本文選題：淘寶網 + 網絡營銷��； 參考：《西北大學》2013年碩士論文

【摘要】：中小型服裝企業(yè)在當前我國服裝業(yè)中占據(jù)著相當大的比重,是極為重要的組成部分。我國中小型服裝企業(yè)有限的推廣資金始終無法形成高效的規(guī)�；癄I銷。網絡營銷數(shù)據(jù)化與精準化的特點,為中小型服裝企業(yè)帶來了一個前所未有的能夠以較少資金達到更廣泛推廣范圍、更迅速反饋的營銷手段。 淘寶網覆蓋了中國絕大部分網購人群,服裝類目位居全網銷量第一位,且進入門檻較低,是中小型服裝企業(yè)網絡營銷的首選平臺。本文以我國中小型服裝企業(yè)的典型代表——深圳OLR公司為案例,詳細研究了基于淘寶網服裝類目下產品、定價、渠道、促銷等網絡營銷組成策略特點,并對網絡營銷策略的實施保障措施也進行了相應的研究。 對于深圳OLR公司的產品策略,文中提出了網絡營銷環(huán)境下的爆款、關聯(lián)款、形象款產品組合管理策略,以及品牌策略和產品服務策略。采用了成本導向下的比較定價與折扣定價策略。研究了淘寶網以外的網絡零售平臺特點,為深圳OLR公司拓寬銷售渠道做準備。最后,對深圳OLR公司通過優(yōu)化搜索技術獲取更多免費流量,提高直通車優(yōu)化與推廣策略獲取更低成本的精準流量做了詳細研究,并提出通過活動與推廣互相結合,依靠數(shù)據(jù)分析打造爆款產品方法。綜上所述,為深圳OLR公司建立起一套完整的網絡營銷體系。
[Abstract]:The small and medium-sized clothing enterprises occupy a large proportion in the clothing industry of our country at present, which is an extremely important part. The limited extension funds of the small and medium-sized garment enterprises in our country can't form the high-efficient scale marketing all the time. The characteristics of digitalization and precision of online marketing have brought an unprecedented marketing method to small and medium-sized garment enterprises which can reach a wider range of promotion and more rapid feedback with less funds. Taobao covers the vast majority of online shopping population in China, clothing category ranks first in the sales volume of the entire network, and the entry threshold is low, it is the first choice platform for small and medium-sized clothing enterprises online marketing. Taking Shenzhen OLR Company, a typical representative of small and medium-sized garment enterprises in China, as an example, this paper studies in detail the characteristics of network marketing strategies based on Taobao clothing category, such as products, pricing, channels, promotion and so on. And the network marketing strategy implementation safeguard measure also carried on the corresponding research. For the product strategy of Shenzhen OLR Company, this paper puts forward the popular style, related style, image product combination management strategy, brand strategy and product service strategy under the network marketing environment. Cost-oriented comparative pricing and discount pricing strategies are adopted. This paper studies the characteristics of online retail platform outside Taobao, and prepares Shenzhen OLR Company to broaden its sales channels. Finally, the thesis makes a detailed study on Shenzhen OLR Company to obtain more free traffic through optimization search technology, improve the through train optimization and promotion strategy to obtain lower cost accurate flow, and put forward the combination of activities and promotion. Rely on data analysis to create popular product methods. To sum up, for Shenzhen OLR company to establish a complete set of network marketing system.
【學位授予單位】：西北大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.86

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本文編號：2107979