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1、Research On Network Marketing Of Chinese Corporation Abstract As a part of marketing, clothing company network marketing is the combination of clothing company marketing technology, modern communication and network technology. The development of the network marketing apparel company can he

2、lp expand its China clothing market demand. Especially this method can satisfy the demand of some traditional clothing sales channel is very difficult to meet, such as some three line city, town and country. Research Chinese clothing network marketing company help clothing company with China clothin

3、g market development, such as mufti-level, mufti species. At the same time, for the implementation of the policy of expanding domestic demand in the Chinese, and the transformation of economic development too much relying on external demand pattern played what role. This paper puts forward some sugg

4、estions for the China clothing network marketing company, and analyses some advantages and disadvantages Chinese clothing company in network marketing. Keywords：clothing company, network marketing, website construction I. ADVANTAGE OF DEVELOPMENT OF NETWORK MARKETING OF CHINES

5、E CLOTHING COMPANY A. Upgrade of Chinese clothing sale provides inevitable prerequisite for network marketing of clothing company Clothing is an indispensable everyday goods, the market demand is continuously. Therefore, it has always been known as the "non fading industry", it has a br

6、ight future. With the highly development Chinese per capita income increase and economic, China residents clothing consumption demand will present many new characteristics, such as increment, the pursuit of personality, fashion industry appeared new characteristic. However Chinese market is huge, in

7、 the inland area, medium and small city spread of individual products, the traditional sales model is very difficult to achieve. Network marketing can meet the needs of the individual in a wide area; in addition, compared to traditional methods, it can easily reduce the allocation cost. B. High d

8、evelopment of internet in China, prevalence of network consumption According to the CNNIC market research, as of 2010 June Chinese Internet users reached 420000000, which increased by 18.6% compared with 2009. Internet penetration rate reached 31.8%, remained steady rising trend, the developm

9、ent of the sales network to provide a favorable market environment. Data show that the number of users, the network shopping user scale up to 142000000, increased 31.4% in the second half of this year, only in the third quarter of 2010, online shop and as high as 121000000000, throughout the year up

10、 to 500000000000. Online store customer number, customer clothing and accessories at the top. In the first half of the year, there were 61.5% users who have bought clothing and accessories, increased by 12.6% compared to last year. C. With the development of information technology, the construction

11、 and maintenance of website is more and more popular, more and more clothing enterprises have the ability to create a web site for online marketing The website is an important way to develop the network marketing, through the website of the dissemination of information is the primary means of netwo

12、rk marketing. In the beginning of the Internet, enterprises must buy or hire server, network programming design Webpage, to establish their own web site. So early, it takes a lot of time in the development of a website. Although some websites offer website design services, these services are expens

13、ive. However, many websites can build a custom web site at low cost. For example, an online shop offers the standard by Chinese network website , provide goods business hall and specialized providers, such as commercial users such as "Shop Ex", by a famous domestic e-commerce provider is provided by

14、 the Shanghai upper network technology Co., Ltd., can be as high as 3000000. Powerful web site of electronic commerce function can be in a few minutes by these providers to establish II.MAIN PROBLEMS EXISTING IN NETWORK MARKETING OF CLOTHING COMPANY Although many clothing companies constantl

15、y extend products, promote brand image, elevate profit of companies by means of network marketing, some problems and difficulties still inflict network marketing of clothing company in China. A.Network marketing talents are insufficient; network marketing talents who are familiar with clothing i

16、ndustry are more insufficient Network marketing talents who are familiar with clothing industry first must master internet industry. They should take command of knowledge of internet, such as network marketing, behavioral psycho logics of network consumption, background and tendency of internet,

17、 search engine ranking, network advertisement, clicks ratio, besides ability of statistical analysis, experience of expanding website. Then, they have to take command model of network marketing such as B2B, B2C and C2C. Associate companies to expand network marketing resources and channels by means

18、of expanding technology and way on internet. B. Constructions of website and interaction is unsatisfactory Construction of corporate website is the key part of development of network marketing. Corporation website is the elementary fundament of launching network marketing for company. Only if

