改革开放以来，大众开始逐渐追求生活水平，经济不断增长的同时服务业也 是高速增长。很多年轻人开始逐渐认可网络购物，甚至年纪大的人也开始 网购， 以往的营销已经不能满足如今的消费者。就这样，网购也面临着激烈的价格战和 飘忽不定的顾客重复购买率，服装网络营销在发展中也要有自己稳定的客户群， 方能在市 场竞争中保持优势。这就需要去分析并制定相应的网络营销策略。 本篇论文采用了文献研究法、实证研究法、案例分析法、定性和定量分析法， 根据网络营销的概念及营销理论 和分析模型为基础，分析南瓜谷女装网络营销现 状和存在的问题，以及南瓜谷女装网络内外部环境分析，并借此给出了南瓜谷女 装网络营销的优化策略及保障措施。为后续分析 提供理论参考依据。 这篇论文共分为七大板块：第一章，针对所选题目的背景以及意义还有国外 国内的研究现状、内容和方法进行了概括；第二部分，相关概念与支撑论文研究 的两个分析模型；第三部分，本章着重对南瓜谷女装网络营销的现状进行分析。 先介绍南瓜谷店铺，其次是以4P理论为主线，对南瓜谷女装网络营销的现状进 行阐述，并对南瓜 谷女装网络营销中存在的问题进行了深入的分析，为后续的优 化策略提供可靠依据；第四部分，南瓜谷女装的营销环境分析。主要从行业环境 分析和SWOT分析两方面对南瓜谷女 装网络营销面临的形势进行了内外环境分析； 第五部分，南瓜谷女装网络营销策略优化。针对前面的分析，还是在4P营销理 论的基础上针对南瓜谷女装网络营销策略进行了优化 ；第六章，南瓜谷女装网络 营销的保障措施，为保障网络营销效果最大化实施，本章着重从人力、制度等五 个方面提出具体保障措施。最后，对南瓜谷女装网络营销进行了小结 与后续发展 的期望。 数据研究表明，南瓜谷女装网络营销还有一些问题：一是产品策略方面，没 有清晰的市场定位且服装品牌塑造力度不足；二是价格策略方面，产品定价略高 且价格浮动区间受限；三是渠道策略方面创新不足；四是促销策略方面比较表面。 基于存在的问题，用波特五力模型和SWOT对南瓜谷女装的网络营销面临的形势 进行内外原因分 析，再以本文采用的理论为主线，提出南瓜谷女装网络营销策略 优化：一是产品改进策略，提升知名度和塑造绿色服装品牌，按照市场需求创新 产品，差异化营销应对不同市场 竞争；二是价格改进策略，利用政策适当调整价 格；三是渠道改进策略，改善拓宽渠道营销，加强与客户的信息交流；四是促销 改进策略，如传播推广、广告促销、品牌联盟营 销。通过南瓜谷女装网络营销的 管理，以早日适应当前的市场环境，并实现最终的经营目标。 关键词：南瓜谷女装；网络营销；营销策略 II Abstract Sincethereformandopeningup,thepublicbegantograduallypursuethe standardofliving.Manyyoungpeoplearebeginningtoacceptonlineshopping,and evenolderpeoplearebeginningtoshoponline.Inthisway,onlineshoppingisalso facedwithfiercepricewarsanderraticrepeatpurchaserateofcustomers.Inthe developmentofonlineclothingmarketing,itisnecessarytohaveitsownstable customerbaseinordertomaintainitsadvantagesinthemarketcompetition.This needstoanalyzeanddevelopthecorrespondingnetworkmarketingstrategy. Thispaperadoptsliteratureresearch,caseanalysis,empiricalstudy,qualitative andquantitativeanalysismethod,accordingtotheconceptofnetworkmarketingand themarketingtheoryandanalysismodel,analysisofpumpkinvalleywomen's clothingnetworkmarketingpresentsituationandtheexistingproblems,andpumpkin valleywomen'snetworkofinternalandexternalenvironmentalanalysis,andgivesthe pumpkinvalleywomen'sclothingnetworkmarketingoptimizationstrategyand safeguardmeasures.Itprovidestheoreticalreferenceforsubsequentanalysis. Thispaperisdividedintosevenparts:thefirstchaptersummarizesthe backgroundandsignificanceofthetopic,aswellastheresearchstatus,contentand methodsathomeandabroad;thesecondpart,relatedconceptsandtwoanalysis modelssupportingtheresearchofthepaper;thethirdpart,thischapterfocusesonthe analysisofthecurrentsituationofpumpkinValleyWomen'sonlinemarketing.Firstly, itintroducespumpkinValleyshop,secondly,ittakes4Ptheoryasthemainlineto elaboratethecurrentsituationofpumpkinValleyWomen'swearonlinemarketing, andanalyzestheproblemsexistinginpumpkinValleyWomen'swearonline marketing,whichprovidesreliablebasisforthesubsequentoptimizationstrategy;the fourthpart,themarketingenvironmentanalysisofSouthernmelonValleyWomen's wear.MainlyfromtwoaspectsofindustryenvironmentanalysisandSWOTanalysis, thispaperanalyzestheinternalandexternalenvironmentofpumpkinValleyWomen's clothingnetworkmarketingsituation;thefifthpart,pumpkinValleyWomen'sclothing