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攻读硕士学位期间的研究成果 河南科技大学管理学院毕业论文 PAGE  PAGE 10 凡客诚品全民营销策略探究 摘 要 近几年，国内的电子商务市场有了跨越性的发展，也涌现了一大批电子商务企业。电子商务企业在给网民带来购物方便的同时也增加了企业在品牌建设、网络营销等方面的成本。互联网应用的发展、网民对互联网的深入应用、营销理论及实践的层出不穷，使得电子商务企业如何更好地开展营销策略成为影响企业发展的重要因素。在电子商务发展如此迅猛的网络时代，要想让企业走向更高的高度，电子商务企业必须在营销模式上寻求新路径。因此，研究和评价B2C企业的营销策略，有着重要的理论与现实意义。互联网时尚品牌凡客诚品全民营销策略推出的社区化网购平台 “凡客达人”，不仅是电子商务进军社区化平台的一次全新探索，更是对电子商务企业营销模式的全新尝试。 本文在查阅电子商务网络营销方面的相关理论以及国内外社区化电子商务发展实例的基础上，对凡客诚品的全民营销策略进行分析。第一章简述了本文研究的背景、目的与意义以及研究思路和方法。第二章主要运用PEST分析、五力模型等分析方法从宏观环境、微观环境以及行业竞争性方面对凡客诚品的全民营销策略进行战略环境分析。第三章对凡客全民营销实施状况进行分析，并且分析其存在的问题。第四章在对其全民营销策略分析的基础上提出其营销策略的一些改进思考。 关 键 词：凡客诚品，社区化电子商务，全民营销，策略分析 Investigation on The Nationwide Marketing Strategy of Vancl ABSTRACT In recent years, the domestic e-commerce market has developed leapingly, a large number of the e-commerce businesses has emerged. E-commerce businesses brings Internet users shopping convenience, at the same time it increases enterprises investment and cost in many fields, such as brand-building and network marketing. The new situations that The development of Internet applications, in-depth application of the Internet users on the Internet and marketing theory and practice coming out one after another make how do the E-commerce companies carry out the marketing strategy in a better way become an important factor affecting the development of enterprises. In the Internet Age where electronic commerce has developed rapidly, if the e-commerce enterprises want to get a higher height, they must seek new paths in marketing mode. So the research and evaluation of B2C business marketing strategy has important theory and practical significance. The nationwide marketing strategy of the fashion Internet brand Vancl has launched community-based online shopping platform-Vancl Star. It is not only a new exploration of e-commerce into the community-based platform, but also a new attempt of marketing models for e-commerce businesses. The paper analyses Vancl nationwide marketing strategy, based on the theor