營銷策略外文翻譯--凡客誠品的網(wǎng)絡(luò)營銷策略分析

1、<p><b>　　鄭州輕工業(yè)學(xué)院</b></p><p>　　?？飘厴I(yè)設(shè)計（論文）</p><p><b>　　外 文 翻 譯</b></p><p>　　題 目 Network marketing strategy analysis of VANCL </p><p>

2、　　學(xué)生姓名 蔣雨婷 </p><p>　　專業(yè)班級 商務(wù)管理專業(yè)2009級1班 </p><p>　　學(xué) 號 630912220122 </p><p>　　院 （系） 國際教育學(xué)院 </p><p&

3、gt;　　指導(dǎo)教師(職稱) 王紅偉 （講師） </p><p>　　完成時間 2012 年 03 月 10 日 </p><p>　　Network marketing strategy analysis of VANCL</p><p>　　Abstract: 21 century is the inform

4、ation century, the development of science technology, economic and social is to meet the coming of age. The network marketing is also the Internet for media, to implement marketing campaigns in the new ways, method and i

5、dea, more effective individual and organization the realization of the trading activities. Enterprise how to develop the network marketing in such a huge market potential, occupation in emerging markets, to the enterpris

6、e both opportunities and c</p><p>　　VANCL makes a huge success by the network marketing, and becomes a Chinese clothing network marketing market leader in the short term. Based on the network marketing way a

7、s the foundation, reading VANCL marketing strategy.</p><p>　　Key words: Network marketing Marketing strategy VANCL</p><p>　　The network marketing as a new marketing concept and marketing mode

8、in a digital economy times, even if the enterprise opened up more broad market, and can lead and reforming the traditional marketing. The network marketing compared with the traditional marketing has the personality, int

9、eractive, economy, efficiency and obvious advantages, if VANCL want to market in big foothold, it must learn to use the new marketing method, the most suitable for enterprise of the integration of traditional and</p&g

10、t;<p>　　The marketing situation of VANCL</p><p>　　With the development of the Internet, e-commerce enterprises emerging batches. The e-commerce market in other properties, once created "clothing

11、direct sales model" the myth of a brief period of prosperity in PPG after into decline. And take the same pattern that honesty-this is established for just two years of electronic business enterprise in the short te

12、rm but has remarkable success. Why the brand whose name sounds like a lot"western style"can stand firm in the waters of the electronic comme</p><p>　　At present ,VANCL already expands and covers to

13、 men's clothing, women's, shoes, accessories, household six big kinds, with the deep of all kinds of goods, it will become the first choice of Internet clothing buyers. VANCL as just a new company less than two y

14、ears operation, is rooted in the Internet service brand.</p><p>　　VANCL already cooperates with Spain, Switzerland, the United Kingdom, France, Canada, Germany, Japan, South Korea and other countries of line

15、 designers, this enterprise is relying on the Internet around the world first-class brand power integration of designer resources. From knowing less about the garment industry into konwing a lot, Chen Nian has become the

16、 senior personage, the standard of the IT expert begins to study fashion brand, and return to a clothing brand positioning, makes every gue</p><p>　　The network marketing ways of VANCL</p><p>　　

17、(1)Search engine optimization </p><p>　　Search engine optimization, hereinafter referred to as SEO, is through the website structure (internal links structure, physical structure, web site logic structure),

18、high quality website the subject content, the rich and the correlation of value optimization and external links to web site to users and search engine more friendly to get at the engine advantage for website ranking into

19、 traffic. Every guest use baidu and Google, Soso and sogou search engine optimization, attract the part of the ne</p><p>　　(2)Search engine advertising</p><p>　　Search engine advertising refers

20、to the use of the search engine, classification, search for information online catalogue with function of the network tools for network expansion of method, flow out an advertising model by strong search engine, and as

21、long as to competitive rankings and keyword advertising give priority to tone at present. Search engine advertising forms include based on search engine based on classification method and the method of directory. Search