19、corporation website functioned with professionalism and functionality is directed by network marketing, it can launch timing and special network marketing and gain satisfactory profit. So far construction of clothing company website does not match with thought of network marketing, many problems sti

20、ll emerge. For example, the aim of whole plan of website is indistinct, designing website title without long- term perspective lead to changeability of columns; navigation system is not perfect so that it is hard for consumers and channel sellers to visit; Scale of information is small, content of

21、information is outmoded, important information is incomplete; practicality and functionality is not enough; Customers can not consult and advise with company in time due to lack of interaction; optimization technology of website falls behind; interface of users is unaesthetic. Above problems brings

22、 about no fundament of internet marketing of clothing company, poor effect of network marketing. C. Network marketing lacks company informational support Network marketing should be merely a part of company informational strategy. Information of company should serve network marketing of compan

23、y and support the development of network marketing. Network marketing without company information is not real network marketing and hard realizes integrality of marketing resources. Some websites of famous clothing companies have thousands of visitors, but these websites do not tend to explore the

24、approaching customers, instead enlarge their own sales force. A large number of sellers are developing one- tone marketing of low efficiency. What is more, sale information of many company websites has discrepancy with deposit information of corporation leads to lack of stock, which damage customers

25、’ purchasing activity. The reason causing these problems is they fail integrating network marketing of company into information of company. D. Crises between Physical channel and network channel In respect of the majority of clothing companies, the ability of integrating traditional channel an

26、d network channel is weak. It mainly shows that company can not integrate two channels rationally in market. Therefore the same customer group can meet same products of company in different channels and customers may doubt the products and even the company owing to receiving discrepant information.

27、They also launch price war and sales promotion in order to strive for customers in channel. The two appositive channels do not design corresponding marketing combination, instead unified marketing strategy. The management and maintenance of channel is deep and careful enough; even if channel policy

28、and sales means are applied to network channel and unified channel, inefficient communication and introduction result in part members of channels’ dissatisfaction; intermediary business takes on more various and flexible than transaction relationship between traditional intermediary and companies. C

29、ompanies can not modify in time traditional channel way so that two kinds of channels can not merge into strong co. III. SUGGESTIONS ON NETWORK MARKETING OF CLOTHING COMPANY IN CHINA A. Cultivation talent of network

30、marketing If clothing company want to develop network marketing, it should attract professional to expand sales market so that layer of network marketing can be divided more elaborately to come into a integral network marketing system with many positions such as manager of commerce transports, in

31、ternet marketing consultant, manager of network sales, manager of customer retention, channel sales manager of advertisement, engineer of business research, representative of clothing marketing. Foreign companies fix positions of talents of network marketing clearly. They should be a mixed mode tale

32、nts have competent for market survey, mastering network advertisement, search engine marketing, scheming and realizing marketing network, network integration promotion. Therefore it can provide intellectual guarantee and talent support. Consequently, domestic clothing company should train staff of n

33、etwork marketing in accordance with characters of clothing industry. B. Promoting information of company Network marketing is the connection network technology with company marketing and modern information communication technology; company information is the connection of network technology wi

34、th the whole sales activity of company and moder information communication technology. Information of company can improve accuracy and timeliness of administrating information of company, which makes decision of companies more scientific and company business procedure and administrating procedure mo

35、re rational and Helps Company make quicker reaction, makes combination and utility of resources of company more rational. In this case, current resources can be used best to promote productive proficiency and administrating efficiency. If clothing companies want to develop network marketing efficien

36、tly, they should accelerate information to make company decision scientific and strengthen reaction of companies. Thus it can fit development of network marketing. C.Structure and function of optimization website, elevating customer’s visiting experience A company website of sophisticated func

37、tion can elevate customer’s visiting experience. When company designs marketing website, it should optimized structure and function of website according to following points. According to hints of navigation drop- down, information relevant to goods is provided, optimization navigation system of site

