本文關(guān)鍵詞： 傳統(tǒng)零售 服裝 電子商務(wù) O2O 4P　出處：《東華大學》2017年碩士論文　論文類型：學位論文

【摘要】：近年來,隨著互聯(lián)網(wǎng)及移動互聯(lián)網(wǎng)的飛速發(fā)展,中國電子商務(wù)正在形成與實體經(jīng)濟深度融合的發(fā)展態(tài)勢。因此,線上線下一體化經(jīng)營的O2O(online to offline)模式逐漸受到傳統(tǒng)零售業(yè)的重視,O2O以實體店為依托,以互聯(lián)網(wǎng)為平臺,不僅能為消費者提供便利貼心的購物體驗,還能實現(xiàn)企業(yè)的盈利。R服裝品牌成立于2003年,一直專注于中高端女裝的設(shè)計、生產(chǎn)和銷售,基本處于穩(wěn)步發(fā)展狀態(tài)。但受到服裝產(chǎn)業(yè)整體產(chǎn)能過剩、同質(zhì)化競爭激烈及電子商務(wù)迅速發(fā)展的影響,企業(yè)的經(jīng)營發(fā)展變得越來越艱難。因此在新的互聯(lián)網(wǎng)環(huán)境下,為了擺脫困境,R品牌需要及時調(diào)整下一步發(fā)展戰(zhàn)略。本論文主要研究擁有200多家優(yōu)質(zhì)門店的傳統(tǒng)服裝零售品牌如何在新的互聯(lián)網(wǎng)競爭環(huán)境下抓住機遇,充分運用O2O線上線下相結(jié)合經(jīng)營的方式進行營銷策略調(diào)整。通過新的經(jīng)營模式,有利于R品牌擴展店鋪的虛擬空間、更好地分析消費者行為實現(xiàn)精準營銷、提高顧客到店率、為消費者提供滿意的購物體驗,從而在日益激烈的服裝零售行業(yè)中獲取自己的競爭優(yōu)勢實現(xiàn)可持續(xù)發(fā)展。在互聯(lián)網(wǎng)飛速發(fā)展的競爭環(huán)境下,通過分析R服裝品牌所處行業(yè)的宏觀環(huán)境、企業(yè)內(nèi)部資源、競爭對手情況以及目標消費群體的消費行為,從產(chǎn)品、價格、渠道、促銷四個方面制定適合R服裝品牌的O2O營銷策略,同時對實施O2O營銷策略提供保障措施。本論文為R服裝品牌能在未來激烈的市場競爭中獲得競爭優(yōu)勢打下一定的理論基礎(chǔ),同時也為同類型服裝零售企業(yè)在制定O2O營銷策略時提供參考和借鑒。
[Abstract]:In recent years, with the rapid development of the Internet and mobile Internet, China's e-commerce is forming a deep integration with the real economy. The online and offline integrated O _ 2O online to offline) mode has gradually attracted the attention of the traditional retail industry. It is based on the physical stores and the Internet. It can not only provide consumers with a convenient and intimate shopping experience. Also able to realize the company's profit. R clothing brand was established in 2003, has been focused on the design, production and sales of women's wear, basically in a steady state of development, but the clothing industry as a whole overcapacity, With the fierce competition of homogeneity and the rapid development of electronic commerce, the business development of enterprises becomes more and more difficult. Therefore, in the new Internet environment, In order to get rid of the predicament R brand needs to adjust the next development strategy in time. This paper mainly studies how the traditional clothing retail brand with more than 200 high quality stores seize the opportunity under the new Internet competition environment. Make full use of the combination of O2O online and offline management to adjust the marketing strategy. Through the new business model, it is helpful for R brand to expand the virtual space of stores, better analyze consumer behavior to achieve accurate marketing, and improve the rate of customer arrival. To provide consumers with satisfactory shopping experience, so as to gain their own competitive advantage in the increasingly fierce clothing retail industry to achieve sustainable development. In the competitive environment of the rapid development of the Internet, By analyzing the macro environment of R clothing brand, the internal resources of the enterprise, the situation of the competitors and the consumption behavior of the target consumer group, from the product, the price, the channel, The four aspects of promotion are to establish O _ 2O marketing strategy suitable for R clothing brand, and at the same time to provide protection measures for the implementation of O _ 2O marketing strategy. This paper lays a certain theoretical foundation for R clothing brand to gain competitive advantage in the future fierce market competition. At the same time, it also provides reference and reference for the same type of clothing retail enterprises in the formulation of O 2 O marketing strategy.
【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F426.86;F724.6;F274

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本文編號：1554186