22、engine based on methods inc</p><p>　　(3)E-mail marketing</p><p>　　E-mail marketing is the way to subscribe to the industry and products information through the email way to provide the users nee

23、d to establish and users of the relationship between trust and trust. E-mail marketing has three basic factors: user license, electronic mail delivery information, information of value to the users. VANCL via E-mail acti

24、vities or convey product promotion or sells products information to users all the latest information communicate guest, the user will be according to th</p><p>　　(4)Virus marketing.</p><p>　　Vir

25、us marketing is not use virus or rogue plug-ins to promote ways of marketing, but rather through a set of effective and reasonable integral system and stimulate active users to guide publicity, is built on the benefit us

26、ers on the foundation of the marketing model. For example, every guest experience in the marketing activity to give users the experience will make the users satisfacted to others spread good image of the brand or product

27、, cause public effects. And cause Internet industry wide </p><p>　　(5)Micro Po marketing</p><p>　　The Po marketing is to point to in the Po such a role in the user of the relationship between sh

28、are information and communication and access platform of the marketing activities, mainly including release the activities of enterprises information, fans interaction, etc. The Po marketing and activity marketing, adver

29、tising, implantable customer service new platform, brand marketing linked together, September 3, 2009, sina micro blog "VANCL fans" officially established. VANCL use its official sina </p><p>　　The

30、 network marketing strategy of VANCL</p><p>　　Product strategy</p><p>　　The product of VANCL is leading project by the famous designer, top the essence of classical style of men's clothing b

31、rand, reference Asian man’ bodily form feature at the same time, select fabric dyed close-fitting production, as users enjoy luxury quality by medium price, advocate contracted, depth, comfortable, environmental protect

32、ion. Simple desgin, coloring prudent style, the design concept induction from Italy, remove unnecessary decoration, emphasize the performance of heavy and compli</p><p>　　Any products, only suitable for tar

33、get consumption group needs, likes or dislikes products that may reach a good sales results. And VANCL since will consumer orientation in 25-35 phase of the user group, so the product quality or from either from the desi

34、gn style is also should adapt to their spending habits. Relative to the PPG consumer groups, VANCL in the face of some consumer groups more mature. They don't pay attention to flowery, bright, smart, fancy style, but

35、 pay more attention to qualit</p><p>　　(2)Price strategy</p><p>　　At the present VANCL’ price is accepted by general man, besides it launched many favourable activity, so long as you often skim

36、through VANCL website any time you freed,you can get unexpected harvest, so its favourable activity will make your online purchasing car full at the same time, your wallet aren’t reduce much.VANCL has been carried out lo

37、w price strategy, such as a common advertisement-- the experience of "199 yuan four shirt", It’s very important for VANCL to expand market share and sei</p><p>　　Channel strategy</p><p&g

38、t;　　In the diversification of Chinese clothing brand, most of the clothing is a choice of the traditional sales channel, looking for distributors, means the joining trader, but VANCL have seen there are too many not cont

39、rolling rely on of the traditional channels, so that those guests were established at the beginning of a high-level decided to use the network direct sales model.</p><p>　　The network marketing of the realiz

40、ation of the purchase and trading information process and its physical process of separation is. This information process contain many reflect both trade credit information and the ability of market mechanism of the iden

41、tity of business rules information, and the physical process is the product quality, efficient and transport service system to ensure that, so the network marketing operation needs to mature market mechanism, credit serv

42、ice system, logistics and</p><p>　　conclusion</p><p>　　There are many available Internet marketing tools used by enterprises, for instance release information in the news, and using specific eve

43、nts to attract visitors, open up the BBS and consumer hot or project to discuss, let consumer participation in the product design, establish links, provide free E-mail, free search engine, free agency, free online servic

44、es such as the screen on demand for free.</p><p>　　Looking to the future, the network marketing is very welcome to implement in the medium-sized and small enterprises .This is because most small and medium e

