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论文编号：	3980
作者编号：	2220091776
上传时间：	2012/3/9 15:04:07
中文题目：	FURZOLO品牌的网络营销研究
英文题目：	The Study of FURZOLO Brand Network Marketing
指导老师：	薛有志
中文关键字：	FURZOLO品牌 服装网络营销 战略规划 品牌管理 形象维护
英文关键字：	FURZOLO brand Clothing network marketing strategic planning brand management image protection
中文摘要：	本文主要通过分析网络营销的特点，网络营销与传统营销的关系，以及服装网络营销的特征和优势，结合FURZOLO品牌目前的发展现状和面临的问题，提出了FURZOLO品牌发展网络营销的战略规划和解决方案，通过确立战略目标、选择战略模式、制定战略计划对网络营销的战略做出规划；通过品牌管理和形象维护实现品牌的网络推广；通过建立网络营销渠道和网络营销系统，实现产品的网络销售，并通过网络服务对品牌客户进行维护，实现品牌的网络推广和销售，为FURZOLO品牌的发展开辟了一条新的道路。本文的研究主要结合了品牌自身的发展情况，有针对性地提出了一条适合品牌发展的网络营销思路，通过建立网络营销，扩大品牌的影响力，为开拓国内外市场开辟新的道路。在网络营销渠道方面，实行网络直营与间营的销售模式；在营销策略上通过网站设计及产品的宣传，实现品牌的推广，并建立有效地信息反馈机制，及时地调整营销策略；在产品的销售上，以线下直营店销售为主，结合线上的销售，实现线上线下结合的销售模式，最终实现传统营销与网络营销相结合的营销模式。论文的创新之处在于网站的设计方面，注重产品的展示和顾客的体验，通过建立有效地信息反馈机制，及时有效地调整营销策略，充分发挥线上产品的宣传和线下品牌店的优势，从而达到优势互补的效果，实现品牌的长远发展。
英文摘要：	This paper mainly analyzes characters of network market, the relationship between network market and traditional market, as well as characters and advantages of clothing network market,combined with developing status and problems of FURZOLO brand at present, proposing the strategic planning and solutions about developing network marketing of FURZOLO brand, making strategy planning by establishing the strategy objectives and strategic model; promoting network market through the brand management and maintenance of the brand image; through the establishment of a network marketing channels and marketing network system, products can be saled in network, and through services to brand customer maintenance, realizing the network brand promotion and sales, development opening up a new the road for the FURZOLO brand. The study of this issue with the brand of its own development, puts forward the development of a network marketing for the brand idea , open up a new road through the establishment of network marketing and expand the brand 's influence for the development of domestic and international markets . Marketing channels in the network , the implementation of the network between direct and indirect marketing models ; in marketing strategy through the web site design and product promotion , and brand promotion, establishes effective feedback mechanisms, timely adjusting marketing strategy ; in the product the sales order line outlets sales, combined with online sales , to achieve a combination of online and offline sales model , and ultimately establishes marketing model combined the traditional marketing with network marketing. The innovation of this topic consists in website design,emphasizes product display and customer experience, through the establishment of effective information feedback mechanism, timely adjust marketing strategy, give full play to the online product publicity and line brand shop advantage, so as to achieve the effect of complementary advantages, to achieve brand long-term development.
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