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I摘要随着互联网技术的发展和传播，网络营销也开始兴起并快速发展，并成为未来营销发展的一大趋势。而作为一种新的市场营销方式，不同于传统营销，企业在网络营销策略的选择过程中具有其独特的应当侧重的地方。企业想在当前这样一个竞争激烈，机会也多的营销环境里取得成功，选择正确的营销策略是关键。本课题选择了当前在网络营销中比较引人注目的凡客诚品作为研究对象。在分析了凡客诚品所处的宏观行业环境及其具体市场现状的基础上，来分析凡客的营销现状如何，采用的哪些具体的营销策略。紧接着在凡客所采用的营销策略里面发现它存在的问题和不足之处，分析问题的原因并提出解决的对策和方法。以期为凡客诚品的成长提供帮助。作为一个互联网企业，凡客存在的主要问题表现为品牌形象不够好，产品质控力度不高，物流服务不到位以及许多细节处理方面仍有欠缺。本人认为，要解决这些问题，主要通过广告宣传策略的转变，加强产品终端表现力，建立相应的质监和物流监控体系，加大物流投入和建立相应的顾客反馈机制来解决。关键词：网络营销营销策略服装行业凡客诚品本设计（论文）题目来源于：自选。IIAbstractWiththedevelopmentanddisseminationofInternettechnology,networkmarketingbegantoriseanddevelopquickly,anditwouldbethefuturedevelopmentofamajortrendinmarketing.Asanewmarketingapproach,unliketraditionalmarketing,thefocusofbusinessmarketingstrategyinthenetworks-electionhasitsownuniqueplace.Thekeytomakecompaniessuccessistomaketherightmarketingstrategyatsuchahighlycompetitivemarketingenvironment.Thetopicschosenvancl,whichisinthemorecompellinginthenetworkmarketinginthecurrent,astheobjectofstudy.onthebasisoftheanalysisofmacro-industryenvironmentandthespecificmark-etsituation,toanalyzethecurrentstatusofvancl,andtheuseofWhatspecificmarketingstrategies.Followedwecanfinditinsidetheexistingproblemsanddeficienciesinthemarketingstrategiesadoptedbyvancl,thenanalyzetheproblemsandproposesolutionstothecausesofthemeasuresandmethods.Toprovideassistanceforthegrowthofvancl.AsanInternetcompany,wherecustomersperformanceofthemainproblemsisnotgoodenoughforthebrandimage,productqualitycontroleffortsarenothigh,logisticsservices,andmanydetailsofthedealarenotinplace,thereisstilllacking.Ithink,tosolvetheseproblems,mainlythroughchangesinadvertisingstrategy,enhanceproductterminalexpression,theestablishmentofappropriatequalitysupervisionandlogisticsmonitoringsystem,increaseinvestmentandtheestablishmentofappropriatelogisticscustomerfeedbackmechanisms.Keyword：InternetMarketingMarketingstrategyEsliteapparelindustryVanclIII目录1绪论...................................................................................................................................................11.1研究背景和目的....................................................................................................................11.2国内外学者研究状况..........................................................................................................11.2.1国外研究状况................................................................................................................11.2.2国内研究状况...............................................................................................................21.3本论文研究方法...................................................................................................................31.4论文构成及研究内容..........................................................................................................42凡客诚品网络营销环境分析....................................................................................................52.1我国网络营销的宏观环境.................................................................................................52.1.1经济环境.........................................................................................................................52.1.2技术环境.........................................................................................................................52.1.3政治环境.........................................................................................................................62.1.4社会环境.........................................................................................................................62.2中国B2C服装行业市场分析............................................................................................63凡客诚品网络营销现状分析.....................................................................................................93.1公司简介..................................................................................................................................93.2凡客目前的营销策略........................................................................................................103.2.1产品策略.......................................................................................................................103.2.2分销策略.......................................................................................................................113.2.3促销策略.......................................................................................................................113.2.4定价策略.......................................................................................................................133.2.5人员策略.......................................................................................................................133.2.6有形展示策略..............................................................................................................143.2.7过程管理策略..............................................................................................................144凡客营销策略中存在的问题及其原因分析......................................................................164.1凡客诚品营销现状中