45、nterprise managers have realized the benefits of developing network marketing, and actively join and enterprise website construction, this for the development of small and medium-sized enterprises lay the solid foundatio

46、n after the network marketing .</p><p>　　凡客誠品的網(wǎng)絡(luò)營銷策略分析</p><p>　　摘要：21世紀(jì)是信息世紀(jì)，科技、經(jīng)濟(jì)和社會的發(fā)展正在迎接這個時代的到來。網(wǎng)絡(luò)營銷是亦互聯(lián)網(wǎng)為媒體，以新的方式、方法和理念實(shí)施營銷活動，更有效的促進(jìn)個人和組織交易活動的實(shí)現(xiàn)。企業(yè)如何在如此潛力巨大的市場上開展網(wǎng)絡(luò)營銷、占領(lǐng)新興市場，對企業(yè)既是機(jī)遇又是挑戰(zhàn)。網(wǎng)絡(luò)營

47、銷也是產(chǎn)生于消費(fèi)者價值觀的變革：滿足消費(fèi)者的需求，是企業(yè)經(jīng)營永恒的核心。利用網(wǎng)絡(luò)這一科技高為消費(fèi)者提供各種類型的服務(wù)，是取得未來競爭優(yōu)勢的重要途徑。</p><p>　　凡客誠品服裝以網(wǎng)絡(luò)營銷的模式取得了巨大的成功，在短期內(nèi)成為中國服裝網(wǎng)絡(luò)營銷市場的領(lǐng)頭羊。本文以網(wǎng)絡(luò)營銷的方式為基礎(chǔ)，解讀凡客誠品（VANCL）營銷策略。</p><p>　　關(guān)鍵詞：網(wǎng)絡(luò)營銷 營銷策略 凡客誠品<

48、;/p><p>　　網(wǎng)絡(luò)營銷作為數(shù)字經(jīng)濟(jì)時代的一種嶄新的營銷理念和營銷模式，即使企業(yè)開辟了更加廣闊的市場，又能領(lǐng)導(dǎo)和改造傳統(tǒng)營銷。網(wǎng)絡(luò)營銷相對于傳統(tǒng)營銷具有個性、交互、經(jīng)濟(jì)、高效等明顯優(yōu)勢，凡客誠品要想在大市場中立足，必須學(xué)會運(yùn)用新的營銷手段，整合最適合企業(yè)實(shí)情的各種傳統(tǒng)、現(xiàn)代營銷方法。</p><p>　　1、凡客誠品的營銷現(xiàn)狀</p><p>　　隨著互聯(lián)網(wǎng)的發(fā)展，

49、電子商務(wù)企業(yè)一批批涌現(xiàn)出來。在服裝類的網(wǎng)購市場中，曾經(jīng)創(chuàng)造了“服裝直銷模式”神話的PPG在短暫的輝煌之后走向沒落。而采取同樣模式的凡客誠品——這個成立僅僅兩年的電子商務(wù)企業(yè)卻在短期內(nèi)取得令人矚目的成功。這個名字聽起來有些“洋氣”的品牌，之所以能在洶涌的電子商務(wù)大潮流中站穩(wěn)腳跟，網(wǎng)絡(luò)營銷功不可沒。</p><p>　　凡客誠品目前已拓展涵蓋至男裝、女裝、鞋、配飾、家居六大類，隨著在各類商品間的不斷深化，將成為網(wǎng)民服

50、裝購買者的首選。凡客誠品作為僅僅運(yùn)營不到兩年的新公司，是一個根植于互聯(lián)網(wǎng)的服務(wù)品牌。</p><p>　　凡客誠品目前已經(jīng)和西班牙、瑞士、英國、法國、加拿大、德國、日本、韓國等多個國家的一線設(shè)計師合作，該企業(yè)正在依托互聯(lián)網(wǎng)品牌力量整合全世界的一流設(shè)計師資源。從對服裝行業(yè)的不甚了解，陳年已經(jīng)成為服裝行業(yè)的資深人士，這個標(biāo)準(zhǔn)的IT人士，開始向時尚品牌學(xué)習(xí)，回歸到一家服裝品牌的定位，借助傳統(tǒng)服裝的品牌塑造路徑，打造凡客

