服装网络营销的产品策略研究外文文献翻译最新译文.doc

1、文献出处:Bindley C. The research of product strategy in clothing network marketing J. Industrial Marketing Management, 2016, 1(3): 45-55.原文 The research of product strategy in clothing network marketingBindley CAbstractAs a new media, the Internet provides efficient, fast, and highly personalized intera

2、ctive information communication tools, the traditional product marketing strategy content into a physical product strategy, service strategy and strategy of information products of the trinity of product strategy.Key words: network marketing, product strategy, clothing1 The physical product strategy

3、1.1 Personalized productsWith the development of the era, growing consumer demand presents the characteristics of personalized, the pursuit of extraordinary become the mainstream in the development of consumer psychology. As consumers demand degree of differentiation, the market should also be furth

4、er refined, the Internet can effectively solve the economic rationality of the contradiction between the consideration and market segmentation. Due to consumers and manufacturers of direct talks, personalized needs of consumers will be fully appreciated. Companies are in no hurry to formulate produc

5、t strategy, and to study the needs of the consumers as the center, according to the specific requirements of different customers for products and services, to carry out the custom marketing in order to meet different needs. Manufacturers often use the Internet bulletin board or E-mail and consumers

6、are discussed, according to the different needs of customers, design products that meet the consumer individual character characteristic. As a famous American Levis clothing company is using the Internet tailor-made jeans. Consumers through the companys web site to provide detailed size and choose d

7、esign and color, the company is made for the separate and sent to the hands.1.2 The product brandSet up product brand there are two main function, one is the enterprise product brand is equal to the electronic trademark registered a specification, can effectively protect the enterprise public image

8、and intangible assets, prevent legal disputes. Second is the enterprise to use its own creation online brand can let consumer in the world of a network of the vagaries of relate a product and the enterprise, make the brand thorough popular feeling, so that when consumer is choosing goods for this pr

9、oduct to produce a preference. Once the brand is successful, then, the enterprise selling is not only the actual product, and the companys brand and reputation.1.3 Shorten the product life cycleThe speeding up of the network information transmission speed, online information openness makes pressure

10、product development innovation, shorten the production cycle. But as a result of enterprise production design department can achieve global networking, enterprises can take advantage of the network television telephone tools such as collaboration with other companies to jointly develop new products,

11、 to reduce the complexity of the enterprise itself to develop new products and innovation risk, to reduce the development cost and cost of enterprise, enhance the enterprise the competitive ability and flexibility. Enterprises can also quickly through the Internet to build and change the product pro

12、ject, and use the Internet for virtual product project promotion, with high speed, low cost of product project and marketing research and improvement, and make the enterprise product design, production, sales and services, and other marketing link can share information and communicate with each othe

13、r, to meet the needs of the consumers from various aspects, product development to maximize customer satisfaction.1.4 Clothing material products strategyClothing popular characteristics have obvious periodicity, generally including the gestation period, development period, height, and recession. Clo

14、thing network marketing should be according to the fashion in different periods.2 The service product strategyWith the development of the market and the competition, consumers are becoming more and pickier. The Internet is an information spread fast media, any complain about the product, will bring

15、serious consequences on the Internet. Therefore, the competition between enterprises has been extending from physical products to services. Both pre-sales and after-sales service, has become increasingly important, can provide customers with satisfactory and perfect online customer support services

16、often become the key enterprises. The network marketing has the superiority in terms of support. Through the Internet, global consumers can contact and communication, with the enterprise customers can directly to the corporate advisory questions about the products and services, at the same time, ent

17、erprises can use technology to consumers, such as words, pictures and video display content of products and services, consumer advisory interpretation, reply, make clear the pre-sale and after-sale service in a timely manner.3 Information product strategiesInformation assets mainly refer to the inta

18、ngible assets such as brand and mind share. A large number of surplus in the network economy, information to the customer the feeling of uncertain, and the choice of brand is the customers an effective way to get rid of the noise risk. Because the customer believes that brand is the manufacturer in

