摘要随着互联网科技和信息化的发展，人们的消费习惯和消费特征正在发生着巨大改变，网上购物尤其是对服装产品的消费形成了巨大的经济需求，由此诞生了一批B2C线上服装企业，其中凡客诚品在市场竞争中的发展轨迹十分具有典型代表性特征。本文结合市场营销STP理论和4P策略的相关理论，运用SWOT和PESE分析方法以及波特五力分析模型对凡客诚品市场营销面临的营销环境和营销条件进行综合分析，指出其目前市场营销中在产品线、物流运输、个性化产品、核心竞争力以及用户服务等方面存在的问题，最终提出拓宽产品线实现产品多样化、优化物流以及调整退货服务、提供个性化产品提升用户体验、协调价格质量的关系塑造品牌、优化客户服务提高企业口碑等针对性的营销策略建议。86235

毕业论文关键词：凡客诚品；市场营销；策略研究

Vancl marketing strategy research In this paper

With the development of Internet technology and information technology, people's consumption habits and consumption characteristics is undergoing tremendous changes, online shopping, especially the consumption of clothing products has formed a huge economic demand, was born a batch of B2C online clothing enterprises, including vancl in the trajectory in the market competition is very typical representative characteristics。 Based on the STP marketing theory and relevant theories of 4 p strategy, SWOT and PESE analysis method and porter five analysis model of vancl marketing facing the marketing environment and marketing conditions make a comprehensive analysis, pointed out its current market marketing in the product lines, logistics transportation, personalized products, core competitiveness and customer service problems and finally put forward expanding product lines to achieve product persification, optimization of logistics and adjust the return service, providing personalized products improve the user experience, coordinate the relationship between the price the quality brand, and optimize customer service improve enterprise reputation targeted marketing strategy recommendations。

Keywords: vancl; marketing; strategy research

目录

1 绪论 1

1。1 研究背景 1

1。2 研究目的 1

1。3 研究思路 2

1。4 研究方法 2

2市场营销和策略研究理论综述 4

2。1 市场营销理论概述 4

2。2 策略研究理论概述 5

3 凡客诚品的企业概况和营销状况概述 6

3。1 凡客诚品企业概况 6

3。2凡客诚品营销状况概述 6

4 凡客诚品的营销环境分析 9

4。1 凡客诚品的营销宏观环境分析 9

4。1。1 政治环境 9

4。1。2 经济环境 9

4。1。3 社会环境 10

4。1。4 技术环境 12

4。2 凡客诚品的营销竞争态势分析 12

4。2。1 主要竞争对手分析 13

4。2。2 潜在进入者的威胁 13

4。2。3 替代品的威胁 14

4。2。4 购买者讨价还价能力