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论文编号：	6460
作者编号：	2120095039
上传时间：	2014/6/10 23:18:27
中文题目：	女性时装的高校网络营销策略研究
英文题目：	A Study on the University Network Female Fashion Marketing Strategy of E-Land: Casestudy of E-Land Co. Ltd.
指导老师：	袁庆宏
中文关键字：	女性服装;校园市场;网络营销
英文关键字：	Female Fashion; Campus Market; Network
中文摘要：	20世纪90年代后期以来，中国高校的规模急剧扩张。根据教育部网站公布的统计数据，截止到2012年，在校中国女性学生的数量已经超过2800万人。同时，随着社会环境与经济条件的逐渐发展，中国女性学生对时装的消费观念逐渐改变，并其消费层次和需求不断提高。女性时装直接影响时装企业在未来市场的份额及利润。作为未来将成为社会精英和中坚力量的女性学生，她们的消费行为、特点和方式，都具有一定的示范作用，将引领整个社会年轻人的消费趋向。中国高校作为一个新颖的女性时装的消费市场，将逐步成为时装企业市场营销的重要战场，因此对校园的市场拟定合适的营销策略对时装企业显得非常必要。 网络营销的概念是90年代后期在促销策略组合的基础上发展起来的，是系统理论在企业营销战略中的实际运用的产物。为了发挥最大的营销效益，就要通过营销策略的多变性和互动性，有效整合配置营销资源。本研究主要以网络营销理论为基础，就高校女性时装网络营销的相关研究进行展开，试图为E-Land找到有效的针对高校女性的时装网络营销策略。本研究通过对中国高校女性时装市场的现状以及发展趋势的分析，发现高校女性时装市场具有自己独特的特点，顾客易于接受新事物、文化独特、延续性强，但同时也比较封闭。在此基础上，论述了校园网络营销策略的构建与操作，并尝试性的建立了E-Land时装校园网络营销策略。 本研究在分析了当前中国高校女性时装时装市场的现状、发展趋势和主要营销策略之后，又具体论述校园时装市场的消费者的定位和构成，并着重分析包括大众媒体、校园媒体和互联网在内的校园消费者，同时提出了建立高校女性时装消费者数据库的方法和策略。根据中国时装企业校园网络营销策略的概念策略，具体分析了校园网络营销的品牌定位管理，又分析了离线校园网络营销策略和在线校园网络营销策略。最后，本研究从亲身经历和对中国时装企业校园网络营销策略的研究出发，着重就E-Land的校园网络营销策略进行了分析研究。
英文摘要：	Since the mid-1990s, the Chinese University’s scale has expanded fast. According to the statistics of the ChinaMinistry of education website, until 2012, the number of female university students in China has more than 28,000,000. At the same time, along with social economy's development, the Chinese university student's consumtion habit idea renews day by day, expends the level and the demand enhances unceasingly. Female fashion immediate influences fashion business future market share and profit. Female students as the future would become the backbone of the social elite, their consumer behavior, characteristics and methods, have a certain role model, will lead young people tend to consume the entire community. Chinese universities as a novel female fashion consumer market will gradually become important battleground fashion business marketing, so the campus market of development appropriate marketing strategies for fashion business is very necessary. The concept of network marketing in the late 1990s, developed on the basis of the combination of promotional strategies, the systemical theory is a product of corporate marketing strategy in practical application. In order to maximize marketing effectiveness, it is necessary variability through marketing strategy and interactive, marketing resources effectively integrate configuration. This study focuses on Internet marketing theory as the basis for expanded research on university women's fashion online marketing, trying to find an effective network for college women's fashion marketing strategy for the E-Land. In this study, the analysis of the current situation of China's colleges and universities as well as women's fashion market trends, found that college women's fashion market has its own unique characteristics, the customer is easy to accept new things, unique culture, strong continuity, but also relatively closed. On this basis, discusses the construction and operation of the campus network marketing strategy and try to establish the nature of E-Land’s campus network fashion marketing strategy. This study analyzes the current situation in China after university female's fashion market, current trends and key marketing strategies, and specific discussion on campus fashion market positioning and consumer structure, and focus on the analysis, including the mass media, campus media and the campus Internet consumers, and proposed the establishment of university women's fashion consumer database methods and strategies. According to the concept of strategic Chinese fashion enterprise’s campus network marketing strategy, a detailed analysis of the campus network marketing, brand positioning, management, and analysis of the campus network’s offline and online campus network marketing strategies. Finally, this study from personal experience and research on Chinese fashion enterprise campus network marketing strategy, analyze E-Land campus network marketing strategies.
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