近些年，中国箱包业在“一衣一包”的需求潮流推动下快速发展。中国 B2C 电商模式 将会成为零售业的主体，人们的购物观念和方式将发生革命性的变革，中国箱包业是这 场变革的马前卒。 KG 旗舰店是淘宝商城（2012 年初更名为“天猫”）中一家男士箱包店铺，为提升品 牌形象、增加销售额，本文对该店 2012 年度在淘宝商城的业务作了全面的营销规划。 本文简述了选题的背景与意义，介绍了研究实体 KG 店的组织架构和运营机制，分 析了其外部市场环境、行业环境、竞争环境、消费者特性等情况，梳理总结了内部资源、 经营能力、组织匹配等情况，运用 SWOT 法进行综合分析，并按性别、规模、年龄、 功能对我国箱包市场进行细分，确定 KG 店目标市场为中国男士皮包具，市场定位为白 领男士等中等消费群体，进而提出 KG 店 2012 年经营目标、产品策略、包装策略、价 格策略、渠道策略、促销策略、服务营销策略，确定了重点发展网页优化、搜索引擎优 化、淘宝客、E-mail、博客、网站 FAQ、配送优化等服务营销手段，细化了 2012 年经 营目标执行计划，并分析投资收益和经营风险，针对品牌风险、竞争不确定性风险、产 品品质风险、成本风险、达不到目标的风险提出了调控措施，形成了完整的 KG 店 2012 年营销方案。从财务分析的结果上看，本营销方案是可行的。它不仅从理论上也从实践 上对 KG 店品牌建设和可持续发展提供了切实可行的方案，具有较强的操作性。 关键词，网络营销 ；B2C； 网络推广；箱包II ABSTRACT China’s suitcase & bag industry will develop rapidly in a few years’ time driven by the trend “one person with one suitcase and several bags”, B2C e-commerce will become a major retail business pattern and consumer’s shopping concept and approach will experience a revolution, in which the industry of suitcase & bag will be a pioneer. KG store Taobao Mall (renamed in early 2012 as cat) in a men's luggage shop, to enhance the brand image, increase sales.This paper a comprehensive marketing plan.of KG flagship 2012 in Taobao Mall. This paper briefly talks about the background and significance of the topic, reviews current literature on the study results of online marketing strategy, online marketing tactics, the status quo and development of the industry of suitcase & bag, the consumption of fashion products, etc., and introduces the organizational structure, duties of different levels, the operating conditions in 2011 and existing problems of KG Store, the subject under research. Starting with the operation and development of KG Store, the paper first analyzes, among other things, its external market environment, industrial environment, competition environment and characteristics of consumers and sorts out its internal resources, operating capacity, organizational matching, etc.; then with the help of a SWOT Analysis, the paper subdivides China’s suitcase & bag market on the basis of different genders, ages, scales and functions, with the male gender in China as KG Store’s target market and middle-class consumers such as white-collar males as the store’s market position, and sets up a medium-term purpose of becoming one of the top brands in Tmall; and based on the above two, the paper brings forward KG Store’s future development strategy and its operating target in 2012, comes up with KG Store’s tactics for products, package, price, marketing channel, promotion and service marketing in 2012, puts its priority on the development of service marketing like the optimization of search engine, Taobaoke (individuals or websites who promotes products for sellers in Taobao),E-mail, blog, FAQ, and so on, goes into details about the plan of reaching the operating goals of 2012 in addition to an analysis on investment returns and operating risks, and proposes regulating measures against brand risk, competition’s uncertainty risk, products quality risk, cost risk and the risk of unable to reach the objective, all of which forms a complete marketing scheme for KG Store in 2012. Key Words: online marketing; B2C; online promotion; suitcase & bagIII 目 录 摘要...........................................................................................................................................I ABSTRACT...............................................................................................................................II 图表目录.................................................................................................................................VII 第一章 绪论..............................................................................................................................1 1.1 选题的背景与意义 ......................................................................................................... 1 1.2 文献综述 ......................................................................................................................... 3 1.2.1 网络营销战略文献综述........................................................................................... 3 1.2.2 网络营销策略文献综述........................................................................................... 4 1.2.3 箱包行业文献综述................................................................................................... 5 1.2.4 时尚产品消费行为文献综述................................................................................... 6 1.3 研究的主要内容与方法 ................................................................................................. 6 第二章 公司概况......................................................................................................................9 2.1 公司历史、组织架构及现状 ......................................................................................... 9 2.2 2011 年销售情况及存在问题........................................................................................ 10 2.3 本章小结 ........................................................................................................................ 12 第三章 营销环境分析............................................................................................................13 3 .1 外部环境分析 .............................................................................................................. 13 3.1.1 宏观环境分析......................................................................................................... 13 3.1.2 行业环境分析.......................................................................................................... 18 3.1.3 竞争环境分析......................................................................................................... 25 3.1.4 消费者分析........................................................................................................... 29 3.2 内部环境分析 ............................................................................................................... 32 3.2.1 KG 旗舰店资源分析 ............................................................................................... 32 3.2.2 KG 旗舰店能力分析 ............................................................................................... 34 3.2.3 KG 旗舰店组织匹配分析 ....................................................................................... 35IV 3.3 KG 旗舰店 SWOT 分析 ................................................................................................ 37 3.4 KG 旗舰店的战略选择.................................................................................................. 40 3.5 本章小结 ........................................................................................................................ 