服装企业电子商务营销策略
当前时代，经济建设飞速发展，互联网信息技术也在不断发展。因此，某些服装产业也在跟随着时代的进步而进步，他们充分利用互联网的优势来进行一系列相关的商务交易，慢慢的，这种新型的购物方式逐渐被消费者们所接受并成为当今商品交易的主流。
本文针对服装电子商业营销在当前社会现状下的发展情况，对其发展情况进行了大致的讲述，对其发展的战略目标及在电子商务的营销计划进行了细致的研究解析。通过查阅大量的相关资料和数据进行研究分析，对其发展产业现状等相关问题进行了详细的讲述；再把“LB”服装的电子商务营销发展情况及发展计划和发展方向进行了分析；最后运用4P营销策略根据如今电子商务营销发展现存的问题、面临的挑战，并在其发展基础上制定解决问题的方案及相关措施，从而在一定程度上推动服装企业电子商务营销的发展。
关键词：服装企业；电子商务营销；营销策略；LB
Discussion on e-commerce marketing strategy of garment enterprises
ABSTRACT
In the current era, with the rapid development of economic construction, Internet information technology is also developing. Therefore, some clothing industries are also progressing with the progress of the times. They make full use of the advantages of the Internet to carry out a series of related business transactions. Slowly, this new way of shopping is gradually accepted by consumers and becomes the mainstream of today's commodity transactions.
In this paper, according to the development of clothing e-commerce marketing in the current social situation, its development situation is roughly described, and its development strategic objectives and marketing plan in e-commerce are analyzed in detail. Through consulting a large number of relevant information and data for research and analysis, this paper describes the current situation of its development industry and other related issues in detail; Then it analyzes the e-commerce marketing development situation, development plan and development direction of "LB" clothing; Finally, according to the existing problems and challenges in the development of e-commerce marketing, the 4P marketing strategy is used to formulate solutions and relevant measures on the basis of its development, so as to promote the development of e-commerce marketing of clothing enterprises to a certain extent.
Key words: clothing enterprises; E-commerce marketing; Marketing strategy; LB
目录
一、引言 1
二、电子商务营销概述 1
（一）电子商务营销概念 1
（二）电子商务营销特点 1
1.电子商务营销的便利性 1
2.经营成本的经济性 2
3.快速演进 2
三、服装企业电子商务营销现状与问题分析 2
（一）服装企业电子商务营销现状 2
1.交易规模 2
2.交易结构 3
3.交易渠道比例 3
（二）服装企业电子商务营销存在的问题 4
1.试穿与售后服务不能使顾客满意 4
2.产品质量无法保证 4
4.定价不合理 5
四、LB电子商务营销案例分析 5
（一）LB品牌介绍 5
（二）LB电子商务营销成功经验 6
1.具有强烈的勇于表现自我的大胆设计色彩 6
2.以相对较低的成本和较高的产品质量赢得消费者的青睐 6
3.以多元差异化的渠道吸引了更多的消费者 6
4.基于官方论坛以独特互动方式来树立品牌形象 6
五、服装企业电子商务营销策略优化建议 7
（一）产品策略 7
1.提高产品质量 7
2.加强售后服务 7
3.创建强势网店和服装品牌 7
（二）价格策略 8
1.采用折扣定价 8
2.采用差别化定价 8
（三）渠道策略 9
1.选择第三方网站 9
2.完善自建渠道 9
（四）促销策略 9
1.扩大销售促进 9
2.加大公共关系宣传 10
六、结论 10
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