毕业答辩论文凡客诚品营销策略分析毕业论文（设计）题 目 凡客诚品营销策略分析 院（系） 专 业 学生姓名 学 号 完成日期:2025 年 月 日凡客诚品的营销策略分析【摘要】：凡客诚品作为典型 B2C 模式的服装直销网站，具有很大的讨论价值。文章运用经典的营销分析工具 SWOT 方法，系统地讨论凡客诚品的营销策略。在分析了 B2C 的进展现状和对凡客的基本概括进行简单的介绍之后，通过对凡客诚品营销的 SWOT 分析对它的竞争优势，竞争劣势，面临机会和外部威胁进行分析，并从网络病毒营销策略，体验营销策略，口碑营销策略，会员制体系，其他营销方式等多角度对凡客诚品的网络营销组合策略进行了分析，从而对凡客诚品的营销策略提出完善建议。【关键词】：网络营销；凡客诚品；策略Vancl marketing strategy analysisAbstract: Vancl is known as a typical B2C non-store clothing-selling website, and has a great value of research. In this article we analyzed the development and situation of B2C. The marketing strategy of Vancl was systematically discussed in the method of SWOT. Besides, the advantages and disadvantages, opportunities and challenges of Vancl’s market competition were stated in detail. After an analysis of multiple marketing strategies (net-virus marketing strategy, experience marketing, reputation marketing strategy, membership system etc.), some marketing-strategy suggestions were presented to improve the marketing management of Vancl.Key words: Network Marketing, Vancl , Strategy目 录引 言 .......................................................................... 2 第 1 章 B2C 进展现状与凡客诚品简介 .......................................... 3 B2C 进展现状 .................................................................. 3 网上购物市场交易规模 ........................................................ 3 国内 B2C 电子商务进展趋势 ................................................... 3 B2C 企业的市场占有率 ........................................................ 4 B2C 服装...
