森林鸟女装网络销售研究报告摘要随着我国经济的快速发展，当前大量的“快时尚”服装品牌迅速崛起，成为中国服装市场中新的亮点。相较于许多国外快时尚品牌，中国本土的快时尚品牌存在着企业产品更新换代慢、网络销售成本较高等问题，要让中国本土的快时尚品牌走出困境，必须从各方面寻求解决方法。同时，在当前中国电子商务行业快速发展的影响下，传统行业受到了不同程度的冲击。作为传统产业之一的女装服饰行业，一直面临发展缓慢的局面。众多女装服饰公司一直想通过渠道和销售创新来达到升级产业和提升品牌的目的，以改变现在。女装服饰电商发展时间很短，女装服饰电子商务销售的过程中出现了很多的问题亟待解决。因此，本文以4R营销策略理论为基础，结合我国快时尚品牌的实际情况，对“森林鸟”女装服饰品类的营销策略进行了研究并提出改进意见。文章具体的框架如下第一部分，着重对本文的研究背景及意义进行阐述；第二部分，通过大量文献的查阅，对4P、4C、4R理论进行阐述及对比分析；第三部分，首先介绍“森林鸟”女装的总体发展情况，然后对“森林鸟”女装的网络销售情况进行分析，发现其现行营销策略存在的问题；第四部是本文的重点章节，根据4R营销策略理论，针对“森林鸟”女装营销策略存在的问题进行了关联、反应、关系、报酬四个方面的营销策略设计；第五部分，本文针对上文设计的营销策略提出了实施步骤及保障措施；最后，总结全文并提出研究的展望。关键词：女装服饰；网络销售；森林鸟女装AbstractWiththerapiddevelopmentofChina'seconomy,thecurrentlargenumberof"fastfashion"clothingbrandquicklyrisetobecomeChina'sclothingmarketinthenewbrightspot.Comparedtomanyforeignfastfashionbrand,China'sfastfashionbrandthereisaslowprocessofenterpriseproductreplacement,networksalescostshigherissues,tomakeChina'sfastfashionbrandoutofthewoods,mustseeksolutionsfromallsides.Atthesametime,inthecurrentrapiddevelopmentofChina'se-commerceindustryundertheinfluenceofthetraditionalindustrieshavebeenvaryingdegreesofimpact.Asoneofthetraditionalindustriesofwomen'sclothingindustry,hasbeenfacingaslowdevelopmentsituation.Manywomen'sclothingcompanyhasbeenthroughchannelsandsalesinnovationtoachievetheupgradingoftheindustryandenhancethebrand'spurposetochangethepresent.Womenclothingapparelbusinessdevelopmenttimeisveryshort,women'sclothinge-commercesalesprocesstherehavebeenmanyproblemstobesolved.Therefore,basedonthetheoryof4RnetworksalesandtheactualsituationofChina'sfastfashionbrand,thispaperstudiesthenetworkmarketingstrategyof"forestbird"women'sclothingcategoryandputsforwardtheimprovementsuggestions.Thesecondpart,throughalargenumberofliteraturereview,4P,4C,4Rnetworksalestheorytoelaborateandcomparativeanalysis;thethirdpart,firstofall,thefirstpartofthearticle,focusingonthebackgroundandsignificanceofthisarticle;Thispaperintroducesthegeneraldevelopmentof"forestbird"women'sclothing,andthenanalyzesthenetworksalesof"forestbird"women'sclothing,andfindsouttheproblemsofitscurrentnetworkmarketingstrategy.Thefourthpartisthekeychapterofthispaper.Accordingto4Rnetworksalestheory,Inthefifthpart,thispaperputsforwardtheimplementationstepsandsafeguardsmeasuresforthenetworkmarketingstrategydesignedintheabovesection.Inthefifthpart,thispaperputsforwardtheimplementationstepsandthesafeguardmeasuresofthenetworkmarketingstrategyofthe"forestbird"women'snetworkmarketingstrategy,suchastherelationship,thereaction,therelationshipandthecompensation.Finally,thepapersummarizesthefulltextandputsforwardtheprospectofresearch.Keywords:Women'sclothing;networksales;Forestbirdladies目录本科毕业设计（论文）............................................