networkmarketingstrategyoptimization.Inviewofthepreviousanalysis,oronthe basisof4Pmarketingtheory,thepaperoptimizestheonlinemarketingstrategyof women'swearofpumpkinvalley;chaptersix,thesafeguardmeasuresofonline marketingofwomen'swearofpumpkinValley,inordertoensurethemaximum implementationoftheeffectofonlinemarketing,thischapterputsforwardspecific safeguardmeasuresfromfiveaspectssuchasmanpowerandsystem.Finally,the III papersummarizesthepumpkinValleyWomen'sclothingonlinemarketingandthe expectationofthefollow-updevelopment. Dataresearchshowsthattherearestillsomeproblemsintheonlinemarketingof women'sclothingofpumpkinvalley.First,thereisnoclearmarketpositioningin termsofproductstrategyandinsufficienteffortsinbuildingclothingbrands.Second, intermsofpricestrategy,theproductispricedslightlyhigherandthepricerangeis limited.Third,thechannelstrategyinnovationisinsufficient;Fourth,thepromotion strategyismoresuperficial. Basedontheexistingproblems,usingthepotterfivemodelandSWOTof pumpkinvalleywomen'sclothingnetworkmarketingsituationfacingtheinternaland externalcauseanalysis,inthispaperusingthetheoryasthemainline,putforwardthe pumpkinvalleywomen'snetworkmarketingstrategyoptimization:oneistheproduct improvementstrategy,improvevisibilityandshapinggreenclothingbrand, innovativeproductsaccordingtomarketdemand,differentialmarketingresponseto differentmarketcompetition;Second,thepriceimprovementstrategy,usingpolicyto adjustthepriceappropriately;Third,channelimprovementstrategy,improveand expandchannelmarketing,andstrengthentheinformationexchangewithcustomers; Fourth,promotionimprovementstrategy,suchascommunicationandpromotion, advertisingpromotion,brandalliancemarketing.Throughthemanagementof networkmarketingofwomen'swearinpumpkinvalley,inordertoadapttothe currentmarketenvironmentassoonaspossible,andtoachievetheultimatebusiness objectives. Key-words：PumpkinValley'sWomen'sClothing;networkmarketing;marketing strategy 1 目录 1.绪论····1 1.1研究背景及意义··1 1.1.1研究背景····1 1.1.2研究意义····1 1.2文献综述···········2 1.2.1国内外研究现状·············2 1.2.2简要评述····4 1.3研究内容及方法··5 1.3.1 研究内容···5 1.3.2研究方法···6 2.相关理论基础··········7 2.1网络营销概念·····7 2.1.1网络营销理论················7 2.1.2 网络营销与传统营销之间的联系和差别·7 2.1.3网络营销的特点·············7 2.2理论与分析模型··8 2.2.14P营销理论················8 2.2.2波特五力模型概述········8 2.2.3SWOT分析模型概述·····8 3.南瓜谷女装网络营销现状分析·····9 3.1南瓜谷店铺概况··9 3.1.1基本情况····9 3.1.2组织机构····9 3.1.3主营产品···10 3.1.4市场情况···11 3.2南瓜谷女装网络营销现状······11 3.2.1产品现状···11 3.2.2价格现状···12 3.2.3 渠道现状···12 3.2.4促销现状···13 3.3南瓜谷女装网络营销中存在的问题············13 3.3.1产品策略存有的问题······13 2 3.3.2价格策略存有 的问题······13 3.3.3渠道策略存在的问题······14 3.3.4促销策略存在的问题······14 4.南瓜谷女装网络营销环境分析·····16 4.1行业环境分析—根 据波特五力模型············16 4.1.1行业内现有竞争者·········16 4.1.2潜在进入者17 4.1.3替代品······17 4.1.4供应商议价能力····· ·······17 4.1.5购买者议价能力············18 4.2南瓜谷女装网络营销SWOT分析·············18 4.2.1南瓜谷的优势········· ······19 4.2.2南瓜谷的劣势···············19 4.2.3南瓜谷的机遇···············20 4.2.4南瓜谷的威胁············ ···20 5.南瓜谷女装网络营销策略优化····22 5.1产品改进策略···22 5.1.1提升知名度和塑造绿色服装品牌·········22 5.1.2按照市场需求创新设计产品·