SSRH内衣服装企业网络营销策略研究

发布时间：2018-04-19 02:35

本文选题：网络营销 + 内衣服装　；参考：《大连海事大学》2012年硕士论文

【摘要】：任何一种社会变革都是由技术的进步带来的,由于互联网的出现,融合演化网络营销的概念；由于互联网的普及,持续完善网络营销的策略,网络营销的独特之处在于,其面对的消费群体非常庞大。依托于互联网的便利,网络营销的顾客是全球化的,就中国而言,每年的上网人数都以超过30%的速度在增长。把这样一个互联网作为销售渠道,消费群体非常庞大,所有的商家对此,没有不会动心的。然而,互联网上不但是消费群体庞大,所承载的信息量也是庞大的,面对如此巨大的信息量,企业与企业之间,产品与产品之间,几乎都是透明的,竞争达到了白热化的程度,可以说互联网是一把双刃剑。传统行业进入互联网是势在必行的,中小型企业更是希望通过互联网,完成自己的品牌销售,所以,如何用好这把剑,成为每一个商家都在关注的问题,这里将会蕴含着巨大的商业价值。 SSRH内衣服装企业在开展网络营销之初,先通过研究同类企业的经营方法,成立专门从事网络营销的公司,做专门从事内衣销售的网站,以经营自己的内衣品牌为主要目的,通过各种网络推广策略,营销产品。以期望通过网络营销,收获品牌知名度,创立自己民族品牌。在获得品牌效应之后,通过品牌溢价获得利润。传统营销是实实在在的实物销售,交易真实透明；而在网上展开交易时,产品是以虚拟方式展现的,交易跨越了时间和空间的概念。基于这一点,SSRH内衣服装企业在进入电子商务之前,先认真的审视自己的产品是否适合在网上开展销售,然后选择从垂直类入手,以期望尽快获得一个很好的定位。互联网以其独特的个性,可以作为品牌经营的基地,然而如果期望通过网络销售获得巨额利润的,只会倒闭的更快。所以,SSRH内衣服装企业进入互联网,是以品牌经营为核心,创立自己的网站,最终通过品牌溢价获得利润。
[Abstract]:Any kind of social change is brought about by the progress of technology, because of the emergence of the Internet, the integration and evolution of the concept of network marketing; because of the popularity of the Internet, continuous improvement of the strategy of network marketing, the unique point of network marketing lies in.It faces a very large group of consumers.Thanks to the convenience of the Internet, the customers of online marketing are global. In China, the number of Internet users is increasing by more than 30% every year.Such an Internet as a sales channel, consumer groups are very large, all businesses, not won't be moved.However, the Internet is not only a huge consumer group, but also a huge amount of information. Faced with such a huge amount of information, between enterprises and enterprises, between products and products, almost all of them are transparent, and competition has reached a white-hot degree.It can be said that the Internet is a double-edged sword.It is imperative for traditional industries to enter the Internet, and small and medium-sized enterprises hope to complete their own brand sales through the Internet. Therefore, how to make good use of this sword has become a problem that every businessman is paying attention to.There will be enormous commercial value.At the beginning of the network marketing of SSRH underwear and garment enterprises, by studying the management methods of the similar enterprises, we set up a company that specializes in network marketing, and make a website specialized in underwear sales, with the aim of operating its own underwear brand as the main purpose.Through various network promotion strategies, marketing products.Hope through network marketing, harvest brand awareness, create their own national brand.After obtaining brand effect, gain profit through brand premium.Traditional marketing is a real physical sale, and the transaction is true and transparent, while in online transactions, the products are displayed in a virtual way, and the transaction transcends the concepts of time and space.Based on this, SSRH underwear and garment enterprises first carefully examine whether their products are suitable for online sales before entering e-commerce, and then choose to start from the vertical category, in order to hope to get a good position as soon as possible.The Internet, with its unique personality, can be used as a base for brand management, but those who expect to make huge profits through network sales will only fail faster.Therefore, SSRH underwear clothing enterprises enter the Internet, is to brand management as the core, to create their own website, and ultimately through the brand premium to obtain profits.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F49;F426.86

【引证文献】