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

Abstract

With the rapid development of China’s economy, the current large number of “fast fashion” clothing brand quickly rise to become China’s clothing market in the new bright spot. Compared to many foreign fast fashion brand, China’s fast fashion brand there is a slow process of enterprise product replacement, network sales costs higher issues, to make China’s fast fashion brand out of the woods, must seek solutions from all sides. At the same time, in the current rapid development of China’s e-commerce industry under the influence of the traditional industries have been varying degrees of impact. As one of the traditional industries of women’s clothing industry, has been facing a slow development situation. Many women’s clothing company has been through channels and sales innovation to achieve the upgrading of the industry and enhance the brand’s purpose to change the present. Women clothing apparel business development time is very short, women’s clothing e-commerce sales process there have been many problems to be solved. Therefore, based on the theory of 4R network sales and the actual situation of China’s fast fashion brand, this paper studies the network marketing strategy of “forest bird” women’s clothing category and puts forward the improvement suggestions. The second part, through a large number of literature review, 4P, 4C, 4R network sales theory to elaborate and comparative analysis; the third part, first of all, the first part of the article, focusing on the background and significance of this article; This paper introduces the general development of “forest bird” women’s clothing, and then analyzes the network sales of “forest bird” women’s clothing, and finds out the problems of its current network marketing strategy. The fourth part is the key chapter of this paper. According to 4R network sales theory, In the fifth part, this paper puts forward the implementation steps and safeguards measures for the network marketing strategy designed in the above section. In the fifth part, this paper puts forward the implementation steps and the safeguard measures of the network marketing strategy of the “forest bird” women’s network marketing strategy, such as the relationship, the reaction, the relationship and the compensation. Finally, the paper summarizes the full text and puts forward the prospect of research.

Keywords:Women’s clothing; network sales;Forest bird ladies