商务管理 外文翻译 外文文献 英文文献 凡客诚品的网络营销策略分析.doc

network marketing strategy analysis of vanclabstract: 21 century is the information century, the development of science technology, economic and social is to meet the coming of age. the network marketing is also the internet for media, to implement marketing campaigns in the new ways, method and idea, more effective individual and organization the realization of the trading activities. enterprise how to develop the network marketing in such a huge market potential, occupation in emerging markets, to the enterprise both opportunities and challenges. the network marketing is also produced in the change of the values of consumers: meet the needs of the consumers, is the enterprise manages the core of the eternal. using network of this high - technology to provide consumers with various types of service, is a important way of future competition advantage.vancl makes a huge success by the network marketing, and becomes a chinese clothing network marketing market leader in the short term. based on the network marketing way as the foundation, reading vancl marketing strategy.key words: network marketing marketing strategy vanclthe network marketing as a new marketing concept and marketing mode in a digital economy times, even if the enterprise opened up more broad market, and can lead and reforming the traditional marketing. the network marketing compared with the traditional marketing has the personality, interactive, economy, efficiency and obvious advantages, if vancl want to market in big foothold, it must learn to use the new marketing method, the most suitable for enterprise of the integration of traditional and modern marketing method.1、 the marketing situation of vanclwith the development of the internet, e-commerce enterprises emerging batches. the e-commerce market in other properties, once created clothing direct sales model the myth of a brief period of prosperity in ppg after into decline. and take the same pattern that honesty-this is established for just two years of electronic business enterprise in the short term but has remarkable success. why the brand whose name sounds like a lotwestern stylecan stand firm in the waters of the electronic commerce is owe to the network marketing .at present ,vancl already expands and covers to mens clothing, womens, shoes, accessories, household six big kinds, with the deep of all kinds of goods, it will become the first choice of internet clothing buyers. vancl as just a new company less than two years operation, is rooted in the internet service brand.vancl already cooperates with spain, switzerland, the united kingdom, france, canada, germany, japan, south korea and other countries of line designers, this enterprise is relying on the internet around the world first-class brand power integration of designer resources. from knowing less about the garment industry into konwing a lot, chen nian has become the senior personage, the standard of the it expert begins to study fashion brand, and return to a clothing brand positioning, makes every guest brand visibility and reputation by the traditional clothing brand shaping path,.2、 the network marketing ways of vancl(1)search engine optimization search engine optimization, hereinafter referred to as seo, is through the website structure (internal links structure, physical structure, web site logic structure), high quality website the subject content, the rich and the correlation of value optimization and external links to web site to users and search engine more friendly to get at the engine advantage for website ranking into traffic. every guest use baidu and google, soso and sogou search engine optimization, attract the part of the network that are not familiar with the population want to get the information in the purchase and the query of the product or want to buy the brand of want to buy, or to have a preliminary impression that the guest, or related to click, thus increasing traffic and sales of all the guest.(2)search engine advertisingsearch engine advertising refers to the use of the search engine, classification, search for information online catalogue with function of the network tools for network expansion of method, flow out an advertising model by strong search engine, and as long as to competitive rankings and keyword advertising give priority to tone at present. search engine advertising forms include based on search engine based on classification method and the method of directory. search engine based on methods including keyword advertising, competitive rankings, fixed rankings, based on the content location of advertising, and a variety of forms, and based on the method of classification catalogues are mainly in the category of priority in the appropriate category website display. vancl a in baidu, google, sogou search engines such as do in advertising, increased the potential customers for impression times and increased clicks, easier to customers buy all the guest products.