对中国服装公司网络营销的研究毕业论文外文翻译.doc

《对中国服装公司网络营销的研究毕业论文外文翻译.doc》由会员分享，可在线阅读，更多相关《对中国服装公司网络营销的研究毕业论文外文翻译.doc（14页珍藏版）》请在三一办公上搜索。

1、Research On Network Marketing Of Chinese CorporationAbstractAs a part of marketing, clothing company network marketing is the combination of clothing company marketing technology, modern communication and network technology. The development of the network marketing apparel company can help expand it

2、s China clothing market demand. Especially this method can satisfy the demand of some traditional clothing sales channel is very difficult to meet, such as some three line city, town and country. Research Chinese clothing network marketing company help clothing company with China clothing market dev

3、elopment, such as mufti-level, mufti species. At the same time, for the implementation of the policy of expanding domestic demand in the Chinese, and the transformation of economic development too much relying on external demand pattern played what role. This paper puts forward some suggestions for

4、the China clothing network marketing company, and analyses some advantages and disadvantages Chinese clothing company in network marketing.Keywords：clothing company, network marketing, website constructionI. ADVANTAGE OF DEVELOPMENT OF NETWORK MARKETING OF CHINESE CLOTHING COMPANYA. Upgrade of Chine

5、se clothing sale provides inevitable prerequisite for network marketing of clothing company Clothing is an indispensable everyday goods, the market demand is continuously. Therefore, it has always been known as the non fading industry, it has a bright future. With the highly development Chinese per

6、capita income increase and economic, China residents clothing consumption demand will present many new characteristics, such as increment, the pursuit of personality, fashion industry appeared new characteristic. However Chinese market is huge, in the inland area, medium and small city spread of ind

7、ividual products, the traditional sales model is very difficult to achieve. Network marketing can meet the needs of the individual in a wide area; in addition, compared to traditional methods, it can easily reduce the allocation cost.B. High development of internet in China, prevalence of network co

8、nsumption According to the CNNIC market research, as of 2010 June Chinese Internet users reached 420000000, which increased by 18.6% compared with 2009. Internet penetration rate reached 31.8%, remained steady rising trend, the development of the sales network to provide a favorable market environme

9、nt. Data show that the number of users, the network shopping user scale up to 142000000, increased 31.4% in the second half of this year, only in the third quarter of 2010, online shop and as high as 121000000000, throughout the year up to 500000000000. Online store customer number, customer clothin

10、g and accessories at the top. In the first half of the year, there were 61.5% users who have bought clothing and accessories, increased by 12.6% compared to last year.C. With the development of information technology, the construction and maintenance of website is more and more popular, more and mor

11、e clothing enterprises have the ability to create a web site for online marketingThe website is an important way to develop the network marketing, through the website of the dissemination of information is the primary means of network marketing. In the beginning of the Internet, enterprises must buy

12、 or hire server, network programming design Webpage, to establish their own web site. So early, it takes a lot of time in the development of a website.Although some websites offer website design services, these services are expensive. However, many websites can build a custom web site at low cost. F

13、or example, an online shop offers the standard by Chinese network website , provide goods business hall and specialized providers, such as commercial users such as Shop Ex, by a famous domestic e-commerce provider is provided by the Shanghai upper network technology Co., Ltd., can be as high as 3000

14、000. Powerful web site of electronic commerce function can be in a few minutes by these providers to establishII.MAIN PROBLEMS EXISTING IN NETWORK MARKETING OF CLOTHING COMPANYAlthough many clothing companies constantly extend products, promote brand image, elevate profit of companies by means of ne

15、twork marketing, some problems and difficulties still inflict network marketing of clothing company in China.A.Network marketing talents are insufficient; network marketing talents who are familiar with clothing industry are more insufficientNetwork marketing talents who are familiar with clothing i

16、ndustry first must master internet industry. They should take command of knowledge of internet, such as network marketing, behavioral psycho logics of network consumption, background and tendency of internet, search engine ranking, network advertisement, clicks ratio, besides ability of statistical

17、analysis, experience of expanding website. Then, they have to take command model of network marketing such as B2B, B2C and C2C. Associate companies to expand network marketing resources and channels by means of expanding technology and way on internet.B. Constructions of website and interaction is u

18、nsatisfactoryConstruction of corporate website is the key part of development of network marketing. Corporation website is the elementary fundament of launching network marketing for company. Only if corporation website functioned with professionalism and functionality is directed by network marketi

