乐蜂网的营销策略分析.doc

摘  要:网络营销（E-Marketing）是以互联网为基础，利用数字化的信息和网络媒体的交互性来辅助营销目标实现的一种新型营销方式，随着网络经济的繁荣，网络营销这种新兴的营销方式越来越被广大消费者接受。乐蜂网是中国第一个拥有专家明星进驻，以提供“女性时尚解决方案”为主要业务的互联网站。本文阐述了网络营销的相关理论及优势，运用波特五力模型等对乐蜂网内外部环境进行了分析；从品牌、网页、产品、价格、促销及渠道策略等方面研究了乐蜂网的营销策略，分析其优势与不足，结合乐蜂网发展现状，针对性地提出了相应的意见建议，为其以后良性发展提供参考。

关键词：市场营销 网络营销 营销策略 品牌直供 自主品牌

ABSTRACT:Network Marketing (E - Marketing) is based on the Internet, use digital information and network media interaction to assist marketing goals of a new type of marketing approach, with the prosperity of network economy, network marketing this new consumption patterns more and more get the broad masses of consumers. LAFASO is China's first star presence, with experts to provide a "women's fashion solution" as the main business of Internet web sites. By comparing method, this paper expounds the network marketing related theory and advantages, using the potter five model to LAFASO analyzes the internal and external environment; From brand, web, product, price, promotion and channel strategy to study the bee network marketing strategy, analyzing the advantages and disadvantages, combined with LAFASO development present situation, puts forward the corresponding suggestions, provide reference for its later healthy development. 

Keywords：Marketing；E-Marketing；marketing strategy；Brand straight；Independent brand