商务管理 外文翻译 外文文献 英文文献 凡客诚品的网络营销策略分析

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1、Network marketing strategy analysis of VANCLAbstract: 21 century is the information century, the development of science technology, economic and social is to meet the coming of age. The network marketing is also the Internet for media, to implement marketing campaigns in the new ways, method and ide

2、a, more effective individual and organization the realization of the trading activities. Enterprise how to develop the network marketing in such a huge market potential, occupation in emerging markets, to the enterprise both opportunities and challenges. The network marketing is also produced in the

3、 change of the values of consumers: meet the needs of the consumers, is the enterprise manages the core of the eternal. Using network of this high - technology to provide consumers with various types of service, is a important way of future competition advantage.VANCL makes a huge success by the net

4、work marketing, and becomes a Chinese clothing network marketing market leader in the short term. Based on the network marketing way as the foundation, reading VANCL marketing strategy.Key words: Network marketing Marketing strategy VANCLThe network marketing as a new marketing concept and marketing

5、 mode in a digital economy times, even if the enterprise opened up more broad market, and can lead and reforming the traditional marketing. The network marketing compared with the traditional marketing has the personality, interactive, economy, efficiency and obvious advantages, if VANCL want to mar

6、ket in big foothold, it must learn to use the new marketing method, the most suitable for enterprise of the integration of traditional and modern marketing method.1、 The marketing situation of VANCLWith the development of the Internet, e-commerce enterprises emerging batches. The e-commerce market i

7、n other properties, once created clothing direct sales model the myth of a brief period of prosperity in PPG after into decline. And take the same pattern that honesty-this is established for just two years of electronic business enterprise in the short term but has remarkable success. Why the brand

8、 whose name sounds like a lotwestern stylecan stand firm in the waters of the electronic commerce is owe to the network marketing .At present ,VANCL already expands and covers to mens clothing, womens, shoes, accessories, household six big kinds, with the deep of all kinds of goods, it will become t

9、he first choice of Internet clothing buyers. VANCL as just a new company less than two years operation, is rooted in the Internet service brand.VANCL already cooperates with Spain, Switzerland, the United Kingdom, France, Canada, Germany, Japan, South Korea and other countries of line designers, thi

10、s enterprise is relying on the Internet around the world first-class brand power integration of designer resources. From knowing less about the garment industry into konwing a lot, Chen Nian has become the senior personage, the standard of the IT expert begins to study fashion brand, and return to a

11、 clothing brand positioning, makes every guest brand visibility and reputation by the traditional clothing brand shaping path,.2、 The network marketing ways of VANCL(1)Search engine optimization Search engine optimization, hereinafter referred to as SEO, is through the website structure (internal li

12、nks structure, physical structure, web site logic structure), high quality website the subject content, the rich and the correlation of value optimization and external links to web site to users and search engine more friendly to get at the engine advantage for website ranking into traffic. Every gu

13、est use baidu and Google, Soso and sogou search engine optimization, attract the part of the network that are not familiar with the population want to get the information in the purchase and the query of the product or want to buy the brand of want to buy, or to have a preliminary impression that th

14、e guest, or related to click, thus increasing traffic and sales of all the guest.(2)Search engine advertisingSearch engine advertising refers to the use of the search engine, classification, search for information online catalogue with function of the network tools for network expansion of method, f

15、low out an advertising model by strong search engine, and as long as to competitive rankings and keyword advertising give priority to tone at present. Search engine advertising forms include based on search engine based on classification method and the method of directory. Search engine based on met

16、hods including keyword advertising, competitive rankings, fixed rankings, based on the content location of advertising, and a variety of forms, and based on the method of classification catalogues are mainly in the category of priority in the appropriate category website display. VANCL A in baidu, G

17、oogle, sogou search engines such as do in advertising, increased the potential customers for impression times and increased clicks, easier to customers buy all the guest products.(3)E-mail marketingE-mail marketing is the way to subscribe to the industry and products information through the email wa