19、ng, it can launch timing and special network marketing and gain satisfactory profit. So far construction of clothing company website does not match with thought of network marketing, many problems still emerge.For example, the aim of whole plan of website is indistinct, designing website title witho

20、ut long- term perspective lead to changeability of columns; navigation system is not perfect so that it is hard for consumers and channel sellers to visit; Scale of information is small, content of information is outmoded, important information is incomplete; practicality and functionality is not en

21、ough; Customers can not consult and advise with company in timedue to lack of interaction; optimization technology of website falls behind; interface of users is unaesthetic. Above problems brings about no fundament of internet marketing of clothing company, poor effect of network marketing.C. Netwo

22、rk marketing lacks company informational supportNetwork marketing should be merely a part of company informational strategy. Information of company should serve network marketing of company and support the development of network marketing. Network marketing without company information is not real ne

23、twork marketing and hard realizes integrality of marketing resources.Some websites of famous clothing companies have thousands of visitors, but these websites do not tend to explore the approaching customers, instead enlarge their own sales force. A large number of sellers are developing one- tone m

24、arketing of low efficiency. What is more, sale information of many company websites has discrepancy with deposit information of corporation leads to lack of stock, which damage customers purchasing activity. The reason causing these problems is they fail integrating network marketing of company into

25、 information of company.D. Crises between Physical channel and network channelIn respect of the majority of clothing companies, the ability of integrating traditional channel and network channel is weak. It mainly shows that company can not integrate two channels rationally in market. Therefore the

26、same customer group can meet same products of company in different channels and customers may doubt the products and even the company owing to receiving discrepant information. They also launch price war and sales promotion in order to strive for customers in channel. The two appositive channels do

27、not design corresponding marketing combination, instead unified marketing strategy. The management and maintenance of channel is deep and careful enough; even if channel policy and sales means are applied to network channel and unified channel, inefficient communication and introduction result in pa

28、rt members of channels dissatisfaction; intermediary business takes on more various and flexible than transaction relationship between traditional intermediary and companies. Companies can not modify in time traditional channel way so that two kinds of channels can not merge into strong co.III. SUGG

29、ESTIONS ON NETWORK MARKETING OF CLOTHING COMPANY IN CHINAA. Cultivation talent of network marketingIf clothing company want to develop network marketing, it should attract professional to expand sales market so that layer of network marketing can be divided more elaborately to come into a integral n

30、etwork marketing system with many positions such as manager of commerce transports, internet marketing consultant, manager of network sales, manager of customer retention, channel sales manager of advertisement, engineer of business research, representative of clothing marketing. Foreign companies f

31、ix positions of talents of network marketing clearly. They should be a mixed mode talents have competent for market survey, mastering network advertisement, search engine marketing, scheming and realizing marketing network, network integration promotion. Therefore it can provide intellectual guarant

32、ee and talent support. Consequently, domestic clothing company should train staff of network marketing in accordance with characters of clothing industry.B. Promoting information of companyNetwork marketing is the connection network technology with company marketing and modern information communicat

33、ion technology; company information is the connection of network technology with the whole sales activity of company and moder information communication technology. Information of company can improve accuracy and timeliness of administrating information of company, which makes decision of companies

34、more scientific and company business procedure and administrating procedure more rational and Helps Company make quicker reaction, makes combination and utility of resources of company more rational. In this case, current resources can be used best to promote productive proficiency and administratin

35、g efficiency. If clothing companies want to develop network marketing efficiently, they should accelerate information to make company decision scientific and strengthen reaction of companies. Thus it can fit development of network marketing.C.Structure and function of optimization website, elevating

36、 customers visiting experienceA company website of sophisticated function can elevate customers visiting experience. When company designs marketing website, it should optimized structure and function of website according to following points. According to hints of navigation drop- down, information r

37、elevant to goods is provided, optimization navigation system of site search is offered; customers comment and sales record are showed in website to induce customer to consume; toll- free call and online service are offered, showing return policy,postage preference, cities that EMS can reach and home

38、 delivery service, guarantee of after- sales service to attract customers trust. Superficial structure of website, relevant inter- linkage of commodities, title of product, optimization of commodities introduction, optimization of product classification, keywords of homepage, URL reconstruction, sup

39、port for exterior linkage, optimization of page detail, analysis and choice of keywords and other optimization of oes.D. Solving channel crisis properlyMany companies has groped for many ways to solve channel crisis that network marketing of clothing company often face. For example, some companies j

40、ust modified the design slightly of physical fund that is products sold by traditional channel into network fund sold in network. Another one it adopts regular and unaffiliated way as an offline experienced shop and delivery center. In this case, physics and network has become a beneficial community