19、order to make consumers believe that their products and services and to invest a large amount of produce, and the enduring brand is a self-discipline over a long period of time the quality of the products and services as a result, so choose the famous brand, product and service choice is secured. Mi

20、nd share is also an important part of information assets, for the enterprise, it is a kind of intangible assets can be cashed at any time, is a potential market, because is a forecast for consumer spending, is one way to hedge their exposure to noise. Therefore, the network marketing should not only

21、 pay attention to product and service quality, also must pay attention to the accumulation of information assets. Traditional marketing in order to stimulate demand, often use the way such as to create a shopping environment influence consumers purchasing psychology, and online sales of consumers sh

22、opping is relatively rational, great fanfare for the impact is not big. Introduce goods should give priority to with informative information, and to increase the new information. Provide information products and services, to accumulate information assets mainly from several under several aspects:3.1

23、 Product informationOnline product information is the main characteristic of the network marketing. Information to help customers make better buying decisions, if the proper way to release information about products and upgrade, so close to the network consumers buy more often, and more expensive pr

24、oducts. Therefore, the enterprise should take advantage of abundant information service to improve the sales of our products. Network across different space-time and seasonal, can make the enterprise on the Internet at the same time convey each season, each period of the clothing information, make t

25、he product information dissemination reached unprecedented rich and large capacity, so as to provide more opportunities for the enterprise.3.2 The service informationAlthough the purpose of the site is sell goods, but the site cant just simple arrangement of goods. In network marketing, the product

26、should also include the overall concept of product related information, which at the same time of promotional products to potential consumers, still should introduce knowledge related to the product. Site, therefore, in addition to provide related products, shall also have the product related inform

27、ation. Enterprises should attach importance to the website content, through interactive consultation, according to customer requirements, automatically and timely use of network to provide professional knowledge about products, to increase product value and improve the corporate image.3.3 price info

28、rmationAs a result of the online information is open and easy to search more, so the price of online information plays an important role for consumers to buy. Research shows that consumers choose online shopping, on the one hand, because the network shopping is more convenient; Because the other sid

29、e can obtain more product information from the Internet, so that they can in the most favorable price to buy the goods. Therefore, the enterprise can explain to consumers with price system, and provide information about product pricing, providing the basis of the pricing for the consumer, such as pr

30、oduct cost of raw material, production, processing technology, such as cost of sales, reply the consumer inquiries, to better communicate with consumers, make consumers agree with product prices. These undoubtedly can more effectively improve the consumer satisfaction. Clothing enterprise still can

31、use online real-time price query function, the open market prices of related products, and objectively and accurately provide different manufacturers or stores the price of similar goods or related the price of substitute, facilitate consumer goods than many, and make a rational judgment, prompt con

32、sumers make buying decisions.3.4 Enterprise informationUnlike traditional marketing, network marketing can shape the corporate image of the information service. Due to the technology level of audio and video on the Internet tools still than television and the advancement of the semiconductor, and ma

33、inly is to use language to convey information on the Internet, the use of information to create enterprise or product image, achieve the goal of network marketing. But the senior link function of the Internet makes it has obvious advantages in this aspect, in addition to the products and related ser

34、vices information, also can create an open database of enterprise, is used to illustrate the history and development of the enterprise reform, the management idea, the development strategy, enterprise culture, quality assurance measures all help consumers understand the information of enterprises, m

35、ake consumers can easily contact on the Internet, understand the enterprise, in order to increase consumer cognition and confidence of the company. Another important part of enterprise information is point-of-sale information. Consumers just because many cases on the Internet looking for information

36、 about the clothing products, and do not plan to buy clothes on the net, so the enterprise will be posted on the website, sales network according to network information to consumers choose nearby.译文服装网络营销的产品策略研究Bindley C摘要作为一种新型媒体，因特网提供了高效、快速和高度个性化的交互式信息通讯工具，使传统的产品营销策略内容转化为实物产品策略、服务产品策略和信息产品策略三位一体的产

