目 录摘要................................................................I关键词..............................................................I引言................................................................11 韩都衣舍的基本情况...............................................22 韩都衣舍线上旗舰店优势...........................................22.1 品牌折扣力度优势...............................................22.2 VIP 专属客服及售后优势.........................................32.3 明星代言及 IP 联名优势..........................................32.4 对比国内外快时尚品牌的优势.....................................33 韩都衣舍的线上推广策略...........................................43.1 线上促销力度大，花样多.........................................43.2 线上推广策略契合实际，受欢迎...................................53.3 天猫聚划算、小黑盒新品及店铺直播促销...........................54 韩都衣舍线上推广策略存在的问题...................................64.1 线上促销时限短及差价问题.......................................64.1.1 线上促销时限短问题...........................................64.1.2 差价问题.....................................................64.2 店铺会员积分兑换种类单一问题...................................74.3 广告推广效果低成本高，媒介选择单一.............................74.4 线上推广方式不够创新...........................................84.5 客服人员培训不够，营销能力差...................................85 相应的改进措施...................................................95.1 增加促销时间及时补差价.........................................95.2 增加礼品兑换的种类及积分......................................105.3 合理分配广告资源，选择热门传播媒介............................105.4 组合多种优惠促销模式，实现线上推广方式创新....................105.5 及时加强客服培训，掌握营销技巧................................11结语...............................................................11参考文献..................................................
