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网络营销课程设计说明书设计题目:凡客诚品网络营销院系：经济管理学院专业班级：电子商务09-1学生姓名：谢丽杰、赵晨伟、王英、张燕玲指导教师：侯艳辉2013年01月10日目录1序言..................................................................................................................................51.1问题的提出..........................................................................................................51.2国内外研究现状...............................................................................................62.网络营销环境分析................................................................................................82.1市场环境分析.....................................................................................................82.2企业形象分析.....................................................................................................92.3产品分析............................................................................................................102.4竞争分析...........................................................................................................112.5消费者分析........................................................................................................133.凡客诚品SWOT分析............................................................................................153.1凡客4P运营模式的优势分析（S）...........................................................153.2凡客劣势分析（w）........................................................................................193.3.挑战中的机遇（O）......................................................................................203.4凡客面临的危机分析（T）...........................................................................214网络营销策略......................................................................................................224.1营销目标和战略重点......................................................................................224.2目标市场细分和定位......................................................................................224.3产品策略............................................................................................................244.4价格策略............................................................................................................254.5渠道策略............................................................................................................264.6促销策略............................................................................................................264.7营销网站规划、设计和推广策略...............................................................275.客户关系管理.........................................................................................................325.1建立多渠道客户资料收集与沟通方式......................................................335.2实现客源渠道与销售的整合联系...............................................................335.3凡客诚品的客户管理与经营数据挖掘......................................................335.4奉行不定时发动媒体效应，来创造机会，在不断创造中前进.........345.5坚守职业道德...................................................................................................346方案实施计划............................................................