18、y to provide the users need to establish and users of the relationship between trust and trust. E-mail marketing has three basic factors: user license, electronic mail delivery information, information of value to the users. VANCL via E-mail activities or convey product promotion or sells products i

19、nformation to users all the latest information communicate guest, the user will be according to their own product of interest to click on words or images, increase hits, it also increases the user to the attention of all the guest to some extent, also increase the purchase of the users(4)Virus marke

20、ting.Virus marketing is not use virus or rogue plug-ins to promote ways of marketing, but rather through a set of effective and reasonable integral system and stimulate active users to guide publicity, is built on the benefit users on the foundation of the marketing model. For example, every guest e

21、xperience in the marketing activity to give users the experience will make the users satisfacted to others spread good image of the brand or product, cause public effects. And cause Internet industry wide attention is realized that the guest in China Internet first virus marketing, its main virus ma

22、rketing example is that the popularity of the object. VANCL uses Wang Luodan and Han Han for outdoor advertising and the representative of video advertising by love love love XX, XX XX love, love XX XX, I am not XX, Im XX advertising copywriter pattern, its headline font with Microsoft LOGO, black,

23、describe the part USES a bold and then use the above model has strong grassroots fundamental key and easy to copy, imitate the AD copy font mode is called Vanclize. This virus marketing of VANCL essence to a proverb “Many things grow in the garden that were never sown there ”, so-called Vanclize ori

24、ginally from former ogilvy creative director. The distant partners in the hand of QiuXinYu advertising, via the Internet after Internet users after PS widely spread, the net friend of widespread and the Internet. Virus marketing remarkable characteristics is active spreading brand or product custome

25、r information. Every object because simple style bright and clear, easy to PS, so the net friend copying its, mode for sentence transformation, and then spread, to a certain extent, to VANCL this brand publicity.(5)Micro Po marketingThe Po marketing is to point to in the Po such a role in the user o

26、f the relationship between share information and communication and access platform of the marketing activities, mainly including release the activities of enterprises information, fans interaction, etc. The Po marketing and activity marketing, advertising, implantable customer service new platform,

27、brand marketing linked together, September 3, 2009, sina micro blog VANCL fans officially established. VANCL use its official sina micro bo VANCL fans release VANCL and VANCL member or the Po fans interactive activities information, forward fans put on every guest clothing display figure, release al

28、l the activities of the information and guest enterprise issued by all the members in the activities of the guest enterprise information and to make every guest house, show every guest fashion, every object such as topic marketing, and every guest fans constantly forwarding official micro bos inform

29、ation to improve the every guest exposure, and shaping the every guest brand image of close to people.3、 The network marketing strategy of VANCL(1) Product strategyThe product of VANCL is leading project by the famous designer, top the essence of classical style of mens clothing brand, reference Asi

30、an man bodily form feature at the same time, select fabric dyed close-fitting production, as users enjoy luxury quality by medium price, advocate contracted, depth, comfortable, environmental protection. Simple desgin, coloring prudent style, the design concept induction from Italy, remove unnecessa

31、ry decoration, emphasize the performance of heavy and complicated comfort and grace.Any products, only suitable for target consumption group needs, likes or dislikes products that may reach a good sales results. And VANCL since will consumer orientation in 25-35 phase of the user group, so the produ

32、ct quality or from either from the design style is also should adapt to their spending habits. Relative to the PPG consumer groups, VANCL in the face of some consumer groups more mature. They dont pay attention to flowery, bright, smart, fancy style, but pay more attention to quality, taste, practic

33、al and comfortable. Therefore, and the pursuit of the corresponding product positioning and design, it should be for all mankind sincere product the designers of the center of gravity of the work.(2)Price strategyAt the present VANCL price is accepted by general man, besides it launched many favoura

