消费者行为及营销对策-以波斯登公司为例目录...............................................5....................................................5............................................5..............................................5...............................................5...............................................5....................................................6...............................6..............................................6......................................................6...........................7..............................................7..............................................7.......................................8.......................................8.......................................8.............9..............................................9..........................................9...................................9....................................10..............................10...............................................10...................................10...................................11.............................11.....................................................11...................................................13.................................................14摘要对于传统服装企业来说，互联网对其造成的冲击和影响在所难免，波司登公司就是其中一个典型的例子。但是，波司登企业未能重视互联网在其发展中所扮演的重要角色，仍然坚持传统的生产、销售模式，从而在实际的销售过程中遭遇到各种困难，波司登企业要面临产品同质化、竞争激烈化、线下渠道销售额萎缩，消费者购物习惯改变等诸多问题，因此，能够在，迅速抓住这机遇，调整发展战略，解决以上几个重大问题，增强自己的核心竞争力，是波司登企业的出路所在。当前，传统服装企业如何转型已经成为学术界和业界关注的一个热点问题，本课题将以互波斯登公司消费者行为为主要切入点，深入分析互联发展下波司登营销存在的问题，从而提出相应的解决方案，以期为我国服装行业的发展有一定的借鉴意义和现实指导意义。关键词：网络营销，营销策略，波司登AbstractFortraditionalapparelenterprises,theimpactandimpactoftheInternetonthemisinevitable,BostonCompanyisoneofthetypicalexamples.However,BostenenterprisesfailedtoattachimportancetotheimportantroleplayedbytheInternetinitsdevelopment,andstilladheredtothetraditionalproductionandsalesmodel,thusencounteringvariousdifficultiesintheactualsalesprocess.Bostenenterpriseshavetofacemanyproblems,suchasproducthomogenization,fiercecompetition,salesshrinkageofofflinechannels,changesinconsumershoppinghabits,andsoon.Therefore,theycanbeinterconnected.Underthebackgroundofinternet,itisthewayoutforBostontoseizethisopportunity,adjustitsdevelopmentstrategy,solvetheabovemajorproblemsandenhanceitscorecompetitiveness.Atpresent,howtotransformtraditionalgarmententerpriseshasbecomeahotissueinacademiaandindustry.ThistopicwilltakethecharacteristicsofBoston'sconsumersintheInterneteraasthemainbreakthroughpoint,deeplyanalyzetheproblemsexistinginBoston'smarketingunderthedevelopmentofinterconnection,andthenputforwardcorrespondingsolutions,withaviewtoprovidingsomereferenceandrealisticreferenceforthedevelopmentofChina'sgarmentindustry.Guidingmeaning.Keywords:Internetmarketing,marketingstrategy,Boston第一章绪论1.1研究背景经过30多年的发展快速发展，我国现代服装行业已经步入了稳定发展时期，纵观我国目前的服装市场，已经形成了一些具有品牌影响力的服装品牌，例如劲霸、七匹狼、利郎波司...
