为此,笔者采用了文献研究法、比较分析法、案例分析法等研究方法。首
先,本文应用营销学的相关理论对 VERO MODA 营销模式现状及效果进行分
析;其次,采取比较分析法对比分析了 VERO MODA 与 ZARA 营销模式的不
同,从中找出 VERO MODA 营销模式存在的问题;再次,结合品牌特点和当
前的市场环境,对 VERO MODA 的“全渠道”营销模式进行了再设计。最后,
笔者从制度保障、人员保障、技术保障、资金保障等四个方面提出了 VERO
MODA 营销模式调整方案的实施保障措施
关键词:VERO MODA;营销模式;全渠道;服装零售业燕山大学工商管理硕士学位论文
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Abstract
Along with the network popularization, E-commerce platform has developed rapidly
in recent few years. After 2014, the major E-commerce platforms have shifted their focus
on mobile terminal which brings the clothing retail industry to the “age of mobile”.
Disproportionately, lots of clothing retailers still resort to establishing a physical store to
improve their sales volume. Despite the rigorous development of network retail, it hasn’t
changed the physical sales model--- “price increase+ shop opening” of our domestic
clothing industry. Through the research on the major theories of clothing marketing
models both at home and abroad, we find that the “All channel” marketing model can
satisfy both the main developing directions---large-scale & integration and specialization
& individualization, of international large clothing retailers, which makes it more and
more popular among companies and scholars. However, most domestic all channels
studies have focused on the retail industry or one specific industry which limits its
potential to put up specific strategic suggestions and conduct deep research and design on
one specific brand. By studying the retail marketing model of VERO MODE and
re-planning for all channel developing path, this paper can fill the vacancy and may
provide the references for the future development of domestic clothing retail brands.
Thus, the author has adopted various methods including literature research method,
comparative analysis and case study and etc. At first, analyzing the effect and current
situation of VERO MODA marketing model through the application of marketing
theories and then adopting comparative analysis to list the differences between VERO
MODA and ZARA in order to find out the existing problems of VERO MODA marketing
model.Next, the author has re-planned the VERO MODA marketing model by taking the
brands features and current market environment into consideration. At last, pointing out
implementing guarantee of VERO MODA marketing model adjusted plan from four
aspects: institution guarantee, staff guarantee, technical guarantee and finance guarantee.
Keywords: VERO MODA; sales model; all channel; clothing retail industry目 录
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目 录
摘要..........I
ABSTRACT ........... II
第 1 章 绪 论.......1
1.1 研究背景及研究意义..........1
1.2 国内外研究现状......3
1.2.1 国外研究现状....3
1.2.2 国内研究现状....5
1.2.3 国内外研究现状评述 ...7
1.3 本文研究内容..........8
1.4 本文研究方法..........8
第 2 章 相关概念与理论基础.......9
2.1 营销模式......9
2.1.1 概念及内涵........9
2.1.2 营销模式的构成9
2.1.3 营销模式的分类9
2.2 相关概念及理论....12
2.2.1 服装零售业......12
2.2.2 网络营销..........12
2.2.3 品牌定位..........13
2.2.4 顾客体验管理..13
2.2.5 长尾理论..........14
2.3 本章小结....14
第 3 章 VERO MODA 营销模式现状分析.......15
3.1 VERO MODA 服装品牌介绍 ......15
3.2 VERO MODA 营销模式现状及效果 ......15
3.2.1 买手模式的运用.........16
3.2.2 SPA 经营模式的运用..17燕山大学工商管理硕士学位论文
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3.2.3 O2O 模式的运用.........17
3.2.4 全渠道模式的尝试......19
3.3 VERO MODA 营销模式与 ZARA 营销模式的对比分析 .........21
3.3.1 买手模式的对比分析 .22
3.3.2 SPA 模式的对比分析..23
3.3.3 O2O 模式的对比分析.25
3.3.4 全渠道模式的对比分析 .........25
3.4 VERO MODA 营销模式存在的问题 ......28
3.4.1 营销理念落后..28
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