34、ble activity, so long as you often skim through VANCL website any time you freed,you can get unexpected harvest, so its favourable activity will make your online purchasing car full at the same time, your wallet arent reduce much.VANCL has been carried out low price strategy, such as a common advert

35、isement- the experience of 199 yuan four shirt, Its very important for VANCL to expand market share and seize the market, the whole strategy of VANCL is to low price, high quality rapidly occupation market share first, although rolled out by this price, VANCL isnt loss money.But at that price in the

36、 market introduction is very low, and most of the space to consumer interests, the purpose of VANCL is to expand the market, let consumers purchase experience, this is your data came into their database, every guest to take QQ, email, etc way to you an additional other products.(2) Channel strategyI

37、n the diversification of Chinese clothing brand, most of the clothing is a choice of the traditional sales channel, looking for distributors, means the joining trader, but VANCL have seen there are too many not controlling rely on of the traditional channels, so that those guests were established at

38、 the beginning of a high-level decided to use the network direct sales model.The network marketing of the realization of the purchase and trading information process and its physical process of separation is. This information process contain many reflect both trade credit information and the ability

39、 of market mechanism of the identity of business rules information, and the physical process is the product quality, efficient and transport service system to ensure that, so the network marketing operation needs to mature market mechanism, credit service system, logistics and distribution system fo

40、r the foundation.4、 conclusionThere are many available Internet marketing tools used by enterprises, for instance release information in the news, and using specific events to attract visitors, open up the BBS and consumer hot or project to discuss, let consumer participation in the product design,

41、establish links, provide free E-mail, free search engine, free agency, free online services such as the screen on demand for free.Looking to the future, the network marketing is very welcome to implement in the medium-sized and small enterprises .This is because most small and medium enterprise mana

42、gers have realized the benefits of developing network marketing, and actively join and enterprise website construction, this for the development of small and medium-sized enterprises lay the solid foundation after the network marketing .凡客诚品的网络营销策略分析摘要：21世纪是信息世纪，科技、经济和社会的发展正在迎接这个时代的到来。网络营销是亦互联网为媒体，以

43、新的方式、方法和理念实施营销活动，更有效的促进个人和组织交易活动的实现。企业如何在如此潜力巨大的市场上开展网络营销、占领新兴市场，对企业既是机遇又是挑战。网络营销也是产生于消费者价值观的变革：满足消费者的需求，是企业经营永恒的核心。利用网络这一科技高为消费者提供各种类型的服务，是取得未来竞争优势的重要途径。凡客诚品服装以网络营销的模式取得了巨大的成功，在短期内成为中国服装网络营销市场的领头羊。本文以网络营销的方式为基础，解读凡客诚品（VANCL）营销策略。关键词：网络营销 营销策略 凡客诚品网络营销作为数字经济时代的一种崭新的营销理念和营销模式，即使企业开辟了更加广阔的市场，又能领导和改造传统

44、营销。网络营销相对于传统营销具有个性、交互、经济、高效等明显优势，凡客诚品要想在大市场中立足，必须学会运用新的营销手段，整合最适合企业实情的各种传统、现代营销方法。1、凡客诚品的营销现状随着互联网的发展，电子商务企业一批批涌现出来。在服装类的网购市场中，曾经创造了“服装直销模式”神话的PPG在短暂的辉煌之后走向没落。而采取同样模式的凡客诚品这个成立仅仅两年的电子商务企业却在短期内取得令人瞩目的成功。这个名字听起来有些“洋气”的品牌，之所以能在汹涌的电子商务大潮流中站稳脚跟，网络营销功不可没。凡客诚品目前已拓展涵盖至男装、女装、鞋、配饰、家居六大类，随着在各类商品间的不断深化，将成为网民服装购买