(3)e-mail marketinge-mail marketing is the way to subscribe to the industry and products information through the email way to provide the users need to establish and users of the relationship between trust and trust. e-mail marketing has three basic factors: user license, electronic mail delivery information, information of value to the users. vancl via e-mail activities or convey product promotion or sells products information to users all the latest information communicate guest, the user will be according to their own product of interest to click on words or images, increase hits, it also increases the user to the attention of all the guest to some extent, also increase the purchase of the users(4)virus marketing.virus marketing is not use virus or rogue plug-ins to promote ways of marketing, but rather through a set of effective and reasonable integral system and stimulate active users to guide publicity, is built on the benefit users on the foundation of the marketing model. for example, every guest experience in the marketing activity to give users the experience will make the users satisfacted to others spread good image of the brand or product, cause public effects. and cause internet industry wide attention is realized that the guest in china internet first virus marketing, its main virus marketing example is that the popularity of the object. vancl uses wang luodan and han han for outdoor advertising and the representative of video advertising by love love love xx, xx xx love, love xx xx, i am not xx, im xx advertising copywriter pattern, its headline font with microsoft logo, black, describe the part uses a bold and then use the above model has strong grassroots fundamental key and easy to copy, imitate the ad copy font mode is called vanclize. this virus marketing of vancl essence to a proverb “many things grow in the garden that were never sown there ”, so-called vanclize originally from former ogilvy creative director. the distant partners in the hand of qiuxinyu advertising, via the internet after internet users after ps widely spread, the net friend of widespread and the internet. virus marketing remarkable characteristics is active spreading brand or product customer information. every object because simple style bright and clear, easy to ps, so the net friend copying its, mode for sentence transformation, and then spread, to a certain extent, to vancl this brand publicity.(5)micro po marketingthe po marketing is to point to in the po such a role in the user of the relationship between share information and communication and access platform of the marketing activities, mainly including release the activities of enterprises information, fans interaction, etc. the po marketing and activity marketing, advertising, implantable customer service new platform, brand marketing linked together, september 3, 2009, sina micro blog vancl fans officially established. vancl use its official sina micro bo vancl fans release vancl and vancl member or the po fans interactive activities information, forward fans put on every guest clothing display figure, release all the activities of the information and guest enterprise issued by all the members in the activities of the guest enterprise information and to make every guest house, show every guest fashion, every object such as topic marketing, and every guest fans constantly forwarding official micro bos information to improve the every guest exposure, and shaping the every guest brand image of close to people.3、 the network marketing strategy of vancl(1) product strategythe product of vancl is leading project by the famous designer, top the essence of classical style of mens clothing brand, reference asian man bodily form feature at the same time, select fabric dyed close-fitting production, as users enjoy luxury quality by medium price, advocate contracted, depth, comfortable, environmental protection. simple desgin, coloring prudent style, the design concept induction from italy, remove unnecessary decoration, emphasize the performance of heavy and complicated comfort and grace.any products, only suitable for target consumption group needs, likes or dislikes products that may reach a good sales results. and vancl since will consumer orientation in 25-35 phase of the user group, so the product quality or from either from the design style is also should adapt to their spending habits. relative to the ppg consumer groups, vancl in the face of some consumer groups more mature. they dont pay attention to flowery, bright, smart, fancy style, but pay more attention to quality, taste, practical and comfortable. therefore, and the pursuit of the corresponding product positioning and design, it should be for all mankind sincere product the designers of the center of gravity of the work.