温州女装开展网络营销决策因素研究

บทคัดย่อ

          随着网络信息技术的发展和普及,网络营销以其特有的跨越时空的便利、低廉的成本和广泛的传播性在中国取得了极大的发展，服装网络营销的发展方向是十分必要的。对以温州为代表的中国中小女装公司来说  网络营销因其成本低、应用范围广、效果强的天然优势成为在当前实体经济不景气的情况下最好的营销模式。当前温州地区网络营销整体来说还处在初级阶段。对于中小服装公司开展网络营销更是处在理论基础的研究和探索阶段。通过研究此课题，一方面是对中小服装公司网络营销的理论基础的研究和探索，促进温州地区服装行业经济理论的完善与发展。更主要的原因是了解温州中小女装公司不开展网络营销的主要原因。了解温州中小女装公司对网络营销的看法和了解。

          With the development of network information technology and its popularization, the network marketing has achieved a great development in China by its time and space convenience, low cost and the widely dissemination. Under the situation of the traditional channel suffering from the recession, the network marketing, with its low cost, wide range of applications and the high efficiency, has become the best marketing channel for Wenzhou represented China small and medium-sized women’s clothing companies. The current network marketing in Wenzhou region as a whole is still in the initial stage. Even more, the network marketing development of the small and medium-sized clothing company is in the theoretical research and exploration stage. The purpose of this study is to do the network marketing theoretical research for small and medium-sized clothing company, to promote the development of Wenzhou garment industry and to improve the economic theories. The more important is to understand why Wenzhou small and medium-sized women's clothing company does not carry out network marketing, and also their views and understandings to the network marketing.