41 第四章 STP 战略....................................................................................................................42 4.1 市场细分 ....................................................................................................................... 42 4.1.1 按性别分................................................................................................................. 42 4.1.2 按收入分................................................................................................................. 42 4.1.3 按年龄分................................................................................................................. 42 4.1.4 按功能分................................................................................................................. 43 4.1.5 按产品质地分......................................................................................................... 43 4.1.6 按产品款式分......................................................................................................... 43 4.2 目标市场选择 ............................................................................................................... 43 4.3 市场定位 ....................................................................................................................... 45 4.4 2012 年销售预测 ........................................................................................................... 45 4.5 本章小结 ........................................................................................................................ 46 第五章 营销组合策略............................................................................................................ 47 5.1 产品策略 ....................................................................................................................... 47 5.1.1 产品现状................................................................................................................. 47 5.1.2 2012 年产品规划..................................................................................................... 49 5.1.3 包装策略................................................................................................................. 50 5.2 价格策略 ....................................................................................................................... 52 5.2.1 目前市场上的价格................................................................................................. 52 5.2.2 定价策略................................................................................................................. 53 5.3 渠道策略 ....................................................................................................................... 54 5.4 促销策略 ....................................................................................................................... 54V 5.5 本章小结 ........................................................................................................................ 56 第六章 服务营销策略............................................................................................................57 6.1 售前服务策略 ............................................................................................................... 57 6.1.1 页面优化................................................................................................................. 57 6.1.2 搜索引擎优化（直通车）................................................................................... 57 6.1.3 淘宝客..................................................................................................................... 59 6.1.4 E-mail 营销 .............................................................................................................. 59 6.1.5 博客营销................................................................................................................. 60 6.2 售中服务策略 ............................................................................................................... 60 6.2.1 网站 FAQ ................................................................................................................ 60 6.2.2 即时信息阿里旺旺................................................................................................. 61 6.2.3 感谢信................................................................................................................... 62 6.3 售后服务策略 ............................................................................................................... 62 6.3.1 会员管理................................................................................................................. 62 6.3.2 物流配送优化......................................................................................................... 63 6.4 本章小结 ....................................................................................................................... 64 第七章 阶段执行计划............................................................................................................65 第八章 投资收益分析............................................................................................................ 70 8.1 投资安排 ....................................................................................................................... 70 8.2 2012 年销售额计划 ....................................................................................................... 70 8.3 预计成本 ....................................................................................................................... 71 8.4 收益分析 ....................................................................................................................... 72 8.5 本章小结 ....................................................................................................................... 73 第九章 经营风险与控制........................................................................................................ 74 9.1 经营风险分析 ............................................................................................................... 74 9.1.1 品牌风险与控制..................................................................................................... 74VI 9.1.2 竞争不确定性带来的风险与控制......................................................................... 74 9.1.3 产品品质风险与控制............................................................................................. 74 9.1.4 成本风险与控制..................................................................................................... 74 9.1.5 阶段目标未达的风险与控制................................................................................. 75 9.3 本章小结 ....................................................................................................................... 75