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Research On Network Marketing Of Chinese CorporationAbstractAs 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 help 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 clothing 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 suggestions 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 constructionI. ADVANTAGE OF DEVELOPMENT OF NETWORK MARKETING OF CHINESE CLOTHING COMPANYA. 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 bright 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 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 development 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 development 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 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 and maintenance of website is more and more popular, more and more clothing enterprises have the ability to create a web site for online marketingThe website is an important way to develop the network marketing, through the website of the dissemination of information is the primary means of network 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 expensive. 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 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 establishII.MAIN PROBLEMS EXISTING IN NETWORK MARKETING OF CLOTHING COMPANYAlthough many clothing companies constantly 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 industry are more insufficientNetwork 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, 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 of expanding technology and way on internet.B. Constructions of website and interaction is unsatisfactoryConstruction 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 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 still 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 information is outmoded, important information is incomplete; practicality and functionality is not enough; Customers can not consult and advise with company in timedue to lack of interaction; optimization technology of website falls behind; interface of users is unaesthetic. Above problems brings about no fundament of internet marketing of clothing company, poor effect of network marketing.C. Network marketing lacks company informational supportNetwork marketing should be merely a part of company informational strategy. Information of company should serve network marketing of company 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 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 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 channelIn respect of the majority of clothing companies, the ability of integrating traditional channel and 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. 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 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. Companies 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 CHINAA. Cultivation talent of network marketingIf 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, internet 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 talents 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 network marketing in accordance with characters of clothing industry.B. Promoting information of companyNetwork marketing