网络窜货对服装企业的影响分析 论文.doc

网络窜货对服装企业的影响分析_论文本科毕业设计(论文)
网络窜货对服装企业的影响分析
院系名称
经济管理系
专业班级
市场营销0801
学生姓名
学号
指导教师
二〇一二年四月
网络窜货对服装企业的影响分析
摘要:传统的窜货问题已使企业头痛不已,然而突如其来的网络窜货更让其不知所措。国内对网络窜货这一新兴事物的研究甚少,也没有成功遏制网络窜货问题的案例,这使得大部分企业面对网络窜货束手无策。如何解决网络窜货问题,更多的企业是摸着石头过河,尚未有一套完善成熟的体系可循。
当前,网络销售取得了不俗的业绩,淘宝网2010年销售额达4000亿元,在巨大利润的影响下市场倾轧、价格混乱现象越来越明显。消费者通过网络可以购买到其他区域的低于本地的市场价格的商品,其不规范的发展对企业品牌原有根基产生破坏。在这样的大背景下对网络窜货的有效管理越来越有必要了,本论文将以李宁为例为服装企业解开“新困惑”。
李宁是业内比较著名的品牌,和其他品牌一样承受着网络窜货的巨大冲击。面对网络窜货,不同的品牌有不同的策略,有的进攻,有的防守。通过研究学****各大品牌的的应对策略,对比分析其优缺点,为李宁以及更多品牌找到应对网络窜货的方法,使其尽快从危机中解脱出来。
关键词:网络窜货;李宁品牌;服装
Network change on garment enterprises impact analysis
Abstract:The traditional flees the goods question of the enterprises have a headache unceasingly, e work selling more to be at a loss what to do. work falsifying the emerging things on little, no essful containment work flees the goods question case, which makes most of the enterprises in the face of work be at a loss what to do it. How to solve work flees the goods question, more and more enterprises is to feeling stone to cross a river, not yet has a set of perfect and mature system to follow.
The current work, has achieved good results, sales in 2010amounted to 0 yuan, in huge profits under the influence of market strife, price chaos phenomenon is ing more and more obvious. Consumers can purchase through work to other regions of the lower than the local market price of the goods, the normative development of enterprise original brand foundation damage. In such a context to work change effective management es more and more necessary, this paper will use the lining for example for garment enterprises to solve "the new puzzle".
Lining is one of the more well-known brands, and other brands the same under the huge impact work change. In the face of work change, different brands have different strategies, some offensive, some defense. Through the research of each big brand strategy, comparative analysis of the advantages and disadvantages, for lining and more brands to find solutions wo