45、者的首选。凡客诚品作为仅仅运营不到两年的新公司，是一个根植于互联网的服务品牌。凡客诚品目前已经和西班牙、瑞士、英国、法国、加拿大、德国、日本、韩国等多个国家的一线设计师合作，该企业正在依托互联网品牌力量整合全世界的一流设计师资源。从对服装行业的不甚了解，陈年已经成为服装行业的资深人士，这个标准的IT人士，开始向时尚品牌学习，回归到一家服装品牌的定位，借助传统服装的品牌塑造路径，打造凡客品牌的知名度和美誉度。2、凡客诚品的网络营销方式（1）搜索引擎优化（SEO）搜索引擎优化，简称SEO，是通过对网站结构（内部链接结构、网站物理结构、网站逻辑结构）、高质量的网站主题内容、丰富而有价值的相关性外部链

46、接进行优化而使网站对用户及搜索引擎更加友好，以获得在引擎上的优势排名为网站引入流量。凡客利用百度、Google、Soso和搜狗等搜索引擎的优化吸引部分对网络购买不熟悉的人群在进行查询想购买的产品或者想购买的品牌的时候获得凡客的信息，或者对凡客有初步的印象，或者进行相关的点击，从而增加凡客的访问量以及销售量。2、搜索引擎广告搜索引擎广告指利用搜索引擎、分类目录等具有在线搜索信息功能的网络工具进行网络推广的方法，是借助搜索引擎的强大流量而滋生出来的一种广告模式，目前只要以竞价排名和关键词广告为主基调。搜索引擎广告推广的形式包括基于搜索引擎的方法和基于分类目录的方法。基于搜索引擎的方法包括关键词广告

47、、竞价排名、固定排名、基于内容定位的广告等多种多样的形式，而基于分类目录的方法则主要是在分类目录适当的类别中优先进行网站展示。凡客A在百度，谷歌，搜狗等搜索引擎中做了广告推广，增加了潜在客户对凡客的印象次数，以及增加了凡客的点击次数，更容易客户购买凡客的产品3、电子邮件营销电子邮件营销是以订阅的方式将行业及产品信息通过电子邮件的方式提供给所需要的用户，以此建立与用户之间的信任和信赖关系。电子邮件营销有三个基本因素：用户许可、电子邮件传递信息、信息对用户有价值。凡客通过电子邮件传达凡客活动或者产品促销或者热卖产品的信息，给用户传达凡客的最新信息，用户会根据自己感兴趣的产品去点击文字或者图片链接，

48、增加凡客的浏览量，也增加用户对凡客的关注度，也在一定程度上增加用户的购买。4、病毒式营销病毒式营销并非利用病毒或者流氓插件来进行宣传的营销方式，而是通过一套合理有效的积分制度引导并刺激用户主动进行宣传，是建立在有益于用户基础之上的营销模式。例如，凡客的体验营销活动中提供给用户满意的体验会促使用户向他人传播品牌或者产品的良好形象，造成口碑效应。而引起互联网业界广泛关注的就是凡客实现了国内互联网第一个病毒式营销，其主要的病毒式营销的例子就是凡客体的盛行。凡客在以王珞丹与韩寒为代言人的户外广告以及视频广告中采用了“爱XX爱XX，爱XX爱XX，也爱XX，我不是XX，我是XX”的广告宣传文案模式，其文案

49、的字体LOGO用微软雅黑，描述部分用黑体，后来这种使用以上模式具有浓重草根基调且易于复制、模仿的广告文案字体模式被称作凡客体。凡客此次的病毒式营销实质是无心插柳，所谓的“凡客体”原本出自前奥美创意总监。远山广告合伙人邱欣宇之手，后经由互联网广大网友PS后广泛传播，经网友的普遍传播与互联网。病毒式营销的显著特征就是客户主动传播品牌或者产品的信息。凡客体由于风格比较简单爽朗，容易PS，于是网友模仿它的，模式来进行句式改造，再进行传播，在一定程度上宣传到凡客这个品牌。5、微博营销微博营销是指在微博这么一个作用于用户关系的信息分享、传播以及获取平台上进行的营销活动，主要包括发布企业的活动信息、粉丝互动