is the connection network technology with company marketing and modern information communication technology; company information is the connection of network technology with 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 more 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 efficiently, 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 customers visiting experienceA company website of sophisticated function can elevate customers 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 search is offered; customers 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 customers 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 and choice of keywords and other optimization of oes.D. Solving channel crisis properlyMany 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 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 and advertisement press, which is much easier for clothing company without agency and alliance business to implement.REFERENCES1 He Bing. Analysis of advantage of network marketing advanced bymedium and small- sized enterprise. Journal of Huber EconomicsCollege (social science education), vol. 1, 20092 Yang Z hi & Gao Hou li. Innovational direction of network marketingmodel of medium and small- sized enterprise. East China economicmanagement, vol. 5, 20043 Huangpu Yanan & Li Yunyin. Analysis of network marketingstrategy. Technology Information, vol. 14, 20094 Liu Lihua. Analysis of network marketing of medium and small sizedenterprise . Market forum, vol. 12, 20085 Ji Jiangjun. Research into developing stravage of network marketing.Commercial Time, vol 12, 20096 Yang Jing. Mainstream of corporation Marketing in 21 century,commercial culture(academical edition), vol. 11, 20087 Ji Jingjun. Discussion on Strategy of Domestic Network MarketingDevelopment , Commercial Times, vol. 12 20098 Feng Yingjian. Foundation and practice of network marketing,Beijing: Tsinghua University Press, 20079 ChrisAnderson.the long tail. Beijing,China CITIC Press,200610 Tom Antion .THE ULTIMATE GUIDE TO ELECTRONICMARKETING FOR SMALL BUSINESS.NYC,John Wiley &Sons ,2005 对中国服装公司网络营销的研究 摘要作为市场营销的一部分，服装公司的网络营销是服装公司营销技术、现代信息通信及网络技术的联合产物。服装公司开发网络营销可以帮助其扩大中国服装市场的需求。特别是这种手段可以满足传统服装销售渠道很难以满足的一些需求，例如一些三线城市、城镇及国家。研究中国服装公司的网络营销有助于服装公司符合中国服装市场的行情发展，例如多层次，多种类。同时，对于在中国实施扩大国内需求的现行政策，及转变经济发展过多依托于外部需求的模式担当了什么重要的角色。本论文对中国服装公司的网络营销提出了一些建议，并分析了当前中国服装公司网络营销中的一些利弊。关键词：服装公司，网络营销，网站建设I. 中国服装公司发展网络营销的优势A. 中国服装销售的升级为服装公司的网络营销提供了必然的前提服装是日常生活中不可缺少的商品，其在市场上的需求是持续不断地。因此，它总是被人们称为“不衰落产业”，它有光明的前途。随着中国人均收入的提高和经济的高度发展，中国居民的服装消费需求会出现许多新的特点，如增量的要求，追求个性，服装产业出现了新的特征。然而中国的市场是十分巨大的，对于在内陆地区，中型及小型城市传播个人产品，传统的销售模式是十分难以实现的。网络营销能在广泛的区域中满足个性化的需求；此外，比起传统方式，它还能更容易地降低调度分配的成本。B. 中国互联网的告诉发展，使网络消费更加盛行根据CNNIC的市场调研，截至到2010年6月中国网民数量达到4.2亿，这与2009年相比增长18.6。互联网普及率达到31.8，保持平稳上升趋势，这为发展网络销售的提供了有利的市场环境。数据表明，使用网络购物的用户数量达到1.42亿，用户的规模在半年内就增长了31.4，仅在2010年第三季度，线上店铺之和就高达1210亿，全年高达5000亿。在线上店铺的客户中，服装及其配件的客户数量高居榜首。在半年中，就有61.5%用户曾购买过服装和配件，对比去年增长了12.6%。网上消费盛行的另一个原因是由于中国交通恶化的情况。堵车往往出现在高峰时间，因此，越来越多的市民选择更便捷的生活方式。便捷的生活方式是指用户以电话或互联网代替外出消费。作为一种日常商品，服装的价格不高，成为网上消费的主要构成。C. 随着信息技术的发展，网站的建设和维护越来越流行，越来越多的服装企业有能力创建网站来进行网络营销网站是开展网络营销的重要途径，通过网站传播信息是网络营销的首要手段。在互联网之初，企业必须购买或租用服务器，设计网页，编写网络程序来建立自己的网站。因此初期，它在开发一个网站时要花费很多的时间。虽然有些网站提供网站设计服务，这些服务的花费高昂。然而，许多网站可以以低成本建立自定义网站。比如，一个网上店铺由中国万网提供标准的网站，淘宝网提供商品营业厅及专门的程序供应商，这类商业用户如“ShopEx”，通过一个有名的国内电子商务供应商由上海上排网络技术有限公司提供，可高达300万。