Lux-girl网络营销策略研究.doc

摘要:自20世纪80年代以来，依靠互联网和信息技术的发展，计算机网络迅速延伸到了世界的各个角落，中国网民的规模和互联网的普及率逐年增加。一方面计算机技术的发展改变了人们的消费模式。据调查显示，网名数量的快速增长，不可必要的带动网购成为消费者购物的一种新型方式，网络购物应用正在快速的增长。另一方面计算机技术的发展改变了企业的运营环境，对企业来讲，不断扩大的市场范围和不断增加的各种机会既带来了机遇也带来了挑战。网购观念的普及、网民消费观念的转变让不少商家打破了传统的单一的经营模式，开拓了网络渠道，寻求销售增长的新机会。

　　　本文以Lux-girl作为具体的研究对象，首先主要就论文选题的背景与意义、研究方法及内容思路进行简要说明阐述；其次是相关理论综述，了解网络营销的界定和特点、与传统营销的对比分析以及4P's理论的简介；然后是通过对Lux-girl网络营销现状的分析，得出Lux-girl现在存在的问题；最后在广泛书籍阅读与前期工作准备的基础上，将4P's理论和Lux-girl结合分析，从产品策略、价格策略、渠道策略和促销策略四方面总结出适合Lux-girl的网络营销策略，在此基础上得出结论。

关键词  Lux-girl；网络营销；营销策略

Abstract:Since the 1980s, relying on the development of the Internet and information technology, computer network quickly extends to every corner of the world. The scale of China 's Internet users and Internet penetration has increased year by year. On the one hand, the development of computer technology has changed people's consumption patterns. According to the survey, the rapid growth of the number of the Internet users contribute to shopping online is being a new way, and shopping online applications is growing rapidly. On the other hand, the development of computer technology changed the operating environment of the enterprise. As enterprise, the expanding market and the increasing opportunities brought both opportunities and challenges. The popularity of the concept of shopping online and Internet users changes in consumption attitudes help many businessman break the traditional single business model, to develop the  network channels, and seek new opportunities for sales growth.

　　　In this essay, Lux-girl as a specific research object has following study aspects. Firstly, a brief description of the background and significance of the thesis topics, research methods and content ideas elaborated. Secondly, the relevant theoretical overview of the definition and characteristics of network marketing, and comparative analysis of the traditional marketing and 4P 's theory Introduction. And then the analysis of the the Lux-girl network marketing present situation, drawn Lux-girl existing problems. Finally, on the basis of extensive reading and preliminary work preparation will be combined with the analysis of 4P 's theory and Lux-girl. From product strategy, pricing strategy, channel strategy and promotion strategy is summarized four areas  suitable for Lux - girl network marketing strategy, concluded on this basis.

Keywords  Lux-girl  network marketing  marketing strategy