的网络营销战略。本文首先从对罗蒙服装现状、网络营销环境、市场现状以及内部资源与能力进行系统分析,并分析罗蒙服装网络营销的现状及存在的问题；其次,通过调查问卷的设计及发放、回收,对调查问卷进行统计分析,分析网络消费者购买行为的特点并以此分析网络消费者购买行为对罗蒙服装实施网络营销战略的影响,为罗蒙网络营销战略的研究做铺垫；再次,由调查问卷的分析对罗蒙服装的网络营销战略进行设计,详细阐述各种可行的服装网络营销策略；最后,提出罗蒙服装网络营销战略的保障措施。
[Abstract]:The arrival of the e-commerce era has injected new vitality into the development of various industries. Marketing through the network is a low cost and high benefit marketing means, and has become an important channel for garment enterprises to compete in the market and seize customers at the present stage. On the other hand, from the consumer's point of view, when the economy is in recession, consumers' purchasing power of clothing has declined, and buying clothes on the Internet can not only have a more diverse choice, but also the price is relatively more affordable. With the further popularization of the network and the smoother communication of information, more and more consumers choose the Internet as an important means to buy clothing. The change of consumer consumption concept and means enhances the importance of online marketing of garment enterprises. Founded in 1984, Romon gradually became the largest garment manufacturer in China. However, after nearly 30 years of rapid expansion and development, it is difficult to avoid some bottlenecks. Domestic clothing enterprises including Romon in the network marketing strategy is still a lot of detours. At the same time, our country has a special cultural background and consumers have special shopping habits, which makes Romon and other clothing enterprises should combine the purchase behavior of online consumers in the implementation of online marketing. Therefore, this paper analyzes the characteristics of online consumer behavior in our country and puts forward the corresponding network marketing strategy of Romon clothing based on the online consumer behavior. Firstly, this paper systematically analyzes the status quo, network marketing environment, market status and internal resources and capabilities of Roman clothing, and analyzes the current situation and existing problems of Romon clothing online marketing. Secondly, through the questionnaire design and distribution, recovery, the questionnaire statistical analysis, analysis of the characteristics of online consumer buying behavior and the impact of online consumer purchase behavior on the implementation of online marketing strategy. To pave the way for the research of Romon's network marketing strategy; Thirdly, through the questionnaire analysis, this paper designs the online marketing strategy of Romon clothing, and elaborates various feasible online marketing strategies. Finally, the paper puts forward the safeguard measures of the online marketing strategy of Roman clothing.
【学位授予单位】：福州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F724.6;F426.86;F274

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