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XX集团股份有限公司(服装公司)网络营销策略研究.doc

资料分类:经济论文 高级会员(巧乐兹)提供原创论文资料更新时间:2016-05-19
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摘要:互联网的出现,对人类生活产生了广泛的影响,网络营销是适应网络技术的发展而出现的,网络营销是一种营销手段,是企业营销战略的一个组成部分,它具有范围广泛、无店租成本、及时的特点。如今,对服装领域来说,一种新的销售模式——服装网络营销,得到很多企业的认可和接受,也给服装品牌营销带来了挑战和机遇。

   本文运用网络营销理论,首先分析了我国服装企业网络营销发展的现状及面临的问题,然后重点分析了联发公司网络营销发展的现状和网络营销所面临的宏观环境,并对公司进行SWOT分析,提出开展网络营销的策略,包括完善网站建设、网站推广、产品、价格、渠道、促销策略等,本文得出结论如下:

  (1)对联发公司来说,公司领导要重视网络营销,充分认识网络营销对公司经营发展的作用,完善好企业网站,并运用一系列手段进行推广,要注重提高产品的质量,提供完善的售后服务,提高公司的知名度。

  (2)政府方面,要出台有利于企业开展网络营销的政策,对企业加强引导和技术支持,建立好的法制环境.加强网络信用体系建设,保障网络营销的安全和利益。

关键词:服装企业;网络营销;营销策略

 

Abstract:The Internet has brought a wide range of influence on human life. The network marketing is a marketing tool and it is a part of the entire marketing strategies of the enterprise. It has many features, such as low cost, no store rent and interactive. Nowadays, the network marketing has recognized and accepted by many clothing enterprises and has brought challenges and opportunities to clothing enterprises. 

   Based on the basis of the theory of network marketing, this paper analyzies the present situation and problems of network marketing of clothing enterprises, and then this paper will  put forward some strategies based on the SWOT theory,. Conclusions are as follows:

   (1)For LianFa company, the corporate leaders should use network marketing to promote the development of the enterprise and recognize the importance of the network marketing. They should build a website of the enterprise and use a series of means to popularize and they should pay attention to improve the quality of the product and provide perfect after-sales service to improve the enterprise's popularity.

   (2)The government should enact polices for small and medium-sized clothing enterprises and give guidance and technical support to them and create a good legal environment and construct a better credit system to guarantee the security and interests of small and medium-sized enterprises.

Key words  Clothing Industry;  E-marketing;  Marketing Strategy

论文资料贡献者对本文的描述:联发公司经过这几年的发展,虽然取得了不少成绩,但是知名度不高,公司虽然也开展了网络营销,但是出于初步阶段,对网络营销认识不足,缺乏系统的网络营销策略,开展网络营销......
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