51、品牌的知名度和美譽(yù)度。</p><p>　　2、凡客誠品的網(wǎng)絡(luò)營銷方式</p><p>　?。?）搜索引擎優(yōu)化（SEO）</p><p>　　搜索引擎優(yōu)化，簡稱SEO，是通過對網(wǎng)站結(jié)構(gòu)（內(nèi)部鏈接結(jié)構(gòu)、網(wǎng)站物理結(jié)構(gòu)、網(wǎng)站邏輯結(jié)構(gòu)）、高質(zhì)量的網(wǎng)站主題內(nèi)容、豐富而有價值的相關(guān)性外部鏈接進(jìn)行優(yōu)化而使網(wǎng)站對用戶及搜索引擎更加友好，以獲得在引擎上的優(yōu)勢排名為網(wǎng)站引入流量。凡客利

52、用百度、Google、Soso和搜狗等搜索引擎的優(yōu)化吸引部分對網(wǎng)絡(luò)購買不熟悉的人群在進(jìn)行查詢想購買的產(chǎn)品或者想購買的品牌的時候獲得凡客的信息，或者對凡客有初步的印象，或者進(jìn)行相關(guān)的點(diǎn)擊，從而增加凡客的訪問量以及銷售量。</p><p><b>　　2、搜索引擎廣告</b></p><p>　　搜索引擎廣告指利用搜索引擎、分類目錄等具有在線搜索信息功能的網(wǎng)絡(luò)工具進(jìn)行網(wǎng)絡(luò)

53、推廣的方法，是借助搜索引擎的強(qiáng)大流量而滋生出來的一種廣告模式，目前只要以競價排名和關(guān)鍵詞廣告為主基調(diào)。搜索引擎廣告推廣的形式包括基于搜索引擎的方法和基于分類目錄的方法。基于搜索引擎的方法包括關(guān)鍵詞廣告、競價排名、固定排名、基于內(nèi)容定位的廣告等多種多樣的形式，而基于分類目錄的方法則主要是在分類目錄適當(dāng)?shù)念悇e中優(yōu)先進(jìn)行網(wǎng)站展示。凡客A在百度，谷歌，搜狗等搜索引擎中做了廣告推廣，增加了潛在客戶對凡客的印象次數(shù)，以及增加了凡客的點(diǎn)擊次數(shù)，更容易

54、客戶購買凡客的產(chǎn)品</p><p><b>　　3、電子郵件營銷</b></p><p>　　電子郵件營銷是以訂閱的方式將行業(yè)及產(chǎn)品信息通過電子郵件的方式提供給所需要的用戶，以此建立與用戶之間的信任和信賴關(guān)系。電子郵件營銷有三個基本因素：用戶許可、電子郵件傳遞信息、信息對用戶有價值。凡客通過電子郵件傳達(dá)凡客活動或者產(chǎn)品促銷或者熱賣產(chǎn)品的信息，給用戶傳達(dá)凡客的最新信息，

55、用戶會根據(jù)自己感興趣的產(chǎn)品去點(diǎn)擊文字或者圖片鏈接，增加凡客的瀏覽量，也增加用戶對凡客的關(guān)注度，也在一定程度上增加用戶的購買。</p><p><b>　　4、病毒式營銷</b></p><p>　　病毒式營銷并非利用病毒或者流氓插件來進(jìn)行宣傳的營銷方式，而是通過一套合理有效的積分制度引導(dǎo)并刺激用戶主動進(jìn)行宣傳，是建立在有益于用戶基礎(chǔ)之上的營銷模式。例如，凡客的體驗(yàn)營銷

