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Research on the Internet Marketing Channel of Clothing Products in China

Author: DaiLin
Tutor: SunGuoQiang
School: Shanxi University of Finance
Course: Business management
Keywords: Garment enterprises Apparel products Network marketing channels Channel management
CLC: F426.86
Type: Master's thesis
Year: 2010
Downloads: 1101
Quote: 3
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Abstract


China from access to the Internet since 1994 , access by the telephone dial-up to the special line broadband , to the fiber-optic broadband until now , wireless Internet (GPRS) and Bluetooth technology , the Internet has been rapid development and the rapidly growing popularity . The rapid penetration of network technology to the apparel industry has been the Internet is becoming an important medium of exchange between garment enterprises and consumers , online marketing channels showed tremendous advantage has been perceived by many garment enterprises . China is the world garment production and consumption of superpower , many garment enterprises , numerous clothing brand , after joining the WTO , foreign garment enterprises have also begun to enter the Chinese market , an increasingly competitive market . Facing a serious situation , some far-sighted and garment enterprises began to explore new types of clothing marketing channel mode , in order to be efficient , interactive , real-time to meet consumer demand , access to consumer loyalty , and thus enhance the competitive advantage of enterprises . However , the construction of the network marketing channel is influenced by many factors , and has become an important research topic in academia and garment enterprises face in practice , how to build an efficient network of marketing channels . The first products network marketing status quo of China 's clothing , analysis of the factors restricting the development , and then select , construction and management of the network marketing channel elaborate , analyzed and summarized China 's garment enterprises in the actual network marketing channel construction practice experience and lack of direct and indirect suggestions for the clothing enterprise network marketing channel construction , from the choice of the network marketing channel integration and coordination of the three specific management measures . The main innovation of this paper is to : First, with the development of network technology , the factors restricting the development of apparel products network marketing changing bottlenecks in the network marketing channel for apparel products more feasible countermeasures . Second, specific measures of garment enterprises in the network marketing channel construction more detailed operational practice .

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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