38、 search is offered; customer’s comment and sales record are showed in website to induce customer to consume; toll- free call and online service are offered, showing return policy,postage preference, cities that EMS can reach and home delivery service, guarantee of after- sales service to attract cus

39、tomer’s trust. Superficial structure of website, relevant inter- linkage of commodities, title of product, optimization of commodities introduction, optimization of product classification, keywords of homepage, URL reconstruction, support for exterior linkage, optimization of page detail, analysis a

40、nd choice of keywords and other optimization of oes. D. Solving channel crisis properly Many companies has groped for many ways to solve channel crisis that network marketing of clothing company often face. For example, some companies just modified the design slightly of physical fund that is

41、products sold by traditional channel into network fund sold in network. Another one it adopts regular and unaffiliated way as an offline experienced shop and delivery center. In this case, physics and network has become a beneficial community. The second way seems more convenient in brand promotion

42、and advertisement press, which is much easier for clothing company without agency and alliance business to implement. REFERENCES [1] He Bing. Analysis of advantage of network marketing advanced by medium and small- sized enterprise. Journa

43、l of Huber Economics College (social science education), vol. 1, 2009 [2] Yang Z hi & Gao Hou li. Innovational direction of network marketing model of medium and small- sized enterprise. East China economic management, vol. 5, 2004 [3] Huangpu Yanan & Li Yunyin. Analysis of network marketing s

44、trategy. Technology Information, vol. 14, 2009 [4] Liu Lihua. Analysis of network marketing of medium and small sized enterprise . Market forum, vol. 12, 2008 [5] Ji Jiangjun. Research into developing stravage of network marketing. Commercial Time, vol 12, 2009 [6] Yang Jing. Mainstream of corp

45、oration Marketing in 21 century, commercial culture(academical edition), vol. 11, 2008 [7] Ji Jingjun. Discussion on Strategy of Domestic Network Marketing Development , Commercial Times, vol. 12 2009 [8] Feng Yingjian. Foundation and practice of network marketing, Beijing: Tsinghua University

46、Press, 2007 [9] ChrisAnderson.the long tail. Beijing,China CITIC Press,2006 [10] Tom Antion .THE ULTIMATE GUIDE TO ELECTRONIC MARKETING FOR SMALL BUSINESS.NYC,John Wiley & Sons ,2005 對(duì)中國(guó)服裝公司網(wǎng)絡(luò)營(yíng)銷的研究 摘要 作為市場(chǎng)營(yíng)銷的一部分，服裝公司的網(wǎng)絡(luò)營(yíng)銷是服裝公

47、司營(yíng)銷技術(shù)、現(xiàn)代信息通信及網(wǎng)絡(luò)技術(shù)的聯(lián)合產(chǎn)物。服裝公司開(kāi)發(fā)網(wǎng)絡(luò)營(yíng)銷可以幫助其擴(kuò)大中國(guó)服裝市場(chǎng)的需求。特別是這種手段可以滿足傳統(tǒng)服裝銷售渠道很難以滿足的一些需求，例如一些三線城市、城鎮(zhèn)及國(guó)家。研究中國(guó)服裝公司的網(wǎng)絡(luò)營(yíng)銷有助于服裝公司符合中國(guó)服裝市場(chǎng)的行情發(fā)展，例如多層次，多種類。同時(shí)，對(duì)于在中國(guó)實(shí)施擴(kuò)大國(guó)內(nèi)需求的現(xiàn)行政策，及轉(zhuǎn)變經(jīng)濟(jì)發(fā)展過(guò)多依托于外部需求的模式擔(dān)當(dāng)了什么重要的角色。本論文對(duì)中國(guó)服裝公司的網(wǎng)絡(luò)營(yíng)銷提出了一些建議，并分析了當(dāng)前中國(guó)服裝公司網(wǎng)絡(luò)營(yíng)銷中的一些利弊。 關(guān)鍵詞：服裝公司，網(wǎng)絡(luò)營(yíng)銷，網(wǎng)站建設(shè) I. 中國(guó)服裝公司發(fā)展網(wǎng)絡(luò)營(yíng)銷的優(yōu)勢(shì) A. 中國(guó)服裝銷售的升級(jí)為服裝

