Clothing Enterprise Network Marketing Analysis And Research

A bullish trend of the development of the Internet has left any other existingtechnologies far behind, which provides a high efficiently propagate forum for globalinformation communication. There is an amount of enterprises around the worldkeep their eyes on the enormous business opportunities of the Internet. So, they allstart to use the Internet to expand their enterprise’s business one after another. It helpsto combine the Internet and marketing together, which brings out the networkmarketing. It grows up extremely fast, also, push enterprises forward at the sametime. China, as the garment industry production and consumption country, should putinto a high level of enthusiasm and grasp this opportunity. This is also an inevitablechoice for Chinese garment enterprises to show themselves out on the world stage.Erdos is the leader of Chinese cashmere garment enterprises, and has gonethrough more than thirty years. Therefore, this brand plays a very important role inmost customers’ heart. With the advent of the era of network economy, the Groupwill also expand the scope of business to network market. In this thesis, theoriessummary of clothing network marketing will come for the first. Then, Erdos wastaken as a nice example to illustrate how network marketing works in Chinese garmententerprises. At last, we provide some brilliant suggestions or ideas for Erdos’network marketing tactics.This thesis is combined with Six Chapters.In the first chapter, we give out our research background, goals and the meaningof network marketing. Also, the network marketing development present situation ofChina and abroad is illustrated in a simple way.In Chapter Two, the focus is on the concept, theories and tactics of ClothingNetwork Marketing (CNM). Under the environment of CNM, we freshly explainstrategies of Product, Pricing, Channel and Promotional, compared with the traditionalmarketing theories: network of integrated marketing theory, network direct marketingtheory, network relationship marketing theory, network theory of global marketing,network consumer behavior theory and network services marketing theory.For the following three chapters (3rd,4th,5th), first, Erdos’ background, self-introduction, and present network marketing situation are analyzed briefly, whichforms the foundation of network marketing tactics for the Group. Secondly, followedby the analysis of the macro environment and micro environment of Erdos CashmereGroup network marketing, SWOT method was used to analyze advantages,weaknesses, opportunities and threats of network marketing for Erdos, in order to setthe network marketing goals. Based on Erdos’ network marketing tactics, networkmarketing strategy combinations are proposed. Those are portal strategy, the productsupplement development strategy, pricing strategy, short channel strategy and networkpromotional strategy. In the end, considering with Erdos’ actual situation, we providesome recommendations and advices for its network marketing tactics and recordfeedback from this company.