AISAS模型下淘宝网服装品牌推广研究

发布时间：2018-03-21 21:33

本文选题：淘宝网　切入点：AISAS模型　出处：《湖南师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着社会的发展与进步,网络在现代生活中的普及和应用,淘宝网、京东商城、亚马逊等B2C、C2C各大电子商务平台如雨后春笋般涌现,网络购物已经成为了当今人们生活中非常重要的一部分,而作为人们生活需求量极大的服装产业,更是渗透到电子商务平台的各个角落。由于网络购物有着方便、快捷、低价格等优势,越来越多的消费者选择网上购买服装。曾在三年内击败全球电子商业巨头eBay易趣的淘宝网,理所当然的成为了最大的服装网络交易电子商务平台。服装业在淘宝网销售模式已不再局限于早期的二手转让或个人批发转销经营,各大大小小服装商家纷纷转战淘宝网,淘宝网服装行业的竞争到了白热化的阶段。机遇与挑战并存,淘宝网犹如茫茫大海,服装店铺要想引起消费者注意并脱颖而出,拥有价廉物美的产品优势是前提,而虚拟店铺品牌化的经营管理、与时俱进的营销推广方式则是在同类服装店铺中保持持续竞争优势的必要手段。本文旨为淘宝网服装品牌提供真实可借鉴的模型和方法,深入探讨服装企业在淘宝网进行品牌的推广营销,并将AISAS网络消费者行为模型与淘宝网服装品牌推广实践相结合,强调关注网络消费者利益和真实心理需求的重要性。内容安排上,主要分为五个章节进行探讨,首先阐述本文的研究背景、研究现状、创新点以及国内外现状,分析在淘宝网进行服装品牌推广营销的商业价值。其次,综合分析淘宝网的购物环境和消费者心理行为特征,以及在网络环境下,新型网络消费者行为模型AISAS相比传统消费者行为模型AIDMA的优势与进步性,指出为淘宝网服装品牌推广提供现实依据。在第三章,分析了现有淘宝网服装品牌经营的优势与劣势,提出进行品牌推广的必要性,并列举韩都衣舍和优衣库两个具有代表性的品牌进行案例分析。第四章,通过问卷调查等可行性分析,创立淘宝网高端定位服装品牌,并结合AISAS模型的淘宝网服装推广策略体系,进行该品牌战略推广,提出始终坚持以品牌理念引导,为消费者提供差异化的产品和服务是在淘宝网取得竞争优势的重要手段。最后对论文进行总结和展望,希望给迷茫中的淘宝网服装品牌和欲进驻淘宝网的传统服装企业带来更多的创新启迪和新的发展契机。
[Abstract]:With the development and progress of society, the popularity and application of network in modern life, Taobao, JingDong Mall, Amazon and other major e-commerce platforms have sprung up. Online shopping has become a very important part of people's life, and as a clothing industry, which is in great need of people's daily life, it has penetrated into every corner of e-commerce platform. With the advantages of low prices, more and more consumers choose to buy clothes online. In three years, Taobao, a global e-commerce giant, defeated eBay eBay, a global e-commerce giant. As a matter of course, it has become the largest e-commerce platform for online trading of clothing. The sales model of the clothing industry on Taobao is no longer limited to the early second-hand transfer or individual wholesale resale, and clothing merchants, large and small, have turned to Taobao one after another. Taobao clothing industry competition to the white-hot stage. Opportunities and challenges coexist, Taobao is like a vast sea, clothing stores want to attract the attention of consumers and stand out, have the advantage of cheap products is the premise, The brand management of virtual store and the marketing promotion mode of keeping pace with the times are the necessary means to maintain the sustainable competitive advantage in the similar clothing stores. The purpose of this paper is to provide a real model and method for Taobao clothing brand to use for reference. This paper probes into the brand promotion and marketing of clothing enterprises in Taobao, and combines the AISAS online consumer behavior model with the Taobao clothing brand promotion practice. It emphasizes the importance of paying attention to the interests of online consumers and the real psychological needs. In terms of content arrangement, it is divided into five chapters. Firstly, the research background, research status, innovation points and the present situation at home and abroad are expounded. This paper analyzes the commercial value of clothing brand promotion and marketing in Taobao. Secondly, it synthetically analyzes the shopping environment and consumer psychological behavior characteristics of Taobao, as well as the network environment. Compared with the traditional consumer behavior model (AIDMA), the new online consumer behavior model (AISAS) has the advantages and progress, and points out that it can provide practical basis for the promotion of Taobao clothing brand. In the third chapter, it analyzes the advantages and disadvantages of the existing Taobao clothing brand management. Put forward the necessity of brand promotion, and enumerate two representative brands of Han du Yi she and Uniqlo to carry on the case analysis. Chapter four, through the questionnaire investigation and other feasibility analysis, establishes Taobao high-end positioning clothing brand, Combined with the AISAS model of Taobao clothing promotion strategy system to promote the brand strategy, put forward to adhere to the concept of brand guidance, To provide consumers with differentiated products and services is an important means to gain competitive advantage in Taobao. The author hopes to bring more innovation inspiration and new development opportunity to Taobao clothing brand and traditional garment enterprises which want to be stationed in Taobao.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：TS941.2

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