48、公司的網(wǎng)絡(luò)營(yíng)銷提供了必然的前提 服裝是日常生活中不可缺少的商品，其在市場(chǎng)上的需求是持續(xù)不斷地。因此，它總是被人們稱為“不衰落產(chǎn)業(yè)”，它有光明的前途。隨著中國(guó)人均收入的提高和經(jīng)濟(jì)的高度發(fā)展，中國(guó)居民的服裝消費(fèi)需求會(huì)出現(xiàn)許多新的特點(diǎn)，如增量的要求，追求個(gè)性，服裝產(chǎn)業(yè)出現(xiàn)了新的特征。然而中國(guó)的市場(chǎng)是十分巨大的，對(duì)于在內(nèi)陸地區(qū)，中型及小型城市傳播個(gè)人產(chǎn)品，傳統(tǒng)的銷售模式是十分難以實(shí)現(xiàn)的。網(wǎng)絡(luò)營(yíng)銷能在廣泛的區(qū)域中滿足個(gè)性化的需求；此外，比起傳統(tǒng)方式，它還能更容易地降低調(diào)度分配的成本。 B. 中國(guó)互聯(lián)網(wǎng)的告訴發(fā)展，使網(wǎng)絡(luò)消費(fèi)更加盛行 根據(jù)CNNIC的市場(chǎng)調(diào)研，截至到2010年6月中國(guó)網(wǎng)民數(shù)量達(dá)到

49、4.2億，這與2009年相比增長(zhǎng)18.6％?；ヂ?lián)網(wǎng)普及率達(dá)到31.8％，保持平穩(wěn)上升趨勢(shì)，這為發(fā)展網(wǎng)絡(luò)銷售的提供了有利的市場(chǎng)環(huán)境。數(shù)據(jù)表明，使用網(wǎng)絡(luò)購(gòu)物的用戶數(shù)量達(dá)到1.42億，用戶的規(guī)模在半年內(nèi)就增長(zhǎng)了31.4％，僅在2010年第三季度，線上店鋪之和就高達(dá)1210億，全年高達(dá)5000億。在線上店鋪的客戶中，服裝及其配件的客戶數(shù)量高居榜首。在半年中，就有61.5%用戶曾購(gòu)買過(guò)服裝和配件，對(duì)比去年增長(zhǎng)了12.6%。 網(wǎng)上消費(fèi)盛行的另一個(gè)原因是由于中國(guó)交通惡化的情況。堵車往往出現(xiàn)在高峰時(shí)間，因此，越來(lái)越多的市民選擇更便捷的生活方式。便捷的生活方式是指用戶以電話或互聯(lián)網(wǎng)代替外出消費(fèi)。作為一種日常商

50、品，服裝的價(jià)格不高，成為網(wǎng)上消費(fèi)的主要構(gòu)成。 C. 隨著信息技術(shù)的發(fā)展，網(wǎng)站的建設(shè)和維護(hù)越來(lái)越流行，越來(lái)越多的服裝企業(yè)有能力創(chuàng)建網(wǎng)站來(lái)進(jìn)行網(wǎng)絡(luò)營(yíng)銷 網(wǎng)站是開(kāi)展網(wǎng)絡(luò)營(yíng)銷的重要途徑，通過(guò)網(wǎng)站傳播信息是網(wǎng)絡(luò)營(yíng)銷的首要手段。在互聯(lián)網(wǎng)之初，企業(yè)必須購(gòu)買或租用服務(wù)器，設(shè)計(jì)網(wǎng)頁(yè)，編寫網(wǎng)絡(luò)程序來(lái)建立自己的網(wǎng)站。因此初期，它在開(kāi)發(fā)一個(gè)網(wǎng)站時(shí)要花費(fèi)很多的時(shí)間。 雖然有些網(wǎng)站提供網(wǎng)站設(shè)計(jì)服務(wù)，這些服務(wù)的花費(fèi)高昂。然而，許多網(wǎng)站可以以低成本建立自定義網(wǎng)站。比如，一個(gè)網(wǎng)上店鋪由中國(guó)萬(wàn)網(wǎng)提供標(biāo)準(zhǔn)的網(wǎng)站，淘寶網(wǎng)提供商品營(yíng)業(yè)廳及專門的程序供應(yīng)商，這類商業(yè)用戶如“ShopEx”，通過(guò)一個(gè)有名的國(guó)內(nèi)電子商務(wù)供應(yīng)商由上海

