凡客诚品全民营销策略探究毕业论文.doc

凡客诚品全民营销策略探究毕业论文


摘 要
近几年，国内的电子商务市场有了跨越性的发展，也涌现了一大批电子商务企业。电子商务企业在给网民带来购物方便的同时也增加了企业在品牌建设、网络营销等方面的成本。互联网应用的发展、网民对互联网的深入应用、营销理论及实践的层出不穷，使得电子商务企业如何更好地开展营销策略成为影响企业发展的重要因素。在电子商务发展如此迅猛的网络时代，要想让企业走向更高的高度，电子商务企业必须在营销模式上寻求新路径。因此，研究和评价B2C企业的营销策略，有着重要的理论与现实意义。互联网时尚品牌凡客诚品全民营销策略推出的社区化网购平台 “凡客达人”，不仅是电子商务进军社区化平台的一次全新探索，更是对电子商务企业营销模式的全新尝试。
本文在查阅电子商务网络营销方面的相关理论以及国内外社区化电子商务发展实例的基础上，对凡客诚品的全民营销策略进行分析。第一章简述了本文研究的背景、目的与意义以及研究思路和方法。第二章主要运用PEST分析、五力模型等分析方法从宏观环境、微观环境以及行业竞争性方面对凡客诚品的全民营销策略进行战略环境分析。第三章对凡客全民营销实施状况进行分析，并且分析其存在的问题。第四章在对其全民营销策略分析的基础上提出其营销策略的一些改进思考。

关 键 词：凡客诚品，社区化电子商务，全民营销，策略分析
 
Investigation on The Nationwide Marketing Strategy of Vancl
ABSTRACT
In recent years, the domestic e-commerce market has developed leapingly, a large number of the e-commerce businesses has emerged. E-commerce businesses brings Internet users shopping convenience, at the same time it increases enterprises' investment and cost in many fields, such as brand-building and network marketing. The new situations that The development of Internet applications, in-depth application of the Internet users on the Internet and  marketing theory and practice coming out one after another make how do the  E-commerce companies carry out the marketing strategy in a better way become an important factor affecting the development of enterprises. In the Internet Age where electronic commerce has developed rapidly, if the e-commerce enterprises want to get a higher height, they must seek new paths in marketing mode. So the research and eva luation of B2C business marketing strategy has important theory and practical significance. The nationwide marketing strategy of the fashion Internet brand Vancl has launched community-based online shopping platform-Vancl Star. It is not only a new exploration of e-commerce into the community-based platform, but also a new attempt of marketing models for e-commerce businesses.
The paper analyses Vancl' nationwide marketing strategy, based on the theory related to e-commerce network marketing and the existing examples of the development of community-based e-commerce at home and abroad. The first chapter outlines the study in this article, the purpose and significance of research ideas and methods. The second chapter talks about environment of Vancl's nationwide marketing strategy from the point of macroeconomic environment, the micro-environment, as well as competition in the industry respectively using PEST analysis five forces model analysis methods. Chapter third analyses the implementation of Vancl's nationwide marketing strategy and its problem. Chapter Four, on the basis of the analysis of the nationwide marketing strategy, the paper comes up with some thoughts to improve it.

KEY WORDS：Vancl, Community-based e-commerce, Nationwide
Marketing, Strategic Analysis
 
目 录
第1章  绪  论 1
1.1 研究背景 1
1.2 研究目的与意义 3
1.3 研究思路与方法 4
1.3.1研究思路 4
1.3.2研究方法 4
第2章  凡客诚品全民营销战略环境分析 5
2.1 凡客诚品企业简介 5
2.1.1 品牌理念 5
2.1.2 企业文化 5
2.1.3 凡客诚品发展现状 6
2.2 宏观环境分析 6
2.2.1 政治和法律环境分析 6
2.2.2 经济环境分析 7
2.2.3 社会文化环境分析 7
2.2.4 技术环境分析 7
2.3 微观环境分析 8
2.3.1 总体网民规模 8
2.3.2 网民结构特征 9
2.3.3 网民参与社区互动 11
2.3.4 网民消费心理特点及行为表现 13
2.4 行业竞争性分析 14
2.4.1 市场竞争程度 14
2.4.2 潜在进入者的威胁 15
2.4.3 替代品的威胁 15
2.4.4 购买者讨价还价能力 16
2.4.5 供应商的讨价还价能力 16
第3章  凡客诚品全民营销策略分析 17
3.1 凡客诚品全民营销策略实施分析 17
3.1.1 运营机制 17
3.1.2 营销定位 18
3.1.3 互动平台推广 18
3.1.4 利用社区网站的分享与共享功能 19
3.1.5 供应链系统 20
3.2 凡客诚品全民营销策略存在的问题 20
3.2.1 战略定位不清 20
3.2.2 品类扩张导致高库存 21
3.2.3 物流服务和速度有待提高 21
3.2.4 网络销售中安全的挑战 22
第4章  凡客诚品全民营销策略的改进建议 23
4.1 进行产品创新，完善产品展示 23
4.2 明确营销定位 23
4.3 完善供应链管理和物流配送体系 24
4.4 建立与维系忠诚客户群 24
4.5 降低交易安全风险 25
4.6 融合其他营销策略进行整合营销传播 25
结  论  27
参考文献 28
致  谢  30