50、等。微博营销与活动营销、植入式广告、客户服务的新平台、品牌营销环环相扣、2009年9月3日，新浪微博上的“VANCL粉丝团”正式成立。VANCL利用其官方新浪微博“VANCL粉丝团”发布VANCL和VANCL会员或者微博粉丝互动的活动信息、转发粉丝穿上凡客服装的展示图、发布凡客企业活动的信息和发布凡客企业内部成员活动的信息，并且制造凡客时尚家、秀凡客、凡客体等话题营销，并且凡客的粉丝不断转发官方微博的信息，提高了凡客的曝光率，以及塑造了凡客品牌亲民的形象。三、凡客诚品的网络营销策略1、凡客诚品的产品策略凡客诚品的产品由著名设计师领衔企划，集结顶级男装品牌经典款式之精华，同时参考亚洲男士的体型特

51、点，精选高支面料贴身制作，作为用户以中等价位享受奢侈品质，提倡简约、纵深、自在、环保。在款式简单、用色谨慎的风格下，来自意大利的凡客诚品设计理念归纳：取出不必要装饰，强调舒适性和表现不繁复的优雅。任何产品，只有适合目标消费群体的需求、好恶的产品才可能达到好的销售效果。而凡客诚品既然将消费者定位于25-35阶段的用户群，那么产品无论是从质量还是从设计风格上来说同样都应该适应他们的消费习惯。相对于PPG的消费群体，凡客面对的消费群体更加成熟一些。他们不在注重绚丽、鲜艳、时髦、花哨的风格，而是更注重品质、品味、实用和舒适。因此，与这些追求对应的产品定位与设计，则应该是凡客诚品的设计师们工作的重心。2

52、、凡客诚品的价格策略凡客诚品目前的价格上可以说是一般男士都能够穿得起，更何况它又推出了许多优惠活动，只要你没事儿的时候经常到凡客诚品的网站上溜达溜达，就能够得到意外收获，因此它的优惠活动会使你的网上采购车满满的同时，你的钱包也不会因此而减少多少。凡客诚品一直都在实行低价策略，比如我们比较常见的一则广告“199元四件衬衫”初体验，这对凡客诚品迅速扩大市场占有份额，占领市场是极为重要的，凡客诚品整体策略就是先以低价格，高品质迅速占领市场份额，虽然说以这样的价格推出，凡客诚品也是没有亏本的。但是以这样的价格在市场上推出也是很低的，把大部分的利益空间让给消费者，凡客诚品这样做的目的是迅速扩充市场，先让

53、消费者购买体验，这是你的数据就进入他们的数据库，凡客再采取QQ，邮件等方式向你追加其他产品。3、凡客诚品的渠道策略在中国服装品牌多样化的今天，大部分服装都是选择传统的销售渠道，寻找分销商，加盟商等手段，但是凡客诚品看到了传统的渠道有太多的不可控制性依赖，所以凡客高层在成立之初就决定使用网络直销模式。网络直销实现的购买和交易的信息过程是与其实物流程分离的。这个信息过程包含着大量的反映交易双方信用能力的信息及市场机制下的商业规则信息的认同，而其实物流程则是以产品质量、便捷高效的运输服务体系为保证，因此网络直销的运作需要有成熟的市场机制、信用服务体系、物流配送体系为基础。4、结论企业可用的网络营销手段还有很多，比如在新闻组中发布信息，利用特定事件吸引访问者，开辟热点或者专题论坛与消费者共同讨论，让消费者共同参与产品的设计，建立友情链接，提供免费邮件、免费搜索引擎、免费代理、免费视屏点播等免费网上服务。展望未来，网络营销在我过中小企业实施的前景是十分可喜的。这是由于大多数中小型企业的管理者已经意识到了开展网络营销的好处，并积极投身与企业网站的建设，这为以后这些中小型企业的发展网络营销奠定了坚实的基础。