(修订版)杭派服装企业上线营销研究分析 5.doc

高等教育自学考试毕业论文杭派服装企业上线营销研究分析办学单位:华南理工大学班级:电子商务本科学生:李晓均(0)指导老师:胡新华指导老师提交日期:2014年4月19日中文摘要当今的服装市场随电子商务的迅速发展使得网络营销成为传统企业发展的一个新的增长点,本文针对国内女装行业的市场发展现状,女装行业的格局与定位,中国网络消费市场和消费群进行了简要分析,以及服装企业线上与线下营销的对比作出了各方面的对比分析,针对杭派女装市场定位与线上销售作出了简要分析。现如今消费市场规模的发展、为了更有效的帮助杭派服装企业开展网络营销,本文提出了企业开展网络营销的相关策略和实施计划,有利于杭派女装企业开展网络营销,加快企业的发展脚步。关键词:杭派服装市场定位消费者心理 线上线下整合AbstractToday'eanewgrowthpointofthedevelopmentoftraditionalenterprises,thisarticleinviewofthedomesticmarketdevelopmentstatusquoofwomen'sclothingindustry,thepatternofwomen'sclothingindustryandpositioning,thebriefanalysisofChina'snetworkconsumptionmarketandtheconsumers,aswellastheclothingenterpriseofonlineandofflinemarketingcontrastmadeacontrastiveanalysisofthevariousaspects,senttohangzhouwomen',workmarketing,workmarketingstrategyandimplementationplan,isadvantageoustothehangzhouwomen'workmarketing,:HangzhoutosendclothesmarketpositioningConsumerpsychologyIntegrationofonline目录中文摘要--------------------------------------------------------------------------------------(Ⅰ)Abstract ----------------------------------------------------------------------------------------------------第一章绪论 -----------------------------------------------------------------(3) ------------------------------------------(3)----------------------------------------------------(9)第二章中国女装业网络消费分析---------------------------------------------------(11) -----------------------------------------------------------------------(11)-----------------------------------------------------------------(12)------------------------------------------------(14)------------------------------------------------------(14)----------------------------------(14)---------------------------------------------(15)“互