(2)price strategyat the present vancl price is accepted by general man, besides it launched many favourable activity, so long as you often skim through vancl website any time you freed,you can get unexpected harvest, so its favourable activity will make your online purchasing car full at the same time, your wallet arent reduce much.vancl has been carried out low price strategy, such as a common advertisement- the experience of 199 yuan four shirt, its very important for vancl to expand market share and seize the market, the whole strategy of vancl is to low price, high quality rapidly occupation market share first, although rolled out by this price, vancl isnt loss money.but at that price in the market introduction is very low, and most of the space to consumer interests, the purpose of vancl is to expand the market, let consumers purchase experience, this is your data came into their database, every guest to take qq, email, etc way to you an additional other products.(2) channel strategyin the diversification of chinese clothing brand, most of the clothing is a choice of the traditional sales channel, looking for distributors, means the joining trader, but vancl have seen there are too many not controlling rely on of the traditional channels, so that those guests were established at the beginning of a high-level decided to use the network direct sales model.the network marketing of the realization of the purchase and trading information process and its physical process of separation is. this information process contain many reflect both trade credit information and the ability of market mechanism of the identity of business rules information, and the physical process is the product quality, efficient and transport service system to ensure that, so the network marketing operation needs to mature market mechanism, credit service system, logistics and distribution system for the foundation.4、 conclusionthere are many available internet marketing tools used by enterprises, for instance release information in the news, and using specific events to attract visitors, open up the bbs and consumer hot or project to discuss, let consumer participation in the product design, establish links, provide free e-mail, free search engine, free agency, free online services such as the screen on demand for free.looking to the future, the network marketing is very welcome to implement in the medium-sized and small enterprises .this is because most small and medium enterprise managers have realized the benefits of developing network marketing, and actively join and enterprise website construction, this for the development of small and medium-sized enterprises lay the solid foundation after the network marketing .凡客诚品的网络营销策略分析摘要：21世纪是信息世纪，科技、经济和社会的发展正在迎接这个时代的到来。网络营销是亦互联网为媒体，以新的方式、方法和理念实施营销活动，更有效的促进个人和组织交易活动的实现。企业如何在如此潜力巨大的市场上开展网络营销、占领新兴市场，对企业既是机遇又是挑战。网络营销也是产生于消费者价值观的变革：满足消费者的需求，是企业经营永恒的核心。利用网络这一科技高为消费者提供各种类型的服务，是取得未来竞争优势的重要途径。凡客诚品服装以网络营销的模式取得了巨大的成功，在短期内成为中国服装网络营销市场的领头羊。本文以网络营销的方式为基础，解读凡客诚品（vancl）营销策略。关键词：网络营销 营销策略 凡客诚品网络营销作为数字经济时代的一种崭新的营销理念和营销模式，即使企业开辟了更加广阔的市场，又能领导和改造传统营销。网络营销相对于传统营销具有个性、交互、经济、高效等明显优势，凡客诚品要想在大市场中立足，必须学会运用新的营销手段，整合最适合企业实情的各种传统、现代营销方法。1、凡客诚品的营销现状随着互联网的发展，电子商务企业一批批涌现出来。在服装类的网购市场中，曾经创造了“服装直销模式”神话的ppg在短暂的辉煌之后走向没落。而采取同样模式的凡客诚品这个成立仅仅两年的电子商务企业却在短期内取得令人瞩目的成功。这个名字听起来有些“洋气”的品牌，之所以能在汹涌的电子商务大潮流中站稳脚跟，网络营销功不可没。凡客诚品目前已拓展涵盖至男装、女装、鞋、配饰、家居六大类，随着在各类商品间的不断深化，将成为网民服装购买者的首选。凡客诚品作为仅仅运营不到两年的新公司，是一个根植于互联网的服务品牌。凡客诚品目前已经和西班牙、瑞士、英国、法国、加拿大、德国、日本、韩国等多个国家的一线设计师合作，该企业正在依托互联网品牌力量整合全世界的一流设计师资源。从对服装行业的不甚了解，陈年已经成为服装行业的资深人士，这个标准的it人士，开始向时尚品牌学习，回归到一家服装品牌的定位，借助传统服装的品牌塑造路径，打造凡客品牌的知名度和美誉度。2、凡客诚品的网络营销方式（1）搜索引擎优化（seo）搜索引擎优化，简称seo，是通过对网站结构（内部链接结构、网站物理结构、网站逻辑结构）、高质量的网站主题内容、丰富而有价值的相关性外部链接进行优化而使网站对用户及搜索引擎更加友好，以获得在引擎上的优势排名为网站引入流量。凡客利用百度、google、soso和搜狗等搜索引擎的优化吸引部分对网络购买不熟悉的人群在进行查询想购买的产品或者想购买的品牌的时候获得凡客的信息，或者对凡客有初步的印象，或者进行相关的点击，从而增加凡客的访问量以及销售量。2、搜索引擎广告搜索引擎广告指利用搜索引擎、分类目录等具有在线搜索信息功能的网络工具进行网络推广的方法，是借助搜索引擎的强大流量而滋生出来的一种广告模式，目前只要以竞价排名和关键词广告为主基调。搜索引擎广告推广的形式包括基于搜索引擎的方法和基于分类目录的方法。基于搜索引擎的方法包括关键词广告、竞价排名、固定排名、基于内容定位的广告等多种多样的形式，而基于分类目录的方法则主要是在分类目录适当的类别中优先进行网站展示。凡客a在百度，谷歌，搜狗等搜索引擎中做了广告推广，增加了潜在客户对凡客的印象次数，以及增加了凡客的点击次数，更容易客户购买凡客的产品3、电子邮件营销电子邮件营销是以订阅的方式将行业及产品信息通过电子邮件的方式提供给所需要的用户，以此建立与用户之间的信任和信赖关系。电子邮件营销有三个基本因素：用户许可、电子邮件传递信息、信息对用户有价值。凡客通过电子邮件传达凡客活动或者产品促销或者热卖产品的信息，给用户传达凡客的最新信息，用户会根据自己感兴趣的产品去点击文字或者图片链接，增加凡客的浏览量，也增加用户对凡客的关注度，也在一定程度上增加用户的购买。4、病毒式营销病毒式营销并非利用病毒或者流氓插件来进行宣传的营销方式，而是通过一套合理有效的积分制度引导并刺激用户主动进行宣传，是建立在有益于用户基础之上的营销模式。例如，凡客的体验营销活动中提供给用户满意的体验会促使用户向他人传播品牌或者产品的良好形象，造成口碑效应。而引起互联网业界广泛关注的就是凡客实现了国内互联网第一个病毒式营销，其主要的病毒式营销的例子就是凡客体的盛行。凡客在以王珞丹与韩寒为代言人的户外广告以及视频广告中采用了“爱xx爱xx，爱xx爱xx，也爱xx，我不是xx，我是xx”的广告宣传文案模式，其文案的字体logo用微软雅黑，描述部分用黑体，后来这种使用以上模式具有浓重草根基调且易于复制、模仿的广告文案字体模式被称作凡客体。凡客此次的病毒式营销实质是无心插柳，所谓的“凡客体”原本出自前