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

NETWORKMARKETINGSTRATEGYANALYSISOFVANCLABSTRACT21CENTURYISTHEINFORMATIONCENTURY,THEDEVELOPMENTOFSCIENCETECHNOLOGY,ECONOMICANDSOCIALISTOMEETTHECOMINGOFAGETHENETWORKMARKETINGISALSOTHEINTERNETFORMEDIA,TOIMPLEMENTMARKETINGCAMPAIGNSINTHENEWWAYS,METHODANDIDEA,MOREEFFECTIVEINDIVIDUALANDORGANIZATIONTHEREALIZATIONOFTHETRADINGACTIVITIESENTERPRISEHOWTODEVELOPTHENETWORKMARKETINGINSUCHAHUGEMARKETPOTENTIAL,OCCUPATIONINEMERGINGMARKETS,TOTHEENTERPRISEBOTHOPPORTUNITIESANDCHALLENGESTHENETWORKMARKETINGISALSOPRODUCEDINTHECHANGEOFTHEVALUESOFCONSUMERSMEETTHENEEDSOFTHECONSUMERS,ISTHEENTERPRISEMANAGESTHECOREOFTHEETERNALUSINGNETWORKOFTHISHIGHTECHNOLOGYTOPROVIDECONSUMERSWITHVARIOUSTYPESOFSERVICE,ISAIMPORTANTWAYOFFUTURECOMPETITIONADVANTAGEVANCLMAKESAHUGESUCCESSBYTHENETWORKMARKETING,ANDBECOMESACHINESECLOTHINGNETWORKMARKETINGMARKETLEADERINTHESHORTTERMBASEDONTHENETWORKMARKETINGWAYASTHEFOUNDATION,READINGVANCLMARKETINGSTRATEGYKEYWORDSNETWORKMARKETINGMARKETINGSTRATEGYVANCLTHENETWORKMARKETINGASANEWMARKETINGCONCEPTANDMARKETINGMODEINADIGITALECONOMYTIMES,EVENIFTHEENTERPRISEOPENEDUPMOREBROADMARKET,ANDCANLEADANDREFORMINGTHETRADITIONALMARKETINGTHENETWORKMARKETINGCOMPAREDWITHTHETRADITIONALMARKETINGHASTHEPERSONALITY,INTERACTIVE,ECONOMY,EFFICIENCYANDOBVIOUSADVANTAGES,IFVANCLWANTTOMARKETINBIGFOOTHOLD,ITMUSTLEARNTOUSETHENEWMARKETINGMETHOD,THEMOSTSUITABLEFORENTERPRISEOFTHEINTEGRATIONOFTRADITIONALANDMODERNMARKETINGMETHOD1、THEMARKETINGSITUATIONOFVANCLWITHTHEDEVELOPMENTOFTHEINTERNET,ECOMMERCEENTERPRISESEMERGINGBATCHESTHEECOMMERCEMARKETINOTHERPROPERTIES,ONCECREATED“CLOTHINGDIRECTSALESMODEL“THEMYTHOFABRIEFPERIODOFPROSPERITYINPPGAFTERINTODECLINEANDTAKETHESAMEPATTERNTHATHONESTYTHISISESTABLISHEDFORJUSTTWOYEARSOFELECTRONICBUSINESSENTERPRISEINTHESHORTTERMBUTHASREMARKABLESUCCESSWHYTHEBRANDWHOSENAMESOUNDSLIKEALOT“WESTERNSTYLE“CANSTANDFIRMINTHEWATERSOFTHEELECTRONICCOMMERCEISOWETOTHENETWORKMARKETINGATPRESENT,VANCLALREADYEXPANDSANDCOVERSTOMENSCLOTHING,WOMENS,SHOES,ACCESSORIES,HOUSEHOLDSIXBIGKINDS,WITHTHEDEEPOFALLKINDSOFGOODS,ITWILLBECOMETHEFIRSTCHOICEOFINTERNETCLOTHINGBUYERSVANCLASJUSTANEWCOMPANYLESSTHANTWOYEARSOPERATION,ISROOTEDINTHEINTERNETSERVICEBRANDVANCLALREADYCOOPERATESWITHSPAIN,SWITZERLAND,THEUNITEDKINGDOM,FRANCE,CANADA,GERMANY,JAPAN,SOUTHKOREAANDOTHERCOUNTRIESOFLINEDESIGNERS,THISENTERPRISEISRELYINGONTHEINTERNETAROUNDTHEWORLDFIRSTCLASSBRANDPOWERINTEGRATIONOFDESIGNERRESOURCESFROMKNOWINGLESSABOUTTHEGARMENTINDUSTRYINTOKONWINGALOT,CHENNIANHASBECOMETHESENIORPERSONAGE,THESTANDARDOFTHEITEXPERTBEGINSTOSTUDYFASHIONBRAND,ANDRETURNTOACLOTHINGBRANDPOSITIONING,MAKESEVERYGUESTBRANDVISIBILITYANDREPUTATIONBYTHETRADITIONALCLOTHINGBRANDSHAPINGPATH,2、THENETWORKMARKETINGWAYSOFVANCL1SEARCHENGINEOPTIMIZATIONSEARCHENGINEOPTIMIZATION,HEREINAFTERREFERREDTOASSEO,ISTHROUGHTHEWEBSITESTRUCTUREINTERNALLINKSSTRUCTURE,PHYSICALSTRUCTURE,WEBSITELOGICSTRUCTURE,HIGHQUALITYWEBSITETHESUBJECTCONTENT,THERICHANDTHECORRELATIONOFVALUEOPTIMIZATIONANDEXTERNALLINKSTOWEBSITETOUSERSANDSEARCHENGINEMOREFRIENDLYTOGETATTHEENGINEADVANTAGEFORWEBSITERANKINGINTOTRAFFICEVERYGUESTUSEBAIDUANDGOOGLE,SOSOANDSOGOUSEARCHENGINEOPTIMIZATION,ATTRACTTHEPARTOFTHENETWORKTHATARENOTFAMILIARWITHTHEPOPULATIONWANTTOGETTHEINFORMATIONINTHEPURCHASEANDTHEQUERYOFTHEPRODUCTORWANTTOBUYTHEBRANDOFWANTTOBUY,ORTOHAVEAPRELIMINARYIMPRESSIONTHATTHEGUEST,ORRELATEDTOCLICK,THUSINCREASINGTRAFFICANDSALESOFALLTHEGUEST2SEARCHENGINEADVERTISINGSEARCHENGINEADVERTISINGREFERSTOTHEUSEOFTHESEARCHENGINE,CLASSIFICATION,SEARCHFORINFORMATIONONLINECATALOGUEWITHFUNCTIONOFTHENETWORKTOOLSFORNETWORKEXPANSIONOFMETHOD,FLOWOUTANADVERTISINGMODELBYSTRONGSEARCHENGINE,ANDASLONGASTOCOMPETITIVERANKINGSANDKEYWORDADVERTISINGGIVEPRIORITYTOTONEATPRESENTSEARCHENGINEADVERTISINGFORMSINCLUDEBASEDONSEARCHENGINEBASEDONCLASSIFICATIONMETHODANDTHEMETHODOFDIRECTORYSEARCHENGINEBASEDONMETHODSINCLUDINGKEYWORDADVERTISING,COMPETITIVERANKINGS,FIXEDRANKINGS,BASEDONTHECONTENTLOCATIONOFADVERTISING,ANDAVARIETYOFFORMS,ANDBASEDONTHEMETHODOFCLASSIFICATIONCATALOGUESAREMAINLYINTHECATEGORYOFPRIORITYINTHEAPPROPRIATECATEGORYWEBSITEDISPLAYVANCLAINBAIDU,GOOGLE,SOGOUSEARCHENGINESSUCHASDOINADVERTISING,INCREASEDTHEPOTENTIALCUSTOMERSFORIMPRESSIONTIMESANDINCREASEDCLICKS,EASIERTOCUSTOMERSBUYALLTHEGUESTPRODUCTS3EMAILMARKETINGEMAILMARKETINGISTHEWAYTOSUBSCRIBETOTHEINDUSTRYANDPRODUCTSINFORMATIONTHROUGHTHEEMAILWAYTOPROVIDETHEUSERSNEEDTOESTABLISHANDUSERSOFTHERELATIONSHIPBETWEENTRUSTANDTRUSTEMAILMARKETINGHASTHREEBASICFACTORSUSERLICENSE,ELECTRONICMAILDELIVERYINFORMATION,INFORMATIONOFVALUETOTHEUSERSVANCLVIAEMAILACTIVITIESORCONVEYPRODUCTPROMOTIONORSELLSPRODUCTSINFORMATIONTOUSERSALLTHELATESTINFORMATIONCOMMUNICATEGUEST,THEUSERWILLBEACCORDINGTOTHEIROWNPRODUCTOFINTERESTTOCLICKONWORDSORIMAGES,INCREASEHITS,ITALSOINCREASESTHEUSERTOTHEATTENTIONOFALLTHEGUESTTOSOMEEXTENT,ALSOINCREASETHEPURCHASEOFTHEUSERS4VIRUSMARKETINGVIRUSMARKETINGISNOTUSEVIRUSORROGUEPLUGINSTOPROMOTEWAYSOFMARKETING,BUTRATHERTHROUGHASETOFEFFECTIVEANDREASONABLEINTEGRALSYSTEMANDSTIMULATEACTIVEUSERSTOGUIDEPUBLICITY,ISBUILTONTHEBENEFITUSERSONTHEFOUNDATIONOFTHEMARKETINGMODEL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ECTTODISCUSS,LETCONSUMERPARTICIPATIONINTHEPRODUCTDESIGN,ESTABLISHLINKS,PROVIDEFREEEMAIL,FREESEARCHENGINE,FREEAGENCY,FREEONLINESERVICESSUCHASTHESCREENONDEMANDFORFREELOOKINGTOTHEFUTURE,THENETWORKMARKETINGISVERYWELCOMETOIMPLEMENTINTHEMEDIUMSIZEDANDSMALLENTERPRISESTHISISBECAUSEMOSTSMALLANDMEDIUMENTERPRISEMANAGERSHAVEREALIZEDTHEBENEFITSOFDEVELOPINGNETWORKMARKETING,ANDACTIVELYJOINANDENTERPRISEWEBSITECONSTRUCTION,THISFORTHEDEVELOPMENTOFSMALLANDMEDIUMSIZEDENTERPRISESLAYTHESOLIDFOUNDATIONAFTERTHENETWORKMARKETING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”原本出自前奥美创意总监。远山广告合伙人邱欣宇之手，后经由互联网广大网友PS后广泛传播，经网友的普遍传播与互联网。病毒式营销的显著特征就是客户主动传播品牌或者产品的信息。凡客体由于风格比较简单爽朗，容易PS，于是网友模仿它的，模式来进行句式改造，再进行传播，在一定程度上宣传到凡客这个品牌。5、微博营销微博营销是指在微博这么一个作用于用户关系的信息分享、传播以及获取平台上进行的营销活动，主要包括发布企业的活动信息、