锦兴服装网络营销存在的问题及对策

中央广播电视大学人才培养模式改革

和开放教育试点工商管理专业毕业论文

锦兴服装网络营销存在的问题及对策

学员姓名周俊学号11

入学时间2010年春季

指导老师李嘉倩职称

试点学校中央广播电视大学

内容提要

随着信息技术的普及和网络化技术的飞速发展，人们已经对Internet越来越熟悉，它覆盖了世界的各个角落，在发达国家和地区已经成为现代人们生活方式中的重要组成部分。

可以说，网络市场作为以虚拟空间为媒介的交易方式，是交易方式上的又一次革命。对于服装销售而言，网络同时也成为一种全新的服装销售渠道。服装网络营销是指服装企业或服装营销者借助现代通讯技术手段以互联网为媒体，通过网络将潜在交换变为现实交换的服装营销活动。近几年来，网上服装销售量增长迅速，在整个服装销售中所占比例越来越高。与传统的服装销售模式相比较，网上服装销售拥有许多不可比拟的优越性，但同时又面临着各种障碍。

服装行业是锦兴国民经济中的重要行业。电子商务时代的到来给传统的服装销售带来了冲击，一些企业已经开始参与服装网络市场营销论文" target="_blank">营销，但是目前还有很多障碍制约着锦兴服装网络营销的发展。

本文通过对锦兴服装网络营销现状的分析，探讨了锦兴服装网络营销存在问题并提出了相应的对策。

关键词：服装网络营销问题对策

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Abstract

Because of China gradually being the world polyester industry center, the international companies establish the individual proprietorship or joint venture enterprises in China, and then the domestic private enterprises are distinctly joining the polyester industry after they have a lot of funds. Today the polyester industry is becoming the complete competition trade among the state-owned companies, the private enterprises and the foreign companies.

As the biggest fiber material base in our country, YiZheng chemical fiber company (YCFC) are facing many problems: market sum descending, benefit continuously dropping, technology creative ability being not enough, mechanism being not well in response to the market competition est. What do for it?

This article point out YCFC should take the low cost strategy according to analyzing the company environment, facing the opportunities and challenges, having advantages and disadvantages. At the same time, the author suggests that YCFC should develop the advantage product, quicken the enterprise creative and mechanism reform, adjust the product structure, and strengthen the competition ability etc. If it makes successes, YCFC will be kept continuously in the domestic lead and international top-grade position.

Key words:YCFC Development Strategy Suggest

目录

一、服装网络营销现状 ........................................................................................................... １

（一）国外锦兴服装研究现状 ....................................................................................... １（二）国内锦兴服装研究现状 ....................................................................................... １二、服装网络营销的优势....................................................................................................... １

（一）购物的便利性........................................................................................................ １（二）降低成本 .................................................................................. 错误!未定义书签。

（三）提供更多促销手段................................................................................................ １三、锦兴服装网络营销存在的问题 ........................................................ 错误!未定义书签。

（一）消费者认识不足.................................................................................................... ２（二）缺乏相关法律法规.................................................................. 错误!未定义书签。

（三）安全问题

（四）售后服务问题

四、解决锦兴服装网络营销问题的对策

（一）改变消费者的消费意识

（二）加强法律法规建设

（三）加强安全技术措施

（四）建立完善的销售和售后服务体制

五、结语