网站强大的电子商务功能可以在几分钟内由这些程序供应商来建立。II. 服装公司网络营销存在的主要问题在中国，虽然很多服装公司通过网络营销手段不断扩展的产品，提升品牌形象，提升利润，服装公司的网络营销仍存在一些问题和困难。A. 网络营销人才不足，熟悉服装行业的网络营销人才更不足熟悉服装行业网络营销人才首先必须掌握的互联网行业。他们应该掌握互联网知识，诸如网络营销，网络消费的行为心理逻辑，互联网的背景和趋势，搜索引擎排名，网络广告，点击率，此外还要有统计分析的能力和扩建网站的经验。然后，他们必须采取网络营销的命令模式，如商对商，商对客和客对客。联营公司通过互联网上的扩展技术和手段来扩大网络营销资源和渠道。B. 令人无法满意的网站和合作构建企业网站建设是发展网络营销的关键部分。公司网站是公司开展网络营销必要基础。只有以专业、有效的方式建立公司网站才能引导网络营销，它可以及时、专门性地针对市场营销运作，并带来可观的收益。到目前为止，服装公司网站建立与网络营销思想不能完全匹配，许多问题仍然层出不穷。例如，网站的整体规划的目标是模糊的，网站标题设计没有长远的眼光，导致网站的可变性列；导航系统还不完善以至于消费者和渠道商访问困难，信息规模小，信息内容过时，重要的信息不完整；实用性和功能性还不足够；客户无法及时向公司询问、建议，导致双方缺乏交流互动；网站优化技术落后；用户界面不美观。上述问题带来服装公司网络营销无基础，网络营销效果不佳之类的问题。C. 公司网络营销缺乏公司信息支持网络营销应该仅仅是公司信息化战略的一部分。公司信息应该为公司的网络营销服务，支持网络营销的发展。没有公司信息的网络营销不是真正的网络营销，并且难以实现营销资源的完整性。一些著名服装公司的网站有成千上万的游客，但这些网站不倾向于去探索愿意接近的客户，而不是扩大自己的销售队伍。大量的卖家正在开发一个一某营销模式，但是效率并不高。更有甚者，公司网站的信息与公司实际存货信息有出入，导致库存不足，而损害客户的采购活动。导致这些问题是原因无非是他们无法用公司信息来整合公司的网络营销。D. 现实渠道和网络渠道间的危机对于大多数服装企业，整合传统渠道与网络渠道的能力较弱。它主要表明公司不能合理地在市场上集成两个渠道。因此，相同的客户群能够在不同渠道发现公司的同一产品，由于接收到不相符的信息，客户可能怀疑产品甚至公司。他们还发动价格战和促销，以争取客户。这两个同地位频道没有设计相应的营销组合，而不是统一的营销策略。渠道的管理和维护是深入细致足够；即使渠道政策和销售手段被应用到网络渠道和统一渠道，无效的沟通和介绍造成各渠道成员的不满；中间业务比交易在联系传统中介业务及公司间的关系中承担更多样及固定的责任。企业不能及时修改传统的渠道方式，使两种渠道不能合强强合作。II.对中国服装公司网络营销的建议A. 培养网络营销人才如果服装公司要发展网络营销，它应该吸引专业人员拓展销售市场，网络营销应该更精心地细分岗位来形成一个整体的网络营销系统，如商业运输，网络营销顾问，网络销售经理，留存客户经理，广告部渠道销售经理，业务研究的工程师，有代表性的服装营销。外国企业十分清楚固定了网络营销的人才。他们应该是一种有市场调查能力的混合型人才，掌握网络广告，搜索引擎营销，策划、实现营销网络，网络整合推广。因此，它可以提供智力保障和人才支持。因此，国内服装公司应按照服装产业的特征培训网络营销人员。B. 促进企业信息化网络营销连接公司市场营销的网络技术和现代信息通信技术；企业信息化是整体销售活动的网络技术与公司和现代科技的的连接。企业信息化可以提高企业信息的准确性和及时性，这使得企业决策更加科学，公司业务流程与建设过程更加合理，有助于公司更快地做出反应，使得公司组合资源更加合理。在这种情况下，目前的资源可以用来最好地促进生产力的能力和行政的效率。如果服装企业要有效地开发网络营销，他们应该加快信息化，使公司决策科学化，加强企业的反应。这样，它就可以适应网络营销的发展。C. 优化网站结构和功能，提升客户的访问体验功能复杂的企业网站可以提升客户的访问体验。当公司设计营销网站时，应根据以下几点优化网站的结构和功能。根据导航下拉提示，提供相关商品信息，网站搜索需提供优化的导航系统；网站显示客户的意见和销售记录可诱导顾客消费；提供免费电话和在线服务，说明退换货方式，邮费偏好，个别城市可以达到送货上门服务，保证售后服务来吸引客户的信任。一般网络营销网站，商品的内在联系，产品名称，商品介绍的优化，产品分类的优化，主页的关键字，网址重建，支持外部链接，网页细节的优化，分析、选择搜索引擎关键字及其它优化等相关内容。D. 妥善解决渠道危机许多公司已经摸索了很多办法来解决服装公司的网络营销经常面对的渠道危机。例如，一些企业对由传统渠道进入网络销售的产品的现实基础稍做设计修改。另一种作为经验丰富的离线商铺和配送中心采用定期和非关联方式。在这种情况下，现实和网络已经成为一个互利的共同体。第二种方式在品牌推广和广告媒体似乎更方便，即服装企业无代理及加盟商也更容易发展。参考文献1 He Bing. Analysis of advantage of network marketing advanced by medium and small- sized enterprise. Journal of Hubei Economics College (social science education), vol. 1, 20092 Yang Zhi & Gao Houli. Innovational direction of network marketing model of medium and small- sized enterprise. East China economic management, vol. 5, 20043 Huangpu Yanan & Li Yunyin. Analysis of network marketing strategy. Technology Information, vol. 14, 20094 Liu Lihua. Analysis of network marketing of medium and smallsized enterprise . Market forum, vol. 12, 20085 Ji Jiangjun. Research into developing stratage of network marketing.Commercial Time, vol 12, 20096 Yang Jing. Mainstream of corporation Marketing in 21 century,commercial culture(academical edition), vol. 11, 20087 Ji Jingjun. Discussion on Strategy of Domestic Network MarketingDevelopment , Commercial Times, vol. 12 20098 Feng Yingjian. Foundation and practice of network marketing,Beijing: Tsinghua University Press, 20079 ChrisAnderson.the long tail. Beijing,China CITIC Press,200610 Tom Antion .THE ULTIMATE GUIDE TO ELECTRONIC MARKETING FOR SMALL BUSINESS.NYC,John Wiley &Sons ,2005
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