51、上排網(wǎng)絡(luò)技術(shù)有限公司提供，可高達(dá)300萬(wàn)。網(wǎng)站強(qiáng)大的電子商務(wù)功能可以在幾分鐘內(nèi)由這些程序供應(yīng)商來(lái)建立。 II. 服裝公司網(wǎng)絡(luò)營(yíng)銷存在的主要問(wèn)題 在中國(guó)，雖然很多服裝公司通過(guò)網(wǎng)絡(luò)營(yíng)銷手段不斷擴(kuò)展的產(chǎn)品，提升品牌形象，提升利潤(rùn)，服裝公司的網(wǎng)絡(luò)營(yíng)銷仍存在一些問(wèn)題和困難。 A. 網(wǎng)絡(luò)營(yíng)銷人才不足，熟悉服裝行業(yè)的網(wǎng)絡(luò)營(yíng)銷人才更不足 熟悉服裝行業(yè)網(wǎng)絡(luò)營(yíng)銷人才首先必須掌握的互聯(lián)網(wǎng)行業(yè)。他們應(yīng)該掌握互聯(lián)網(wǎng)知識(shí)，諸如網(wǎng)絡(luò)營(yíng)銷，網(wǎng)絡(luò)消費(fèi)的行為心理邏輯，互聯(lián)網(wǎng)的背景和趨勢(shì)，搜索引擎排名，網(wǎng)絡(luò)廣告，點(diǎn)擊率，此外還要有統(tǒng)計(jì)分析的能力和擴(kuò)建網(wǎng)站的經(jīng)驗(yàn)。然后，他們必須采取網(wǎng)絡(luò)營(yíng)銷的命令模式，如商對(duì)商，商對(duì)客和客

52、對(duì)客。聯(lián)營(yíng)公司通過(guò)互聯(lián)網(wǎng)上的擴(kuò)展技術(shù)和手段來(lái)擴(kuò)大網(wǎng)絡(luò)營(yíng)銷資源和渠道。 B. 令人無(wú)法滿意的網(wǎng)站和合作構(gòu)建 企業(yè)網(wǎng)站建設(shè)是發(fā)展網(wǎng)絡(luò)營(yíng)銷的關(guān)鍵部分。公司網(wǎng)站是公司開(kāi)展網(wǎng)絡(luò)營(yíng)銷必要基礎(chǔ)。只有以專業(yè)、有效的方式建立公司網(wǎng)站才能引導(dǎo)網(wǎng)絡(luò)營(yíng)銷，它可以及時(shí)、專門性地針對(duì)市場(chǎng)營(yíng)銷運(yùn)作，并帶來(lái)可觀的收益。到目前為止，服裝公司網(wǎng)站建立與網(wǎng)絡(luò)營(yíng)銷思想不能完全匹配，許多問(wèn)題仍然層出不窮。 例如，網(wǎng)站的整體規(guī)劃的目標(biāo)是模糊的，網(wǎng)站標(biāo)題設(shè)計(jì)沒(méi)有長(zhǎng)遠(yuǎn)的眼光，導(dǎo)致網(wǎng)站的可變性列；導(dǎo)航系統(tǒng)還不完善以至于消費(fèi)者和渠道商訪問(wèn)困難，信息規(guī)模小，信息內(nèi)容過(guò)時(shí)，重要的信息不完整；實(shí)用性和功能性還不足夠；客戶無(wú)法及時(shí)向公司詢問(wèn)、