56、活動中提供給用戶滿意的體驗(yàn)會促使用戶向他人傳播品牌或者產(chǎn)品的良好形象，造成口碑效應(yīng)。而引起互聯(lián)網(wǎng)業(yè)界廣泛關(guān)注的就是凡客實(shí)現(xiàn)了國內(nèi)互聯(lián)網(wǎng)第一個病毒式營銷，其主要的病毒式營銷的例子就是凡客體的盛行。凡客在以王珞丹與韓寒為代言人的戶外廣告以及視頻廣告中采用了“愛XX愛XX，愛XX愛XX，也愛XX，我不是XX，我是XX”的廣告宣傳文案模式，其文案的字體LOGO用微軟雅黑，描述部分用黑體，后來這種使用以上模式具有濃重草根基調(diào)且易于復(fù)制、模仿的廣告

57、文案字體模式被稱作凡客體。凡客此次的病毒式營銷實(shí)質(zhì)是無心插柳，所謂的“凡客體”原本出自前奧美創(chuàng)意總監(jiān)。遠(yuǎn)山廣告合伙人邱欣宇之手，后經(jīng)由互聯(lián)網(wǎng)廣大網(wǎng)友PS后廣泛傳播，經(jīng)網(wǎng)友的普遍傳播與互聯(lián)網(wǎng)。病毒式營銷的顯著特征就是客戶主動傳播品牌或者產(chǎn)品的信息。凡客體由于風(fēng)格比較簡單爽朗，容易PS，于是網(wǎng)友模仿它的，模式來進(jìn)行句式改造，再進(jìn)行傳播，在一定程度上宣傳到凡客這個品牌。</p><p><b>　　5、微博營

58、銷</b></p><p>　　微博營銷是指在微博這么一個作用于用戶關(guān)系的信息分享、傳播以及獲取平臺上進(jìn)行的營銷活動，主要包括發(fā)布企業(yè)的活動信息、粉絲互動等。微博營銷與活動營銷、植入式廣告、客戶服務(wù)的新平臺、品牌營銷環(huán)環(huán)相扣、2009年9月3日，新浪微博上的“VANCL粉絲團(tuán)”正式成立。VANCL利用其官方新浪微博“VANCL粉絲團(tuán)”發(fā)布VANCL和VANCL會員或者微博粉絲互動的活動信息、轉(zhuǎn)發(fā)粉絲穿

59、上凡客服裝的展示圖、發(fā)布凡客企業(yè)活動的信息和發(fā)布凡客企業(yè)內(nèi)部成員活動的信息，并且制造凡客時尚家、秀凡客、凡客體等話題營銷，并且凡客的粉絲不斷轉(zhuǎn)發(fā)官方微博的信息，提高了凡客的曝光率，以及塑造了凡客品牌親民的形象。</p><p>　　三、凡客誠品的網(wǎng)絡(luò)營銷策略</p><p>　　1、凡客誠品的產(chǎn)品策略</p><p>　　凡客誠品的產(chǎn)品由著名設(shè)計師領(lǐng)銜企劃，集結(jié)頂級

60、男裝品牌經(jīng)典款式之精華，同時參考亞洲男士的體型特點(diǎn)，精選高支面料貼身制作，作為用戶以中等價位享受奢侈品質(zhì)，提倡簡約、縱深、自在、環(huán)保。在款式簡單、用色謹(jǐn)慎的風(fēng)格下，來自意大利的凡客誠品設(shè)計理念歸納：取出不必要裝飾，強(qiáng)調(diào)舒適性和表現(xiàn)不繁復(fù)的優(yōu)雅。</p><p>　　任何產(chǎn)品，只有適合目標(biāo)消費(fèi)群體的需求、好惡的產(chǎn)品才可能達(dá)到好的銷售效果。而凡客誠品既然將消費(fèi)者定位于25-35階段的用戶群，那么產(chǎn)品無論是從質(zhì)量還是從

