关于传统服装品牌电商B2C转型策略研究-以红豆男装为例

关于传统服装品牌电商B2C转型策略研究-以红豆男装为例(论文11000字)
摘要：
随着互联网的快速发展以及中国网民的不断增多，网上购物因为其方便快捷、性价比高等特点，已然成为都市时尚生活之一。信息技术的发展为网上零售业的兴起提供了良好的发展机遇，我国涌现出一批优秀的B2C企业，尤其是在服装市场上，这些优秀企业之间已开始了激烈的竞争。中国制造企业众多，服装B2C企业同质化非常严重，造成了各个企业之间恶性竞争相当激烈。因此，对于服装网上零售商来说，如何开展网络营销来发展自己的持续竞争力已经成为非常重要的问题。本文采用理论分析与案例分析相结合的方法，首先对服装企业的网络营销环境进行比较详细的分析，然后以红豆男装为例，重点描述其网络营销的品牌策略，分析红豆男装的市场定位，并在此基础上阐述了红豆男装的营销组合策略。

关键词：服装企业 网络营销 红豆男装

THESIS：About the traditional clothing brand B2C transformation strategy research -- Taking the red bean as an example
ABSTRACT：
With the rapid development of the Internet and the growing number of Chinese Internet users, online shopping because of its convenient, cost-effective, has become one of the urban fashion life. The development of information technology has provided a good opportunity for the development of online retail industry, China has emerged a number of outstanding B2C enterprises, especially in the clothing market, these outstanding enterprises have begun a fierce competition. China's manufacturing enterprises are numerous, and the homogeneity of the clothing B2C enterprises is very serious, resulting in the fierce competition among enterprises. Therefore, for apparel online retailers, how to carry out network marketing to develop their own sustainable competitiveness has become a very important issue. By using a combination of theoretical analysis and case analysis, this method, first of all to the clothing business enterprise network marketing environment were more detailed analysis, then to red men's, for example, focusing on the description of the network marketing brand strategy, red men's market positioning analysis, and on this basis, expounds the red men's marketing mix strategy.

KEY WORDS: Clothing enterprise  Network marketing  Red bean

目   录
1引言    5
1.1研究的背景    5
1.2 相关概念阐述    5
1.3研究的意义与目的    6
2.为什么要转型？    7
2.1传统商业模式与电商B2C的利弊分析    7
2.2目前两种模式的生存状态    7
2.3发展前景    8
3.怎么转型？-以红豆男装为例    8
3.1服装电商B2C市场环境分析    8
3.1.1红豆品牌由来    8
3.1.2市场竞争分析    9
3.1.3 SWOT分析    9
3.2红豆男装转型案例分析    10
3.2.1红豆男装的电商B2C策略    10
3.2.2利弊分析    11
4.传统服装品牌B2C转型方案建议    12
4.1 电商B2C内部定位    12
4.2如何构建品牌策略    13
4.3互联网思维的营销策略    13
5.传统服装品牌B2C转型的优势    15
6.结论    18
参考文献    19
致谢    20