53、建議，導(dǎo)致雙方缺乏交流互動(dòng)；網(wǎng)站優(yōu)化技術(shù)落后；用戶界面不美觀。上述問(wèn)題帶來(lái)服裝公司網(wǎng)絡(luò)營(yíng)銷無(wú)基礎(chǔ)，網(wǎng)絡(luò)營(yíng)銷效果不佳之類的問(wèn)題。 C. 公司網(wǎng)絡(luò)營(yíng)銷缺乏公司信息支持 網(wǎng)絡(luò)營(yíng)銷應(yīng)該僅僅是公司信息化戰(zhàn)略的一部分。公司信息應(yīng)該為公司的網(wǎng)絡(luò)營(yíng)銷服務(wù)，支持網(wǎng)絡(luò)營(yíng)銷的發(fā)展。沒(méi)有公司信息的網(wǎng)絡(luò)營(yíng)銷不是真正的網(wǎng)絡(luò)營(yíng)銷，并且難以實(shí)現(xiàn)營(yíng)銷資源的完整性。 一些著名服裝公司的網(wǎng)站有成千上萬(wàn)的游客，但這些網(wǎng)站不傾向于去探索愿意接近的客戶，而不是擴(kuò)大自己的銷售隊(duì)伍。大量的賣家正在開(kāi)發(fā)一個(gè)一某營(yíng)銷模式，但是效率并不高。更有甚者，公司網(wǎng)站的信息與公司實(shí)際存貨信息有出入，導(dǎo)致庫(kù)存不足，而損害客戶的采購(gòu)活動(dòng)。導(dǎo)致這些問(wèn)題

54、是原因無(wú)非是他們無(wú)法用公司信息來(lái)整合公司的網(wǎng)絡(luò)營(yíng)銷。 D. 現(xiàn)實(shí)渠道和網(wǎng)絡(luò)渠道間的危機(jī) 對(duì)于大多數(shù)服裝企業(yè)，整合傳統(tǒng)渠道與網(wǎng)絡(luò)渠道的能力較弱。它主要表明公司不能合理地在市場(chǎng)上集成兩個(gè)渠道。因此，相同的客戶群能夠在不同渠道發(fā)現(xiàn)公司的同一產(chǎn)品，由于接收到不相符的信息，客戶可能懷疑產(chǎn)品甚至公司。他們還發(fā)動(dòng)價(jià)格戰(zhàn)和促銷，以爭(zhēng)取客戶。這兩個(gè)同地位頻道沒(méi)有設(shè)計(jì)相應(yīng)的營(yíng)銷組合，而不是統(tǒng)一的營(yíng)銷策略。渠道的管理和維護(hù)是深入細(xì)致足夠；即使渠道政策和銷售手段被應(yīng)用到網(wǎng)絡(luò)渠道和統(tǒng)一渠道，無(wú)效的溝通和介紹造成各渠道成員的不滿；中間業(yè)務(wù)比交易在聯(lián)系傳統(tǒng)中介業(yè)務(wù)及公司間的關(guān)系中承擔(dān)更多樣及固定的責(zé)任。企業(yè)不能及時(shí)

55、修改傳統(tǒng)的渠道方式，使兩種渠道不能合強(qiáng)強(qiáng)合作。 II.對(duì)中國(guó)服裝公司網(wǎng)絡(luò)營(yíng)銷的建議 A. 培養(yǎng)網(wǎng)絡(luò)營(yíng)銷人才 如果服裝公司要發(fā)展網(wǎng)絡(luò)營(yíng)銷，它應(yīng)該吸引專業(yè)人員拓展銷售市場(chǎng)，網(wǎng)絡(luò)營(yíng)銷應(yīng)該更精心地細(xì)分崗位來(lái)形成一個(gè)整體的網(wǎng)絡(luò)營(yíng)銷系統(tǒng)，如商業(yè)運(yùn)輸，網(wǎng)絡(luò)營(yíng)銷顧問(wèn)，網(wǎng)絡(luò)銷售經(jīng)理，留存客戶經(jīng)理，廣告部渠道銷售經(jīng)理，業(yè)務(wù)研究的工程師，有代表性的服裝營(yíng)銷。外國(guó)企業(yè)十分清楚固定了網(wǎng)絡(luò)營(yíng)銷的人才。他們應(yīng)該是一種有市場(chǎng)調(diào)查能力的混合型人才，掌握網(wǎng)絡(luò)廣告，搜索引擎營(yíng)銷，策劃、實(shí)現(xiàn)營(yíng)銷網(wǎng)絡(luò)，網(wǎng)絡(luò)整合推廣。因此，它可以提供智力保障和人才支持。因此，國(guó)內(nèi)服裝公司應(yīng)按照服裝產(chǎn)業(yè)的特征培訓(xùn)網(wǎng)絡(luò)營(yíng)銷人員。 B. 促進(jìn)

