广东服装外贸公司传统营销和网络营销的整合模式探讨.pdf

摘要:随着中国加入世界贸易组织和改革开放的不断深入，网络营销是网络经济时代企业重要的营销模式，其必将成为21世纪市场营销的核心内容之一。网络营销是在传统营销的基础上发展起来的，因此与传统的市场营销有着密切的关系，两者是相互促进和补充的。两种营销模式的整合是当今社会发展的必然的选择。

加入WTO之后，广东纺织品服装产业以规模扩张的发展模式夯实了产业基础，形成了自己的产业特色，形成了中国当之无愧的服装大省，全面认识网络营销对广东省纺织品服装外贸公司的影响，正并确认识传统营销与网络营销的关系，努力寻求两者的最佳结合点，对提高广东服装外贸的地位及保持其在国际市场竞争力优势是具有十分重要的参考价值的。

本文主要是通过传统营销和网络营销的对比分析，以及结合旭星服饰有限责任公司的案例，探讨了广东服装外贸公司的传统营销和网络营销的的现状及发展趋势，最终得出广东服装外贸公司的传统营销和网络营销的最佳的整合营销模式。在本文中主要采取了对比分析、数据分析、理论模型分析、理论与实际相结合的方法，同时结合案例的经验，最后得出了广东服装外贸公司的传统营销和网络营销的最佳的整合营销模式，从而为广东服装外贸公司，乃至国内的服装外贸公司在传统营销和网络营销的整合模式方面提供借鉴和指导。

关键词：WTO，改革开放，网络营销，传统营销，网络营销和传统营销的整合营销模式

Abstract:With China's accession to the World Trade Organization and the deepening of reform and opening up, network marketing is important in Cyber Age marketing model, which will become the 21st century, one of the core of marketing. Network marketing is in the tradition developed on the basis of marketing, so marketing with traditional close ties, the two are mutually reinforcing and complementary. Marketing model of integration of two of today's society inevitable choice.

Join the WTO, Guangdong textile and garment industry to expand the scale of the development model based on consolidating the industry, formed its own industrial features, shaped the Chinese province of clothing worthy of a comprehensive understanding of network marketing in Guangdong Province foreign trade companies of textile and apparel are and to ensure awareness of traditional relationship marketing and network marketing efforts for best combination of both, to improve the status of foreign trade of Guangdong clothing and to maintain its competitive edge in the international market is of great reference value.

This is mainly through traditional marketing and network marketing comparative analysis, and incorporate a limited liability company Asahi Star clothing case, the foreign trade of Guangdong's traditional marketing and internet marketing of the status quo and development trend, eventually come to apparel foreign trade company in Guangdong traditional marketing and internet marketing best integrated marketing model. Mainly adopted in this paper a comparative analysis, data analysis, theoretical modeling, integrating theory and practice methods, combined with the experience of cases, the conclusion that apparel foreign trade company in Guangdong traditional marketing and internet marketing best integrated marketing mode, so as to apparel foreign trade company in Guangdong, as well as domestic apparel foreign trade company in the traditional marketing and internet marketing integrated model to provide reference and guidance.

Key words: WTO, reform and opening up, online marketing, traditional marketing,Internet marketing and traditional marketing integrated marketing model