凡客誠(chéng)品全民營(yíng)銷(xiāo)策略探究畢業(yè)論文


摘 要
近幾年，國(guó)內(nèi)的電子商務(wù)市場(chǎng)有了跨越性的發(fā)展，也涌現(xiàn)了一大批電子商務(wù)企業(yè)。電子商務(wù)企業(yè)在給網(wǎng)民帶來(lái)購(gòu)物方便的同時(shí)也增加了企業(yè)在品牌建設(shè)、網(wǎng)絡(luò)營(yíng)銷(xiāo)等方面的成本。互聯(lián)網(wǎng)應(yīng)用的發(fā)展、網(wǎng)民對(duì)互聯(lián)網(wǎng)的深入應(yīng)用、營(yíng)銷(xiāo)理論及實(shí)踐的層出不窮，使得電子商務(wù)企業(yè)如何更好地開(kāi)展?fàn)I銷(xiāo)策略成為影響企業(yè)發(fā)展的重要因素。在電子商務(wù)發(fā)展如此迅猛的網(wǎng)絡(luò)時(shí)代，要想讓企業(yè)走向更高的高度，電子商務(wù)企業(yè)必須在營(yíng)銷(xiāo)模式上尋求新路徑。因此，研究和評(píng)價(jià)B2C企業(yè)的營(yíng)銷(xiāo)策略，有著重要的理論與現(xiàn)實(shí)意義?；ヂ?lián)網(wǎng)時(shí)尚品牌凡客誠(chéng)品全民營(yíng)銷(xiāo)策略推出的社區(qū)化網(wǎng)購(gòu)平臺(tái) “凡客達(dá)人”，不僅是電子商務(wù)進(jìn)軍社區(qū)化平臺(tái)的一次全新探索，更是對(duì)電子商務(wù)企業(yè)營(yíng)銷(xiāo)模式的全新嘗試。
本文在查閱電子商務(wù)網(wǎng)絡(luò)營(yíng)銷(xiāo)方面的相關(guān)理論以及國(guó)內(nèi)外社區(qū)化電子商務(wù)發(fā)展實(shí)例的基礎(chǔ)上，對(duì)凡客誠(chéng)品的全民營(yíng)銷(xiāo)策略進(jìn)行分析。第一章簡(jiǎn)述了本文研究的背景、目的與意義以及研究思路和方法。第二章主要運(yùn)用PEST分析、五力模型等分析方法從宏觀環(huán)境、微觀環(huán)境以及行業(yè)競(jìng)爭(zhēng)性方面對(duì)凡客誠(chéng)品的全民營(yíng)銷(xiāo)策略進(jìn)行戰(zhàn)略環(huán)境分析。第三章對(duì)凡客全民營(yíng)銷(xiāo)實(shí)施狀況進(jìn)行分析，并且分析其存在的問(wèn)題。第四章在對(duì)其全民營(yíng)銷(xiāo)策略分析的基礎(chǔ)上提出其營(yíng)銷(xiāo)策略的一些改進(jìn)思考。

關(guān) 鍵 詞：凡客誠(chéng)品，社區(qū)化電子商務(wù)，全民營(yíng)銷(xiāo)，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 錄
第1章  緒  論 1
1.1 研究背景 1
1.2 研究目的與意義 3
1.3 研究思路與方法 4
1.3.1研究思路 4
1.3.2研究方法 4
第2章  凡客誠(chéng)品全民營(yíng)銷(xiāo)戰(zhàn)略環(huán)境分析 5
2.1 凡客誠(chéng)品企業(yè)簡(jiǎn)介 5
2.1.1 品牌理念 5
2.1.2 企業(yè)文化 5
2.1.3 凡客誠(chéng)品發(fā)展現(xiàn)狀 6
2.2 宏觀環(huán)境分析 6
2.2.1 政治和法律環(huán)境分析 6
2.2.2 經(jīng)濟(jì)環(huán)境分析 7
2.2.3 社會(huì)文化環(huán)境分析 7
2.2.4 技術(shù)環(huán)境分析 7
2.3 微觀環(huán)境分析 8
2.3.1 總體網(wǎng)民規(guī)模 8
2.3.2 網(wǎng)民結(jié)構(gòu)特征 9
2.3.3 網(wǎng)民參與社區(qū)互動(dòng) 11
2.3.4 網(wǎng)民消費(fèi)心理特點(diǎn)及行為表現(xiàn) 13
2.4 行業(yè)競(jìng)爭(zhēng)性分析 14
2.4.1 市場(chǎng)競(jìng)爭(zhēng)程度 14
2.4.2 潛在進(jìn)入者的威脅 15
2.4.3 替代品的威脅 15
2.4.4 購(gòu)買(mǎi)者討價(jià)還價(jià)能力 16
2.4.5 供應(yīng)商的討價(jià)還價(jià)能力 16
第3章  凡客誠(chéng)品全民營(yíng)銷(xiāo)策略分析 17
3.1 凡客誠(chéng)品全民營(yíng)銷(xiāo)策略實(shí)施分析 17
3.1.1 運(yùn)營(yíng)機(jī)制 17
3.1.2 營(yíng)銷(xiāo)定位 18
3.1.3 互動(dòng)平臺(tái)推廣 18
3.1.4 利用社區(qū)網(wǎng)站的分享與共享功能 19
3.1.5 供應(yīng)鏈系統(tǒng) 20
3.2 凡客誠(chéng)品全民營(yíng)銷(xiāo)策略存在的問(wèn)題 20
3.2.1 戰(zhàn)略定位不清 20
3.2.2 品類(lèi)擴(kuò)張導(dǎo)致高庫(kù)存 21
3.2.3 物流服務(wù)和速度有待提高 21
3.2.4 網(wǎng)絡(luò)銷(xiāo)售中安全的挑戰(zhàn) 22
第4章  凡客誠(chéng)品全民營(yíng)銷(xiāo)策略的改進(jìn)建議 23
4.1 進(jìn)行產(chǎn)品創(chuàng)新，完善產(chǎn)品展示 23
4.2 明確營(yíng)銷(xiāo)定位 23
4.3 完善供應(yīng)鏈管理和物流配送體系 24
4.4 建立與維系忠誠(chéng)客戶(hù)群 24
4.5 降低交易安全風(fēng)險(xiǎn) 25
4.6 融合其他營(yíng)銷(xiāo)策略進(jìn)行整合營(yíng)銷(xiāo)傳播 25
結(jié)  論  27
參考文獻(xiàn) 28
致  謝  30