56、企業(yè)信息化 網(wǎng)絡(luò)營(yíng)銷連接公司市場(chǎng)營(yíng)銷的網(wǎng)絡(luò)技術(shù)和現(xiàn)代信息通信技術(shù)；企業(yè)信息化是整體銷售活動(dòng)的網(wǎng)絡(luò)技術(shù)與公司和現(xiàn)代科技的的連接。企業(yè)信息化可以提高企業(yè)信息的準(zhǔn)確性和及時(shí)性，這使得企業(yè)決策更加科學(xué)，公司業(yè)務(wù)流程與建設(shè)過(guò)程更加合理，有助于公司更快地做出反應(yīng)，使得公司組合資源更加合理。在這種情況下，目前的資源可以用來(lái)最好地促進(jìn)生產(chǎn)力的能力和行政的效率。如果服裝企業(yè)要有效地開(kāi)發(fā)網(wǎng)絡(luò)營(yíng)銷，他們應(yīng)該加快信息化，使公司決策科學(xué)化，加強(qiáng)企業(yè)的反應(yīng)。這樣，它就可以適應(yīng)網(wǎng)絡(luò)營(yíng)銷的發(fā)展。 C. 優(yōu)化網(wǎng)站結(jié)構(gòu)和功能，提升客戶的訪問(wèn)體驗(yàn) 功能復(fù)雜的企業(yè)網(wǎng)站可以提升客戶的訪問(wèn)體驗(yàn)。當(dāng)公司設(shè)計(jì)營(yíng)銷網(wǎng)站時(shí)，應(yīng)根據(jù)以下

57、幾點(diǎn)優(yōu)化網(wǎng)站的結(jié)構(gòu)和功能。根據(jù)導(dǎo)航下拉提示，提供相關(guān)商品信息，網(wǎng)站搜索需提供優(yōu)化的導(dǎo)航系統(tǒng)；網(wǎng)站顯示客戶的意見(jiàn)和銷售記錄可誘導(dǎo)顧客消費(fèi)；提供免費(fèi)電話和在線服務(wù)，說(shuō)明退換貨方式，郵費(fèi)偏好，個(gè)別城市可以達(dá)到送貨上門服務(wù)，保證售后服務(wù)來(lái)吸引客戶的信任。一般網(wǎng)絡(luò)營(yíng)銷網(wǎng)站，商品的內(nèi)在聯(lián)系，產(chǎn)品名稱，商品介紹的優(yōu)化，產(chǎn)品分類的優(yōu)化，主頁(yè)的關(guān)鍵字，網(wǎng)址重建，支持外部鏈接，網(wǎng)頁(yè)細(xì)節(jié)的優(yōu)化，分析、選擇搜索引擎關(guān)鍵字及其它優(yōu)化等相關(guān)內(nèi)容。 D. 妥善解決渠道危機(jī) 許多公司已經(jīng)摸索了很多辦法來(lái)解決服裝公司的網(wǎng)絡(luò)營(yíng)銷經(jīng)常面對(duì)的渠道危機(jī)。例如，一些企業(yè)對(duì)由傳統(tǒng)渠道進(jìn)入網(wǎng)絡(luò)銷售的產(chǎn)品的現(xiàn)實(shí)基礎(chǔ)稍做設(shè)計(jì)修改。另一種

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