上海工程技术大学毕业设计（论文） 凡客诚品的营销战略发展研究
目 录
摘 要 ............................................................................................................................................... 1 ABSTRACT .......................................................................................................................................... 2 0引言 ................................................................................................................................................. 4 1国内外B2C的发展现状 ................................................................................................... 6 1.1国内外电子商务几种模式 ........................................................................................ 6 1.2国内外B2C电子商务发展状况 ............................................................................. 7 1.2.1 国外B2C电子商务的发展状况...................................................................... 7 1.2.2国内B2C电子商务的发展状况 ....................................................................... 9 1.3 B2C电子商务存在的问题 ...................................................................................... 10 2凡客诚品的战略环境 ....................................................................................................... 12 2.1 宏观环境PEST分析 ................................................................................................... 12 2.1.1 政治和法律环境分析 .......................................................................................... 13 2.1.2经济环境分析 ............................................................................................................. 16 2.1.3社会文化环境分析 ................................................................................................. 18 2.1.4技术环境分析 ............................................................................................................. 19 2.2微观环境分析 .................................................................................................................. 20 2.2.1总体网民规模 ............................................................................................................. 23 2.2.2网民结构特征 ............................................................................................................. 25 3凡客诚品现有的市场定位和营销策略 ............................................................... 28
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上海工程技术大学毕业设计（论文） 凡客诚品的营销战略发展研究
3.1凡客诚品的企业发展现状 ...................................................................................... 28 3.2 凡客诚品的网络营销组合营销策略 .............................................................. 35 3.2.1 凡客诚品的产品营销策略 ............................................................................... 35 3.2.2 凡客诚品的价格营销策略 ............................................................................... 38 3.2.3 凡客诚品的渠道营销策略 ............................................................................... 39 3.2.4 凡客诚品的促销营销策略 ............................................................................... 42 3.2.5凡客诚品的广告营销策略 ................................................................................ 44 4 凡客诚品营销SWOT分析 ............................................................................................. 51 4.1竞争优势 .............................................................................................................................. 52 4.2竞争劣势 .............................................................................................................................. 55 4.3面临机会 .............................................................................................................................. 56 4.4外部威胁 .............................................................................................................................. 58 5凡客诚品营销战略 ............................................................................................................. 59 5.1凡客诚品的市场定位 ................................................................................................. 59 5.2凡客诚品的发展策略 ................................................................................................. 63 5.2.1加强品牌塑造，名牌变品牌 ........................................................................... 63 5.2.2加强产业链整合，稳中求胜 ........................................................................... 66 6 结束语 ........................................................................................................................................ 67 参考文献 ........................................................................................................................................ 69 附录1 ............................................................................................................................................... 71 附录2 ............................................................................................................................................... 77 译 文 ................................................................................................................................................ 82
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上海工程技术大学毕业设计（论文） 凡客诚品的营销战略发展研究
原文说明 ........................................................................................................................................ 90
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上海工程技术大学毕业设计（论文） 凡客诚品的营销战略发展研究
摘 要
本文主要是分析凡客诚品的营销战略问题。首先简述了国内外B2C企业的发展现状，分析了国内外电子商务的几种模式和国内外B2C电子商务的发展现状，拿国内外的B2C电子商务的发展情况进行了对比，以期解决我国B2C电子商务在实际操作中遇到的问题，明确了目前B2C电子商务存在的问题，如何认识这些在实际操作中存在的问题，并在此基础上提出进一步的发展策略或建议是一个值得思考的问题。
然后通过PEST对凡客诚品进行了战略分析，分别从政治和法律环境，经济环境，社会文化环境，技术环境四个角度的分析，剖析了凡客诚品所处的环境。再通过对今年来网络购物人数、性别和年龄阶层对微观环境做出分析。
本文通过多角度对凡客诚品的网络营销组合策略进行了分析，包括了产品营销策略，价格营销策略，渠道营销策略，促销营销策略，广告营销策略。随后通过对凡客诚品营销的SWOT分析对它的竞争优势，竞争劣势，面临机会和外部威胁做了分析，发现扩大原有业务规模，打响自己的品牌扩大知名度和向关键环节和高潜力领域集中是重中之重，在凡客诚品将来的营销战略中应放在首位。最后对凡客诚品的营销策略做出了建议和对策，应该加强产业链整合，稳中求胜，加强品牌塑造，名牌变品牌。
关键词：B2C电子商务，营销战略，战略环境，竞争优势，发展策略
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上海工程技术大学毕业设计（论文） 凡客诚品的营销战略发展研究
Development of marketing strategy of VANCL
ABSTRACT
This paper is to analyze the VANCL marketing strategy. First of all B2C brief the development of enterprises at home and abroad, analyzed several models of domestic and international e-commerce, B2C e-commerce development status at home and abroad, to take home and abroad, the development of B2C e-commerce were compared in order to solve our B2C E-commerce in practice problems, clear the current problems in B2C e-commerce, how to understand these problems in practice, and on this basis, further development of policy or proposal is a question worth considering .
PEST then conducted a strategic analysis of VANCL, respectively, from the political and legal environment, economic environment, social and cultural environment, technical environment analysis of four aspects, analyzed VANCL circumstances. Again this year by the number of online shopping, sex and age class on an analysis VANCL the micro-environment. In this paper, multi-angle on the network marketing mix strategy VANCL analyzed, including product marketing strategy, pricing marketing strategy, channel marketing strategies, promotional marketing strategy, advertising marketing strategy. Then through the SWOT analysis of the marketing VANCL its competitive advantage, competitive disadvantage,
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