本文選題：服飾 + 市場(chǎng)營(yíng)銷��； 參考：《上海海事大學(xué)》2006年碩士論文

【摘要】：姊妹花公司是一家專業(yè)從事女性內(nèi)衣網(wǎng)絡(luò)營(yíng)銷的公司。公司規(guī)模較小，屬于進(jìn)入行業(yè)時(shí)間較短的新進(jìn)入者。在姊妹花公司的內(nèi)衣網(wǎng)絡(luò)營(yíng)銷過程中，，盡管公司非常努力地運(yùn)營(yíng)，但由于成立之初未進(jìn)行長(zhǎng)遠(yuǎn)規(guī)劃，出現(xiàn)了一系列諸如產(chǎn)品定位不明確，競(jìng)爭(zhēng)優(yōu)勢(shì)不明顯；目標(biāo)市場(chǎng)含糊不清企業(yè)負(fù)擔(dān)增大；客戶對(duì)產(chǎn)品的忠誠(chéng)度不夠，客戶關(guān)系未得到有效優(yōu)化；網(wǎng)絡(luò)客戶服務(wù)不夠人性化，網(wǎng)站設(shè)計(jì)單一，網(wǎng)絡(luò)調(diào)研缺乏，物流環(huán)境不佳等問題。本文運(yùn)用MBA管理的相關(guān)知識(shí)，借助網(wǎng)絡(luò)營(yíng)銷基礎(chǔ)與實(shí)踐、服飾營(yíng)銷學(xué)、客戶關(guān)系管理等理論，對(duì)這些問題逐一加以研究，提出有效的姊妹花公司內(nèi)衣網(wǎng)絡(luò)營(yíng)銷策略。 本文首先闡述了姊妹花公司的公司及產(chǎn)品現(xiàn)狀情況，詳細(xì)分析了公司的網(wǎng)絡(luò)營(yíng)銷環(huán)境和客戶關(guān)系(包括客戶特征、客戶購(gòu)買行為、客戶動(dòng)機(jī)以及物流配送等)，指出了公司在內(nèi)衣網(wǎng)絡(luò)營(yíng)銷中問題存在的癥結(jié)之所在；然后，對(duì)姊妹花公司的市場(chǎng)作了細(xì)分，選擇了目標(biāo)市場(chǎng)，明確了市場(chǎng)定位，確立了公司的競(jìng)爭(zhēng)優(yōu)勢(shì)。姊妹花公司的主打產(chǎn)品為女性文胸，為突出女性用品的特點(diǎn)，以及姊妹花公司給予女性客戶特殊的、發(fā)自內(nèi)心的關(guān)愛，將品牌定位為“姊妹花——貼心的知已”�；趯�(duì)姊妹花公司及其產(chǎn)品、客戶、服務(wù)等的分析，本文提出了較適合姊妹花公司實(shí)際的網(wǎng)絡(luò)營(yíng)銷策略——內(nèi)衣產(chǎn)品的營(yíng)銷策略和網(wǎng)絡(luò)客戶服務(wù)策略。 產(chǎn)品的營(yíng)銷策略側(cè)重于市場(chǎng)營(yíng)銷方面，采用集中性營(yíng)銷策略和高價(jià)同質(zhì)策略，其主要策略包括了實(shí)施網(wǎng)絡(luò)廣告、實(shí)施營(yíng)業(yè)推廣、實(shí)施網(wǎng)絡(luò)會(huì)員制以及延伸產(chǎn)品、強(qiáng)化“客戶體驗(yàn)”等策略。集中性營(yíng)銷策略目的在于集中力量進(jìn)入個(gè)別細(xì)分市場(chǎng)，在較小市場(chǎng)上獲得較大占有率，使企業(yè)資源得到充分利用。而高價(jià)同質(zhì)策略目的在于強(qiáng)化產(chǎn)品的高附加值，在提供同樣高品質(zhì)的服務(wù)和產(chǎn)品中，突顯姊妹花公司的價(jià)格優(yōu)勢(shì)。 網(wǎng)絡(luò)客戶服務(wù)側(cè)重于網(wǎng)絡(luò)服務(wù)方面，其主要的策略包括網(wǎng)上促銷策略(包括推廣搜索引擎、優(yōu)化網(wǎng)站等)，改善在線客戶服務(wù)與客戶關(guān)系(提供在線服務(wù)、個(gè)性化客戶服務(wù)與個(gè)人信息保護(hù)和網(wǎng)上市場(chǎng)調(diào)研)，以及加強(qiáng)物流配送等。實(shí)施網(wǎng)絡(luò)客戶服務(wù)策略的目的在于讓盡可能多的用戶了解并訪
[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
【學(xué)位授予單位】：上海海事大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2006
【分類號(hào)】：F426.86;F724.6

【參考文獻(xiàn)】

相關(guān)期刊論文 前8條

1 張愚;紡織交易網(wǎng)——為傳統(tǒng)的紡織企業(yè)插上電子商務(wù)的翅膀[J];中國(guó)紡織;2001年01期

2 劉讓同;紡織企業(yè)應(yīng)加快信息化步伐[J];紡織導(dǎo)報(bào);2000年06期

3 張卓;我國(guó)紡織工業(yè)電子商務(wù)化的前景[J];紡織導(dǎo)報(bào);2001年01期

4 何樹全;虛擬世界的顧客購(gòu)買過程[J];國(guó)際市場(chǎng);2000年10期

5 張忠民;關(guān)于網(wǎng)絡(luò)時(shí)代營(yíng)銷理念與實(shí)踐變化的研究[J];南開管理評(píng)論;2001年04期

6 薛長(zhǎng)青;CS戰(zhàn)略與顧客滿意模式[J];商場(chǎng)現(xiàn)代化;2000年06期

7 馬潤(rùn)洪,王守茂;網(wǎng)絡(luò)銷售的交易規(guī)律探析[J];天津紡織工學(xué)院學(xué)報(bào);2000年06期

8 高宏,劉克海;面向中小企業(yè)電子商務(wù)網(wǎng)站的模式探討[J];計(jì)算機(jī)系統(tǒng)應(yīng)用;2000年08期

本文編號(hào)：1953404