姊妹花公司内衣网络营销策略研究

发布时间：2018-05-30 02:00

本文选题：服饰 + 市场营销　；参考：《上海海事大学》2006年硕士论文

【摘要】：姊妹花公司是一家专业从事女性内衣网络营销的公司。公司规模较小，属于进入行业时间较短的新进入者。在姊妹花公司的内衣网络营销过程中，，尽管公司非常努力地运营，但由于成立之初未进行长远规划，出现了一系列诸如产品定位不明确，竞争优势不明显；目标市场含糊不清企业负担增大；客户对产品的忠诚度不够，客户关系未得到有效优化；网络客户服务不够人性化，网站设计单一，网络调研缺乏，物流环境不佳等问题。本文运用MBA管理的相关知识，借助网络营销基础与实践、服饰营销学、客户关系管理等理论，对这些问题逐一加以研究，提出有效的姊妹花公司内衣网络营销策略。本文首先阐述了姊妹花公司的公司及产品现状情况，详细分析了公司的网络营销环境和客户关系(包括客户特征、客户购买行为、客户动机以及物流配送等)，指出了公司在内衣网络营销中问题存在的症结之所在；然后，对姊妹花公司的市场作了细分，选择了目标市场，明确了市场定位，确立了公司的竞争优势。姊妹花公司的主打产品为女性文胸，为突出女性用品的特点，以及姊妹花公司给予女性客户特殊的、发自内心的关爱，将品牌定位为“姊妹花——贴心的知已”。基于对姊妹花公司及其产品、客户、服务等的分析，本文提出了较适合姊妹花公司实际的网络营销策略——内衣产品的营销策略和网络客户服务策略。产品的营销策略侧重于市场营销方面，采用集中性营销策略和高价同质策略，其主要策略包括了实施网络广告、实施营业推广、实施网络会员制以及延伸产品、强化“客户体验”等策略。集中性营销策略目的在于集中力量进入个别细分市场，在较小市场上获得较大占有率，使企业资源得到充分利用。而高价同质策略目的在于强化产品的高附加值，在提供同样高品质的服务和产品中，突显姊妹花公司的价格优势。网络客户服务侧重于网络服务方面，其主要的策略包括网上促销策略(包括推广搜索引擎、优化网站等)，改善在线客户服务与客户关系(提供在线服务、个性化客户服务与个人信息保护和网上市场调研)，以及加强物流配送等。实施网络客户服务策略的目的在于让尽可能多的用户了解并访
[Abstract]:Sister flower company is a professional in women's underwear network marketing company. The company is small and belongs to the new entrant who has a shorter time to enter the industry. In the process of lingerie network marketing of sibling flower company, although the company runs very hard, but because it did not carry on the long-term plan at the beginning of its establishment, appeared a series of such as the product positioning is not clear, the competitive advantage is not obvious; The target market is ambiguous, the enterprise burden is increasing; the customer loyalty to the product is not enough, the customer relationship has not been effectively optimized; the network customer service is not humanized enough, the website design is single, the network research is lacking, the logistics environment is not good and so on. This paper applies the knowledge of MBA management, with the help of network marketing foundation and practice, clothing marketing, customer relationship management and so on, studies these problems one by one, and puts forward effective network marketing strategy of sister flower company. In this paper, the current situation of Sister Flower Company and its products are described, and the network marketing environment and customer relationship (including customer characteristics, customer purchase behavior, etc.) are analyzed in detail. Customer motivation and logistics distribution, etc., point out the crux of the company's problems in underwear network marketing. Then, the market of sister flower company is subdivided, the target market is selected, and the market position is defined. The competitive advantage of the company was established. Sister flower company's main products are female bra, to highlight the characteristics of female supplies, and sister flower company to give special, heartfelt care to female customers, the brand will be positioned as "Sister Flower-intimate knowledge." Based on the analysis of sister flower company and its products, customers and services, this paper puts forward the marketing strategy of underwear products and network customer service, which is more suitable for sister flower companies. The marketing strategy of the product focuses on the marketing, adopting the centralized marketing strategy and the high price homogeneity strategy. The main strategies include the implementation of online advertising, the implementation of business promotion, the implementation of the network membership system and the extension of the product. Strengthen the "customer experience" and other strategies. The aim of the centralized marketing strategy is to concentrate on individual market segments, gain a larger share in the smaller market, and make full use of enterprise resources. The high price homogeneity strategy aims to enhance the high added value of products and highlight the price advantages of sister flower companies in providing equally high quality services and products. Web customer service focuses on web services, and its main strategies include promoting search engines, optimizing websites, improving online customer service and customer relations (providing online services, etc.) Personalized customer service and personal information protection and online market research, as well as enhance logistics distribution. The purpose of implementing the network customer service strategy is to make as many users as possible understand and visit
【学位授予单位】：上海海事大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F426.86;F724.6

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