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论文编号：	10273
作者编号：	2220160677
上传时间：	2018/12/5 16:09:26
中文题目：	电子商务环境下卡雷尔连衣裙营销策略研究
英文题目：	Research on marketing strategy of CEREL
指导老师：	焦媛媛
中文关键字：	连衣裙；电子商务；营销策略
英文关键字：	dress；e-commerce；marketing strategy
中文摘要：	互联网的快速发展给人们生活的方方面面都带来了巨大的变化，党的十九大报告中明确指出要推动互联网、大数据、人工智能和实体经济的融合，为未来互联网的发展指明了政策导向。服装行业作为最为传统的实体经济难以在传统商业模式下独善其身，如何与互联网融合，发展电子商务而不被时代的浪潮抛下是整个行业极为关注的问题。服装企业在发展电子商务的过程中，要不断地回答如何看待电子商务与传统业务、如何将电子商务落地、电子商务的人才从哪儿来等问题。幸运的是，已经有一些服装企业在电子商务探索过程中取得了良好的探索，本文正是通过案例分析的方法研究成功企业的成功要素，在经典战略和营销分析框架内，以卡雷尔连衣裙为对象，将电子商务和传统业务统筹考虑，设计符合卡雷尔连衣裙自身条件的营销策略，并试图在此过程中梳理发现服装企业电子商务经营过程中的一些规律性特点。本文借助PEST框架对服装行业外部环境进行分析、SWOT工具将外部环境分析与卡雷尔内部条件结合并通过对行业主要竞争者综合研究发现，当前的政策环境对服装企业开展电子商务提供了政策支持；人们收入的不断提升推动了消费升级给中高端连衣裙提供了销售的空间；女性消费者在消费服装支出中经历着从生存型消费向个性型甚至享受型消费的升级过程，从而为我国国内中高端女装市场提供了更广阔的消费人群和潜在需求；服装的面料选择也越来越多样化，制造工艺也在不断精进。研究还发现中高端连衣裙成功企业普遍采取以研发设计和销售渠道双轮驱动模式、品牌传播过程中强调消费者参与、产品落地动销过程中强调电子商务和传统渠道的协同效应、培养消费者忠诚度时采取会员制等极具服装企业特点的商业模式和营销策略。本文在对卡雷尔连衣裙案例分析过程中，将上述特点融入其战略规划和营销策略中，设计出了一整套完整的基于电子商务的中高端连衣裙企业市场营销策略方案，之后还对营销策略方案实施过程中所必须的绩效考核、企业文化、员工激励、培训与员工发展等配套措施进行了详细的论述。互联网时代市场瞬息万变，消费者需求更是难以把握，因此本文最后为服装企业在发展电子商务过程中未来可能遇到的机遇和挑战给予了分析和展望。它山之石可以攻玉，希望卡雷尔的案例分析能够为理论界提供研究参考，为其他类似的服装企业提供思路和借鉴。
英文摘要：	The rapid development of the Internet has brought about great changes in all aspects of people's lives. The report of the Nineteenth National Congress of the CPC clearly pointed out that we should promote the integration of the Internet, big data, artificial intelligence and real economy, and pointed out the policy direction for the future development of the Internet. As the most traditional real economy, the garment industry is difficult to be independent in the traditional business model. How to integrate with the Internet and develop e-commerce without being abandoned by the tide of the times is a problem of great concern to the whole industry. In the process of developing e-commerce, garment enterprises should constantly answer the questions of how to treat e-commerce and traditional business, how to land e-commerce and where the talents of e-commerce come from. Fortunately, some apparel enterprises have made good explorations in the process of e-commerce exploration. This paper studies the success factors of successful enterprises through case analysis. Within the framework of classical strategy and marketing analysis, it takes Cerel dress as the object, and considers e-commerce and traditional business as a whole. Designing the marketing strategy that accords with Cerel dress's own conditions, and trying to find some regularity characteristics in the process of e-commerce management of garment enterprises. In this paper, PEST framework is used to analyze the external environment of the garment industry, SWOT tool combines the external environment analysis with Cerel internal conditions, and through a comprehensive study of the industry's main competitors, it is found that the current policy environment provides policy support for the development of e-commerce in garment enterprises, and the continuous increase in people's income promotes consumption. Upgrading provides sales space for middle and high-end dresses; female consumers are experiencing the process of upgrading from living consumption to individual consumption and even enjoyment consumption in consumer clothing expenditure, thus providing a broader consumer population and potential demand for the domestic middle and high-end women's wear market; the choice of clothing materials is also increasing. Diversification, manufacturing technology is also constantly improving. The research also finds that the successful enterprises of middle and high-end dresses generally adopt the two-wheel drive mode of R&D design and sales channels, emphasize the participation of consumers in the process of brand communication, emphasize the synergistic effect of e-commerce and traditional channels in the process of product marketing, and adopt membership system when cultivating consumer loyalty. In the process of analyzing the case of Cerel dress, this paper integrates the above characteristics into its strategic planning and marketing strategy, designs a complete set of marketing strategy plan for middle and high-end dress enterprises based on e-commerce, and then gives the necessary performance appraisal and corporate culture in the implementation of the marketing strategy plan. The supporting measures such as staff motivation, training and staff development are discussed in detail. In the Internet era, the market is changing rapidly, and the consumer demand is even more difficult to grasp. Therefore, this paper finally gives an analysis and prospect for the future opportunities and challenges that garment enterprises may encounter in the development of e-commerce. It is hoped that Cerel case analysis can provide research reference for the theoretical circles and provide ideas and reference for other similar garment enterprises.
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