中国服装业营销模式探索:VANCL品牌营销案例  

Exploration towards Management Patterns of Chinese Garment Industry—Basis on VANCL Marketing Case

作　　者：雷培莉[1] 温波[1] 吴健[1] 胡雨田[2] 

机构地区：[1]北京化工大学经济管理学院,北京100029 [2]北京建筑工程学院经济管理学院,北京100044

出　　处：《经济研究导刊》2010年第9期166-169,共4页Economic Research Guide

摘　　要：进入数字化时代,电子商务正改变着工业化社会传统的、物化的营销模式,消费者可以直接通过网络完成购买行为,市场营销走入了新的阶段——网络营销阶段。以中国服装行业为背景,在分析服装行业的特点及经营模式的基础上,探讨了B2C网络营销模式的关键影响因素,最后以VANCL为例,分析其取得成功的原因及如何保持有效的竞争力。As mankind is stepping into digital period, electronic commerce is changing traditional and materialized marketing patterns of industrialize society and consumers have already utilized intemet to complete their purchasing behaviors, marketing is marching into a new era--Cybcr Marketing Era. This paper investigates crucial influencing factors of B2C cyber marketing patterns on the basis of analyzing garment industrial features and management patterns. Finally, taking VANCL as an example, the author endeavors to analyze reasons of their success and how to preserve effective competitive forces.

关 键 词：服装行业 经营模式 VANCL B2C网络营销 

分 类 号：F71[经济管理—产业经济]