61、設(shè)計風(fēng)格上來說同樣都應(yīng)該適應(yīng)他們的消費(fèi)習(xí)慣。相對于PPG的消費(fèi)群體，凡客面對的消費(fèi)群體更加成熟一些。他們不在注重絢麗、鮮艷、時髦、花哨的風(fēng)格，而是更注重品質(zhì)、品味、實(shí)用和舒適。因此，與這些追求對應(yīng)的產(chǎn)品定位與設(shè)計，則應(yīng)該是凡客誠品的設(shè)計師們工作的重心。</p><p>　　2、凡客誠品的價格策略</p><p>　　凡客誠品目前的價格上可以說是一般男士都能夠穿得起，更何況它又推出了許多優(yōu)惠

62、活動，只要你沒事兒的時候經(jīng)常到凡客誠品的網(wǎng)站上溜達(dá)溜達(dá)，就能夠得到意外收獲，因此它的優(yōu)惠活動會使你的網(wǎng)上采購車滿滿的同時，你的錢包也不會因此而減少多少。凡客誠品一直都在實(shí)行低價策略，比如我們比較常見的一則廣告“199元四件襯衫”初體驗(yàn)，這對凡客誠品迅速擴(kuò)大市場占有份額，占領(lǐng)市場是極為重要的，凡客誠品整體策略就是先以低價格，高品質(zhì)迅速占領(lǐng)市場份額，雖然說以這樣的價格推出，凡客誠品也是沒有虧本的。但是以這樣的價格在市場上推出也是很低的，把大

63、部分的利益空間讓給消費(fèi)者，凡客誠品這樣做的目的是迅速擴(kuò)充市場，先讓消費(fèi)者購買體驗(yàn)，這是你的數(shù)據(jù)就進(jìn)入他們的數(shù)據(jù)庫，凡客再采取QQ，郵件等方式向你追加其他產(chǎn)品。</p><p>　　3、凡客誠品的渠道策略</p><p>　　在中國服裝品牌多樣化的今天，大部分服裝都是選擇傳統(tǒng)的銷售渠道，尋找分銷商，加盟商等手段，但是凡客誠品看到了傳統(tǒng)的渠道有太多的不可控制性依賴，所以凡客高層在成立之初就決定

64、使用網(wǎng)絡(luò)直銷模式。</p><p>　　網(wǎng)絡(luò)直銷實(shí)現(xiàn)的購買和交易的信息過程是與其實(shí)物流程分離的。這個信息過程包含著大量的反映交易雙方信用能力的信息及市場機(jī)制下的商業(yè)規(guī)則信息的認(rèn)同，而其實(shí)物流程則是以產(chǎn)品質(zhì)量、便捷高效的運(yùn)輸服務(wù)體系為保證，因此網(wǎng)絡(luò)直銷的運(yùn)作需要有成熟的市場機(jī)制、信用服務(wù)體系、物流配送體系為基礎(chǔ)。</p><p><b>　　4、結(jié)論</b></p

65、><p>　　企業(yè)可用的網(wǎng)絡(luò)營銷手段還有很多，比如在新聞組中發(fā)布信息，利用特定事件吸引訪問者，開辟熱點(diǎn)或者專題論壇與消費(fèi)者共同討論，讓消費(fèi)者共同參與產(chǎn)品的設(shè)計，建立友情鏈接，提供免費(fèi)郵件、免費(fèi)搜索引擎、免費(fèi)代理、免費(fèi)視屏點(diǎn)播等免費(fèi)網(wǎng)上服務(wù)。</p><p>　　展望未來，網(wǎng)絡(luò)營銷在我過中小企業(yè)實(shí)施的前景是十分可喜的。這是由于大多數(shù)中小型企業(yè)的管理者已經(jīng)意識到了開展網(wǎng)絡(luò)營銷的好處，并積極投身與企