浅析网络营销带给传统服装业的机遇与挑战

浅析网络营销带给传统服装业的机遇与挑战

An Analysis of Opportunities and Challenges by Network Marketing to Traditional Clothing Industries

bstract 

    With the development of computer, the informal society is changed in 21th century. The application on the technology of Internet changes the informational distribution and the environment of people's life, work, cooperation and communication. Many companies in the world provide the service with Internet to change the internal structure. The electronic marketing is the new thing that is adapt for the informational society.

    Acting as the important supplement even substitute of the traditional closing marketing channel partially, Network marketing channel now has been approved by more and more enterprises and consumers. Closing network marketing is considered to be a new challenge and a new opportunity for the members from the traditional closing channels. The problem that how to integrate the network marketing channel and traditional marketing channel under the new environment, and how to make both channels play important roles, is what I shall mainly state in this thesis. Here with the expectation of supplying some theoretical and practical reference for the two channels' integration, I write this paper, in the hope of guiding the middlemen of traditional channel to a new developmental way.

    Rapid development of economy in China at present brought good opportunities to traditional clothing industry, and rapid development of Internet also provided platform for the realization of network marketing of clothing industry. However, network also network also brought new challenges for clothing industry to break limits of traditional industries and create brand-new business ecosystem. This paper firstly analyzes present situation of network marketing, then it discusses of network marketing of clothing industry in our country, at last it proposes some strategies to improve network marketing of clothing industry in our country. 

Key words: network marketing; clothing industry; opportunities; challenges 

摘要

21世纪是信息世纪,计算机网络的发展,使信息社会的内涵有了进一步的改变。在信息网络时代,网络技术的应用改变了信息的分配和接收方式,改变了人们生活、工作、学习、合作和交流的环境。世界各大公司纷纷上网,提供信息服务和扩展业务范围,积极改组企业内部结构和探索新的管理营销方法。网络营销是适应网络技术发展与信息网络时代社会变革的新生事物,它的产生是科学技术的发展、消费者价值观念的变革和商业竞争等综合因素所促成的。

网络营销渠道作为服装业营销渠道的重要补充乃至部分替代,已经被越来越多的人所认可与运用。但服装网络营销渠道对于服装业的传统渠道的成员来讲是新的挑战与机遇,如何在新的环境下整合网络营销渠道和传统营销渠道,避免二者的冲突,发挥二者更大的作用。本文之期望在于可以为二者的整合提供理论和实践的参考依据,并为传统渠道的中间商提供发展方向。

目前中国经济快速的发展为服装行业提供了良好的机遇，互联网的迅速发展为服装行业实现网络营销提供了平台，但是同时网络又给服装行业带来了新挑战去打破传统的产业界限，创造全新的商业生态系统，。本文从分析网络营销的现状入手，阐述我国服装行业在网络营销中存在的问题，并分析我国开展服装网络营销的策略。

关键词：网络营销；服装行业；机遇；挑战

Contents

Abstract 

摘要

1.Introduction 

2.Literature Review 

2.1Emergence and Development of Network Marketing 

2.2Characteristics of Network Marketing 

2.3Related Studies of Clothing Network Marketing 

3.Opportunities and Challenges of Network Marketing to Traditional Clothing Industries 

3.1Opportunities 

3.1.1Breaking Limits of Time and Regions 

3.1.2Changing Sales Channels of Traditional Clothing Marketing

3.1.3Perfection Promotion Strategies 

3.1.4Reconstructing Internal Structure of Clothing Industries 

3.2Challenges of Network Marketing to Traditional Clothing Industries 

3.2.1Application of Virtual Technology

3.2.2After Sales Services

3.2.3Lack of Trust and Safety Problems 

3.2.4Passivity and Lack of Joy

4.Implications of Application of Network Marketing in Traditional Clothing Industries and Its Improvement Strategies

4.1Implications 

4.2Improvement Strategies 

5.Conclusion 

Bibliography 

Acknowledgements