天猫北极绒顺新专卖店的营销策略SWOT分析

摘要随着电子商务的快速发展，保暖内衣品牌专卖店关闭、专柜撤出商场，行业从“线下”转移到“线上”。淘宝作为中国最大的电子商务平台，很多知名品牌纷纷进驻。截止目前，天猫上保暖内衣在售量就达9万多件，可看出店铺数量之多。北极绒顺新专卖店在这场逐鹿之战中取得了不俗的成绩，而有一个好的营销策略是成功的关键。71717

本文将先分析保暖内衣市场的发展情况，再运用资料收集法和SWOT分析法对店铺各种营销策略进行分析，为同行业的其他家店铺提供经验借鉴，同时指出店铺在营销方面的不足之处，以及所面临的机会和威胁，并为顺新店提供一些建议。

Abstract: With the rapid development of electronic commerce, the brand stores closed and the counters were out of shopping malls.The industry of thermal underwear is from the "offline" to "online".As the largest e-commerce platform of China, tabao has allowed many well-known brands to station in.At present,the number of thermal underwear in the sale on Tmall has reached more than 90000 pieces.It can show the number of thermal underwear shops.Beijirong shunxin store in this battle has achieved a good result. Owning a good marketing strategy is the key to success.

This article will analyze the development of the thermal market situation.Then, it will use Data collection method and SWOT analysis method to study the Marketing strategy of shunxin store .It will provide experience for other shops in the same industry and point out the shortcomings of the shunxin store in the marketing deficiencies.At the same time,it also show the opportunities and threats shunxin store face .Finally,it will provide some suggestions for shunxin store.

毕业论文关键词：保暖内衣；北极绒顺新专卖店； SWOT分析；营销策略；经验借鉴

Keyword:thermal underwear; Beijirong shunxin store; SWOT analysis ; marketing strategy; experience

引言.4

1北极绒顺新专卖店的概述.4

1.1保暖内衣行业发展简介4

1.2淘宝上销售保暖内衣店铺的概况..5

1.3北极绒顺新专卖店的概况..5

2北极绒顺新专卖店营销策略的SWOT分析6

2.1优势分析6

2.1.1属于高销量天猫店6

2.1.2店铺装修精美，成功运用视觉营销.6

2.1.3产品多样，保证淡季店铺流量6

2.1.4实施公益营销，树立店铺形象.6

2.1.5销售情侣套装，满足消费者情感需求..8

2.1.6提供正品防伪验证方法，增强消费者信任度和忠诚度..8

2.2劣势分析8

2.2.1没有利用好微博及微信等社交工具进行营销.8

2.2.2售后服务不到位.8

2.2.3没有独特的营销手段..8

2.3机会分析9

2.3.1网上购物端从PC端到移动端的转移.9

2.3.2保暖内衣市场规模可观.9

2.3.3内衣设计顺应时代潮流.9

2.4威胁分析9

2.4.1竞争者众多.10

2.4.2线上做“烂”.10

2.4.3过度授权使电商同质化严重10

3完善北极绒顺新专卖店营销策略的建议..10

3.1拓展营销渠道..11

3.2做好售后服务工作11

3.3不打盲目“价格战”..11

3.4尽量降低电商同质化的影响..11

结束语.11

参考文献11

致谢..12

引言

随着电子商务的快速发展，人们越来越习惯网上购物，并且购物端不断从PC端到移动端转移。保暖内衣行业是继图书之后，被电商血洗最为严重的行业。品牌专卖店关闭、专柜撤出商场，几乎只能在超市里才看得到保暖内衣的影子，线下已然萎靡，传统保暖内衣品牌纷纷转移到线上。文献综述天猫北极绒顺新专卖店的营销策略SWOT分析:http://www.youerw.com/guanli/lunwen_81404.html