凡客诚品网络营销策略及问题分析摘 要互联网技术领域的创新，使网络营销占据主导地位，这将成为未来营销发展的一大趋向。凡客诚品是在 B2C 模式下快速发展起来的一个代表性的企业，很值得其他网络营销企业效仿，因此本文通过对凡客诚品的分析，来获得值得为其它企业的运营提供借鉴的地方。首先，分析中国网络营销市场的现状和凡客诚品在这种环境下的发展，然后通过产品、价格、渠道和促销策略这四种策略作为凡客诚品的营销策略来展现出凡客诚品的优势和成功。然后总结出凡客诚品在它的营销策略中存在的问题：产品策略中品类过杂，质量参差不齐；价格策略中低价使定位不清晰；渠道策略中产业链整合薄弱；促销策略中广告费用过多投入。针对问题，提出相应对策：加强质量的控制，不断创新新型产品；改变价格策略，明确市场定位；完善产业链，稳中求胜；改变广告策略，来注重品牌塑造。关键词：凡客诚品；网络营销；营销策略AbstractInnovation on the field of Internet technology, so that the dominant position of network marketing, which will become a major trend in the future marketing development. VANCL is a representative enterprise rapid development in B2C mode, it is worth of other network marketing companies to follow, so this paper through the analysis of VANCL, to get worth reference for other enterprises operating place. First, analyze the current situation and China VANCL network marketing in this environment of development, and then through the product strategy, price strategy, channel strategy and promotion strategy of the four strategies as VANCL marketing strategy to show the strength and success of vancl. Then summarizes the existing in its marketing strategy VANCL problem: product strategy product class complex, uneven quality; price strategy in price positioning is not clear; the industrial chain integration channel strategy promotion strategy advertising is weak; the excessive cost of investment. To solve the problem, put forward the corresponding countermeasures:...
