【摘要】：電子商務時代到來,為各個產(chǎn)業(yè)的發(fā)展注入了新的活力。通過網(wǎng)絡(luò)來進行營銷,是一種低成本高效益的營銷手段,并且己經(jīng)成為現(xiàn)階段服裝企業(yè)進行市場競爭以及搶奪客戶的一種重要渠道。另一方面,從消費者的角度來看,當經(jīng)濟不景氣的時候,消費者的服裝購買力有所下降,而在網(wǎng)絡(luò)上購買服裝,不僅能有更加多樣的選擇,并且價格也相對更加的實惠。隨著網(wǎng)絡(luò)的進一步普及以及信息溝通的更加順暢,越來越多的消費者選擇網(wǎng)絡(luò)作為其購買服裝的重要手段。消費者消費觀念及手段的變化提高了服裝企業(yè)的網(wǎng)絡(luò)營銷的重要性。始創(chuàng)于1984年的羅蒙,逐漸成為我國最大的西服制造企業(yè)。但是,經(jīng)過了近30年的快速擴張發(fā)展以后,難以避免的遇到了一些瓶頸。國內(nèi)包括羅蒙在內(nèi)的所有服裝企業(yè)在網(wǎng)絡(luò)營銷戰(zhàn)略方面還是走了不少的彎路。同時,我國有特定的文化背景,消費者存在特殊的購物習慣,這使得羅蒙等服裝企業(yè)在實施網(wǎng)絡(luò)營銷時應結(jié)合網(wǎng)絡(luò)消費者的購買行為這一要素。因此,本文以基于網(wǎng)絡(luò)消費者行為的羅蒙服裝網(wǎng)絡(luò)營銷戰(zhàn)略為研究對象,分析我國網(wǎng)絡(luò)消費者行為的特點,并結(jié)合特點提出羅蒙服裝相應的網(wǎng)絡(luò)營銷戰(zhàn)略。本文首先從對羅蒙服裝現(xiàn)狀、網(wǎng)絡(luò)營銷環(huán)境、市場現(xiàn)狀以及內(nèi)部資源與能力進行系統(tǒng)分析,并分析羅蒙服裝網(wǎng)絡(luò)營銷的現(xiàn)狀及存在的問題；其次,通過調(diào)查問卷的設(shè)計及發(fā)放、回收,對調(diào)查問卷進行統(tǒng)計分析,分析網(wǎng)絡(luò)消費者購買行為的特點并以此分析網(wǎng)絡(luò)消費者購買行為對羅蒙服裝實施網(wǎng)絡(luò)營銷戰(zhàn)略的影響,為羅蒙網(wǎng)絡(luò)營銷戰(zhàn)略的研究做鋪墊；再次,由調(diào)查問卷的分析對羅蒙服裝的網(wǎng)絡(luò)營銷戰(zhàn)略進行設(shè)計,詳細闡述各種可行的服裝網(wǎng)絡(luò)營銷策略；最后,提出羅蒙服裝網(wǎng)絡(luò)營銷戰(zhàn)略的保障措施。
[Abstract]:The arrival of the e-commerce era has injected new vitality into the development of various industries. Marketing through the network is a low cost and high benefit marketing means, and has become an important channel for garment enterprises to compete in the market and seize customers at the present stage. On the other hand, from the consumer's point of view, when the economy is in recession, consumers' purchasing power of clothing has declined, and buying clothes on the Internet can not only have a more diverse choice, but also the price is relatively more affordable. With the further popularization of the network and the smoother communication of information, more and more consumers choose the Internet as an important means to buy clothing. The change of consumer consumption concept and means enhances the importance of online marketing of garment enterprises. Founded in 1984, Romon gradually became the largest garment manufacturer in China. However, after nearly 30 years of rapid expansion and development, it is difficult to avoid some bottlenecks. Domestic clothing enterprises including Romon in the network marketing strategy is still a lot of detours. At the same time, our country has a special cultural background and consumers have special shopping habits, which makes Romon and other clothing enterprises should combine the purchase behavior of online consumers in the implementation of online marketing. Therefore, this paper analyzes the characteristics of online consumer behavior in our country and puts forward the corresponding network marketing strategy of Romon clothing based on the online consumer behavior. Firstly, this paper systematically analyzes the status quo, network marketing environment, market status and internal resources and capabilities of Roman clothing, and analyzes the current situation and existing problems of Romon clothing online marketing. Secondly, through the questionnaire design and distribution, recovery, the questionnaire statistical analysis, analysis of the characteristics of online consumer buying behavior and the impact of online consumer purchase behavior on the implementation of online marketing strategy. To pave the way for the research of Romon's network marketing strategy; Thirdly, through the questionnaire analysis, this paper designs the online marketing strategy of Romon clothing, and elaborates various feasible online marketing strategies. Finally, the paper puts forward the safeguard measures of the online marketing strategy of Roman clothing.
【學位授予單位】：福州大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F724.6;F426.86;F274

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