网红女装店铺“吾欢喜的衣橱”营销策略研究

发布时间：2018-05-28 11:14

本文选题：网红女装店铺 + 营销策略　；参考：《南京大学》2017年硕士论文

【摘要】：2013年,淘宝红利时期结束,淘宝平台上的"大店"、"老店"依靠多年积累的老客流量维持运营,刚起步的中小卖家生存十分艰难。然而,2014年,淘宝平台上涌现出的一大批网红女装店铺,打破了这种格局。网红女装店铺通过新的流量渠道—微博,聚合了庞大的粉丝群体,并将粉丝流量引导至淘宝平台,实现变现,创造了淘宝史上最快升级皇冠店铺的神话。网红女装店铺开创的流量新渠道、C2B预售模式以及其背后的柔性供应链、闭环生态产业链都引发了一系列的探索与研究。网红女装产业已经成为互联网时代的一个重要的商业变革。"吾欢喜的衣橱"作为网红女装产业的领导者,具有着庞大的粉丝群体、强大的销售能力、高回购率、低库存等优势。但随着网红女装产业的不断发展,竞争的不断加剧。"吾欢喜的衣橱"存在的诸多问题需要加以重视。本文首先阐述了"吾欢喜的衣橱"的商业模式,并运用4C理论剖析了企业的营销思路;接着,使用PEST工具分析了"吾欢喜的衣橱"所处的宏观环境及微观环境;使用SWOT分析工具进一步剖析企业内部与外部的营销环境,提炼出企业本身的优势、劣势和企业所面临的机会和威胁。综合以上分析,总体评估企业营销发展现状,总结了企业遇到的具体问题及问题背后的深层次原因,提出了具体的营销策略及建议。包括:市场定位、品牌差异化定位、通过整合营销建立品牌形象、流量的多渠道建设等。
[Abstract]:In 2013, Taobao dividend period ended, Taobao platform on the "big store", "old store" rely on years of accumulated old passenger traffic to maintain operation, just started small and medium sellers survival is very difficult. However, in 2014, the emergence of a large number of online women's shops on Taobao platform, breaking this pattern. Through the new traffic channel, Weibo, the online women's clothing store has assembled a huge fan group, and guided the fan traffic to Taobao platform, realized the realization, created the myth of the fastest upgrading crown shop in the history of Taobao. The new flow channel C2B pre-sale mode and the flexible supply chain behind it, the closed-loop ecological industry chain, all lead to a series of exploration and research. Network popular woman dress industry has become an important business revolution in the Internet era. " My happy wardrobe, as the leader of the women's clothing industry, has a huge fan group, strong sales ability, high repo rate, low inventory and other advantages. However, with the continuous development of the women's clothing industry, the competition is becoming more and more serious. " My happy wardrobe "has many problems that need to be taken seriously." This paper first expounds the business model of "my happy wardrobe", and analyzes the marketing ideas of the enterprise by using 4C theory, then uses PEST tools to analyze the macro and micro environment of "my happy wardrobe". SWOT analysis tool is used to further analyze the internal and external marketing environment of the enterprise, to extract its own strengths, weaknesses and opportunities and threats faced by the enterprise. By synthesizing the above analysis, the paper evaluates the present situation of enterprise marketing development, summarizes the specific problems encountered by enterprises and the deep reasons behind the problems, and puts forward specific marketing strategies and suggestions. Including: market positioning, brand differentiation positioning, the establishment of brand image through integrated marketing, the flow of multi-channel construction and so on.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274

【相似文献】