37、品策略。关键词：网络营销，产品策略，服装1 实物产品策略1.1产品个性化随着时代的发展，消费需求日益呈现“个性化”的特点，追求与众不同成为消费心理发展的主流。而随着消费者需求差异化程度的加深，市场也应被进一步细化，因特网有效地解决了“经济合理性”的考虑与市场细分之间的矛盾。由于实现了消费者与厂商的直接对话，消费者的个性化需求将得到充分重视。企业开始不急于制定产品策略，而以研究消费者的需求为中心，根据不同消费者的具体要求进行产品生产和服务，开展定制营销以满足不同需求。厂商通常利用因特网上的电子布告栏或电子邮件与消费者进行讨论，根据消费者的不同需求，设计出符合消费者个性特点的产品。如美国著名的Le

38、vis服装公司就利用因特网度身定做牛仔裤。消费者通过该公司的网站提供详细的尺寸及选择款式和颜色，公司就为其单独定做并送至其手中。1.2 产品品牌化创立网上产品品牌的主要作用有二，（完整译文请到百度文库）一是企业的产品品牌等于企业注册了一个规范的电子商标，可以有效地保护企业的公众形象和无形资产，防止法律纠纷。二是企业利用自己创立的网上品牌能够让消费者在一个变化莫测的网络世界中把一项产品与企业联系起来，让该品牌深入人心，从而使消费者在选择商品时对该产品产生一种偏好。一旦品牌创立成功，那么，企业出售的不仅仅是实际的产品，还有公司的品牌和信誉。1.3 缩短产品生命周期网络信息传播速度的加快、网上信息的

39、公开性都使得产品开发创新压力增大，产品生产周期缩短。但由于企业的生产设计部门可以实现全球联网，企业可以利用网络电视电话等工具与其他公司协作共同开发新产品，减少企业本身开发新产品的复杂性和创新风险，以降低企业的开发费用和成本，提高企业的竞争力和灵活性。企业还可以通过因特网迅速建立和更改产品项目，并应用因特网对产品项目进行虚拟推广，从而以高速度、低成本实现对产品项目及营销方案的调研和改进，并使企业的产品设计、生产、销售和服务等各个营销环节能共享信息、互相交流，促使产品开发从各方面满足消费者需要，以最大限度地实现消费者满意。1.4 服装实物产品策略服装流行的特点具有明显的周期性，一般包括酝酿期、发展

40、期、高潮期和衰退期。服装网络营销须根据服装流行不同时期的特点，制定相应的营销策略，以使企业获得最大的营销收益。2服务产品策略随着市场的发展和竞争的加剧，消费者变得越来越挑剔。因特网是一个信息传播迅捷的媒体，任何对产品的抱怨，都会在网上带来严重的后果。因此，企业间的竞争已从实物产品延伸至服务。无论是售前还是售后的服务，都变得日益重要，能否为消费者提供满意的、完善的网上客户支持服务往往成为企业胜负的关键。网络营销在提供支持方面具有优越性。通过因特网，全球的消费者都能与企业联系和交流，消费者可以直接向企业咨询有关产品和服务的问题，同时企业可以应用文字、图片和图像等技术向消费者展示产品和服务的内容，解释、答复消费者的咨询，使整个售前和售后服务及时清晰。3信息产品策略信息资产主要是指品牌和心灵占有率等无形资产。在网络经济中，信息大量的过剩给客户无所适从的感觉，而对品牌的选择是客户摆脱噪音风险的一种行之有效的方法。因为客户相信：品牌是厂商为了使消费者相信自己的产品与服务而进行了大量投资产生的，而且，经久不衰的品牌也是厂商对其产品与服务质量长期自我约束的结果，所以，选择了著名的品牌，产品与服务的选择就得到了保证。心灵占有率也是信息资产的重要组成部分，对企业来说，