41、. The second way seems more convenient in brand promotion and advertisement press, which is much easier for clothing company without agency and alliance business to implement.REFERENCES1 He Bing. Analysis of advantage of network marketing advanced bymedium and small- sized enterprise. Journal of Hub

42、er EconomicsCollege (social science education), vol. 1, 20092 Yang Z hi & Gao Hou li. Innovational direction of network marketingmodel of medium and small- sized enterprise. East China economicmanagement, vol. 5, 20043 Huangpu Yanan & Li Yunyin. Analysis of network marketingstrategy. Technology Info

43、rmation, vol. 14, 20094 Liu Lihua. Analysis of network marketing of medium and small sizedenterprise . Market forum, vol. 12, 20085 Ji Jiangjun. Research into developing stravage of network marketing.Commercial Time, vol 12, 20096 Yang Jing. Mainstream of corporation Marketing in 21 century,commerci

44、al culture(academical edition), vol. 11, 20087 Ji Jingjun. Discussion on Strategy of Domestic Network MarketingDevelopment , Commercial Times, vol. 12 20098 Feng Yingjian. Foundation and practice of network marketing,Beijing: Tsinghua University Press, 20079 ChrisAnderson.the long tail. Beijing,Chin

45、a CITIC Press,200610 Tom Antion .THE ULTIMATE GUIDE TO ELECTRONICMARKETING FOR SMALL BUSINESS.NYC,John Wiley &Sons ,2005 对中国服装公司网络营销的研究 摘要作为市场营销的一部分，服装公司的网络营销是服装公司营销技术、现代信息通信及网络技术的联合产物。服装公司开发网络营销可以帮助其扩大中国服装市场的需求。特别是这种手段可以满足传统服装销售渠道很难以满足的一些需求，例如一些三线城市、城镇及国家。研究中国服装公司的网络营销有助于服装公司符合中国服装市场的行情发展，例如多层次，多种类

46、。同时，对于在中国实施扩大国内需求的现行政策，及转变经济发展过多依托于外部需求的模式担当了什么重要的角色。本论文对中国服装公司的网络营销提出了一些建议，并分析了当前中国服装公司网络营销中的一些利弊。关键词：服装公司，网络营销，网站建设I. 中国服装公司发展网络营销的优势A. 中国服装销售的升级为服装公司的网络营销提供了必然的前提服装是日常生活中不可缺少的商品，其在市场上的需求是持续不断地。因此，它总是被人们称为“不衰落产业”，它有光明的前途。随着中国人均收入的提高和经济的高度发展，中国居民的服装消费需求会出现许多新的特点，如增量的要求，追求个性，服装产业出现了新的特征。然而中国的市场是十分巨大

47、的，对于在内陆地区，中型及小型城市传播个人产品，传统的销售模式是十分难以实现的。网络营销能在广泛的区域中满足个性化的需求；此外，比起传统方式，它还能更容易地降低调度分配的成本。B. 中国互联网的告诉发展，使网络消费更加盛行根据CNNIC的市场调研，截至到2010年6月中国网民数量达到4.2亿，这与2009年相比增长18.6。互联网普及率达到31.8，保持平稳上升趋势，这为发展网络销售的提供了有利的市场环境。数据表明，使用网络购物的用户数量达到1.42亿，用户的规模在半年内就增长了31.4，仅在2010年第三季度，线上店铺之和就高达1210亿，全年高达5000亿。在线上店铺的客户中，服装及其配件

48、的客户数量高居榜首。在半年中，就有61.5%用户曾购买过服装和配件，对比去年增长了12.6%。网上消费盛行的另一个原因是由于中国交通恶化的情况。堵车往往出现在高峰时间，因此，越来越多的市民选择更便捷的生活方式。便捷的生活方式是指用户以电话或互联网代替外出消费。作为一种日常商品，服装的价格不高，成为网上消费的主要构成。C. 随着信息技术的发展，网站的建设和维护越来越流行，越来越多的服装企业有能力创建网站来进行网络营销.网站是开展网络营销的重要途径，通过网站传播信息是网络营销的首要手段。在互联网之初，企业必须购买或租用服务器，设计网页，编写网络程序来建立自己的网站。因此初期，它在开发一个网站时要花费很多的时间。虽然有些网站提供网站设计服务，这些服务的花费高昂。然而，许多网站可以以低成本建立自定义网站。比如，一个网上店铺由中国万网提供标准的网站，淘宝网提供商品营业厅及专门的程序供应商，这类商业用户如“ShopEx