互联网环境中服装零售企业营销策略研究

发布时间：2018-02-15 21:19

本文关键词： 互联网服装零售企业营销策略　出处：《北京建筑大学》2015年硕士论文　论文类型：学位论文

【摘要】：伴随着互联网信息技术的普及与发展,网络已渗透到商业领域的各个方面。根据最新数据显示,截止到2014年6月,我国零售市场通过网络的交易额超过1万亿元,网络营销整体规模处于爆炸式增长阶段,其中服装类产品的网络交易量更是呈现持续攀升状态。越来越多的服装类零售企业将自身企业的营销重点放在网络营销之上。互联网环境中,网络技术的应用改变了服装零售企业的营销理念与营销策略的制定,消费者需求与偏好发生较大变化,对传统营销产生巨大冲击。面对互联网带来的全新环境,我国服装类零售企业对其缺乏足够深入的认识,在网络上开展营销活动,制定营销策略时由于考虑问题不全面,未意识到互联网带来的真正机遇与挑战,营销策略存在很多不足之处,限制了服装类零售企业的快速发展步伐。本文对互联网环境进行全面剖析,系统深入地分析了当前互联网环境带给服装企业的机遇和挑战,并通过详细的对比分析得出不同网络营销模式及传播策略对企业的不同影响。针对不同企业的实际情况给予了网络营销中有关价格、产品、促销、渠道策略上的建议,对于服装类企业更好的开展网络营销,实现整体营销目标以理论支持。
[Abstract]:With the popularization and development of Internet information technology, the network has penetrated into all aspects of the commercial field. According to the latest data, by June 2014, the retail market of our country had traded more than 1 tillion yuan through the network. The overall scale of network marketing is at the stage of explosive growth. Among them, the online trading volume of clothing products is continuously rising. More and more clothing retail enterprises put their marketing emphasis on network marketing. The application of the network technology has changed the marketing idea and marketing strategy of the clothing retail enterprise, the consumer's demand and preference have changed greatly, which has a huge impact on the traditional marketing. The clothing retail enterprises in our country do not have a deep understanding of it, carry out marketing activities on the network, and do not realize the real opportunities and challenges brought by the Internet because of the incomplete consideration of the marketing strategy. There are many shortcomings in marketing strategy, which limits the rapid development of apparel retail enterprises. This paper analyzes the Internet environment, and systematically analyzes the opportunities and challenges brought by the current Internet environment to garment enterprises. And through the detailed contrast analysis, the different network marketing pattern and the dissemination strategy to the enterprise's different influence. According to the different enterprise's actual situation, has given the related price, the product, the promotion, the channel strategy suggestion in the network marketing, For clothing enterprises to better carry out network marketing, achieve the overall marketing objectives to theoretical support.
【学位授予单位】：北京建筑大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.2;F274

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