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摘要基于中国电商市场目前在迅速发展壮大，传统女装市场竞争日渐激烈的背景之下，依据市场趋势的转变，使得许多女装新品牌更加具有竞争力，在国家大力扶持电商行业发展的前提下，众多女装品牌开始针对部分产品进行改革创新，并意识到品牌、产品在互联网宣传、销售的重要性，我将通过对市场的进一步探索分析，旨在将自主创新女装品牌--直彦的品牌形象、产品特色利用互联网电商平台，直接传递至消费者心目中，达到提高其市场知名度、提高购买率的目标。40209
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我将对中国互联网女装品牌市场的政策环境、经济环境、文化环境、社会环境、技术环境、淘宝网行业环境进行分析。对消费者构成、购买行为、媒介接触习惯以及消费者对直彦女装品牌的认知进行深度的分析。并分析直彦女装竞争对手的各方面情况，明确直彦女装未来发展的定位、目标市场及目标消费群体，进而为品牌形象的进行进一步塑造，为其设计相应的产品、包装、价格、渠道等营销策略的组合提供指导方法与理论支撑。
本文研究认为：第一，中国电商市场发展前景广阔，形式不断转变，需要牢牢把握市场趋势，针对变化积极做出相应；第二，线上女装市场竞争激烈，熟悉线上运作模式，精确把握消费者需求和喜好，是线上女装品牌生存的根本；第三，O2O模式至今看来仍是一种事半功倍的方式，只有将线上、线下相结合，品牌才能够真正“深入人心”。
毕业论文关键词：直彦；女装； 轻潮牌； 品牌形象； 品牌传播
Abstract With the fast development of modern electronic commerce market in China and the fierce competition in traditional female clothes market, many new brands focus on female clothes become more competitive facing the change of market trends.
Under the government's support on development of electronic commerce industry, many brands of female clothes begin to reform and innovate aiming at some products, and realize the importance of propaganda and sell of brand and products. I explore and analyses the market, aiming at deliver brand image and the features of the original female clothes brand--zhiyan directly to the customers on the Internet so that it can improve the reputation and the rate of rebuying. I will analyze the political、economic、cultural、social、technological and taobao.com environment of the female clothes brand market in Chinese Internet environment.
I will analyze the construction of customers, consuming behaviors, , media using habits and customers' recognition of the zhiyan brand in deep. Meanwhile, the situation of the competitors will be analyzed and this analysis ensures the development orientation, target market and the target customers so that the marketing strategies basket like product, packaging, price and methods can get theories and methods as reference.
The main ideas of this passage: firstly, with the excellent prospect of electronic commerce in China and the continual changes of forms, we need to grasp the market trends and do reaction to the changes; secondly, under the fierce competition of online female clothes marketing, being familiar with the operating patterns and mastering the requirements and preferences of customer are the basic requirements for online female clothes to survive. Thirdly, O2O is still a way that yield twice results with half efforts. Only the combination of offline and online can make the brand be remembered deeply in customers.
Key words : zhiyan ,female clothes , light tide brand，brand image，brand promotion
直彦女装的品牌形象设计与传播方案
目 录
第一章 毕业设计基本情况简介 01
一、毕业设计选题缘由与过程说明 01
（一）选题缘由 01