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《网络营销》课程设计 ——网络营销策划方案 设计题目：服装个性化定制 学 院 管理学院 专 业 电子商务 学生姓名 李兰 学 号 1010800811 指导教师 王俊 二O一三年 六 月 十 日 目 录 内容摘要····························································3 关键词······························································3 1.选题背景与研究意义························ 4 1.1选题背景····························4 1.2研究目标····························4 1.3研究意义····························4 2.行业环境分析··························· 5 2.1市场环境分析··························5 2.2消费需求分析··························5 2.3竞争环境分析··························6 2.4市场机会识别··························6 3.网络营销现状分析与问题总结···················· 7 3.1网络营销站点的现状分析、问题总结·······························7 3.2网络营销产品的现状分析、问题总结·······························9 3.3网络营销定价的现状分析、问题总结······························10 3.4网络营销服务的现状分析、问题总结······························10 3.5网络营销促销的现状分析、问题总结······························12 4.网络营销整体方案设计·············································12 4.1网络营销站点建设、优化之对策方案······························12 4.2网络营销产品开发、改进之对策方案······························13 4.3网络营销定价调整、优化之对策方案······························14 4.4网络营销服务创新、提升之对策方案······························14 4.5网络营销沟通及促销整体策划方案································15 5.网络营销方案设计总结·······················17 参考文献······························17 服装个性化定制 内容摘要：服装个性化是利用当前先进技术和各种辅助工具，开发生产出能够体现消费者个性的服装，因其符合时代需求，又具备了各种应有的基础条件，所以具有广阔的发展前景。本文从选题背景与设计意义、行业环境分析、网络营销现状分析与问题总结等方面作了论述，然后在此基础上进行了网络营销整体方案的设计。服装个性化定制优势和机会较多，但是还是有一些阻力和问题需要克服。在实施的过程中做到顺应潮流，趋利避害，最终将会取得很好的成果的。 关键词：个性化 时尚 需求分析 网络营销 1选题背景与研究意义 1.1选题背景 服装定制是自古以来就有的服务，其概念在于“量身”和“定做”。人们的服装都是根据个人量体裁衣，然后由裁缝根据尺寸定做。古语所谓的“看菜吃饭，量体裁衣”既表明了我国的中庸精神，也说明了服装定制这个行业在我国的悠久历史。随着社会的发展，这门手艺慢慢淡出了服装生产的舞台。3成人在商场凑合着买衣服，7%的人买不到合身衣服由于自己身材不是“均码”的问题穿起来并不合适于是按照款式定制一件合适自己穿着的人们追求个性化服装定制又开始逐渐火热了起来。定制是企业品牌品质和文化的提升，也是企业在品牌文化