天裁秀网站营销方案策划社区营销实施
摘
电子商务快速发展促进网络济蓬勃发展加剧企业竞争提升核心竞争力企业开始涉足电子商务注重网社区营销鉴文首先简述电子商务发展现状然网站营目标营策略天裁秀网站发展现状进行分析接着天裁秀网站社区营销方案进行详细规划提出实施步骤出文结天裁秀网站综合运博客营销微博营销视频营销病毒营销等种营销方式网站社区进行持续宣传断提升企业影响力市场占率具实践意义研究课题
关键词：天裁秀斗秀场营销策略 社区营销
THE IMPLEMENTTATION OF THE TIANCAI SHOW WEBSITE MARKETING PROGRAM PLANNING AND COMMUNITY MARKETING
ABSTRACT
The rapid development of ecommerce promoting the vigorous development of the network economy increasing the competitiveness of enterprises In order to enhance the core competitiveness businesses are beginning to get involved in ecommerce focusing on the online community marketing In view of this the paper first outlines the development status of ecommerce and then analyze the development status of the site＇s business objectivesand business strategy and then the Tiancai show site and community marketing programs and carry out detailed planning and proposed implementation steps to arrive at the conclusion of this article The author hopes that the Tiancai show site use blog marketing for microblogging a combination of video marketing viral marketing marketing websites and communities sustained advocacy in order to continue to enhance the influence and market share is the practical significance of research topics
Keywords The Tiancai show Pitching their wares Marketing strategyCommunity Marketing
目 录
摘 I
ABSTRACT II
第章 引言 1
11 电子商务发展现状 1
12研究背景研究现状 2
第二章 天裁秀网站发展现状 4
21网站营总体分析 4
22 网站足处 4
23 结 5
第三章天裁秀网站营销方案策划 6
31目标市场分析 6
32竞争手分析 7
33营销方案策划 7
331建立高水准B2C网站 7
332选择合适营销方式 8
333 断创新营销方式 11
334 提供优质网购服务 12
34 结 13
第四章 斗秀场社区营销方案策划实施 14
41社区营销策划 14
42具体实施营销方式 15
43社区融入程策略选择 18
44提高网站员营销意识力 20
45结果预期 20
46结 20
第五章 结展 21
51文研究结 21
52创新足 21
参考文献 22
致 谢 23
附录 英文文献翻译 24
英文原文 24
中文翻译 30
附录二 社区部分功实现 34
第章 引言
11 电子商务发展现状
着国网民互联网应商务化程度迅速提高娱乐化倾继续提高网络应越越普2011年半年部分网络应网民中更加广泛类网络应户规模持续扩中商务类应表现尤突出网支付网络购物网银行半年户增长率均30左右远远超类网络应
2010年3月温家宝总理2010年政府工作报告强调：积极发展电子商务电子商务第次出现国家政府工作报告中见国家发展电子商务重视支持着互联网快速发展群中普化越越企业认识发展电子商务重性推动国电子商务发展网络便捷已开始改变生活改变传统消费模式越越消费者开始选择网购CNNIC报告2009年少网买次东西中国网民数历史性突破1亿达108亿2010年网购数达142亿截止2011年年底国网数已突破5亿[1]现国网民数量断飞长网购群会断增长时会越越企业进入网络市场
年电子商务快速发展伴影响力行业开始涉足电子商务仅服装电子产品音制品图书等行业发展快速外贸源制造金融等行业方面呈现出蓬勃发展势头企业开始建立网站电子商务服务网络公司已形成初具规模电子商务服务业着互联网技术高速发展电子商务模式日益变化仅企业消费者间B2C交易模式消费者企业间电子商务C2B交易模式产生消费者消费者间电子商务C2C模式企业中间监消费者间电子商务BMC模式企业政府间电子商务模式B2G等着3G时代移动电子商务迎良发展势头
12研究背景研究现状
信息技术快速发展互联网已开始普企业运网络更种普通现象服装行业已网络紧密联系起利网络宣传销售产品成成功服装企业必须达目标互联网虚拟世界世界中营销宣传产品提高品牌知名度互联网销售服装服装行业发展新趋势机遇更挑战众网络品牌服装创造销售成绩越越新商业环境服装品牌说选择种网络营销策略企业发展关重伴互联网快速发展服装已成国消费者进行网购第商品国服装电子商务呈现快速增长态势初PPG开始淘宝网客诚品等网站推动越越传统服装企业加入电子商务军拥庞传统服装营销渠道型企业处起步成长阶段服装品牌商会选择网络营销统计2008年国服装网购总额达172亿元年增长1272008年中国网零售市场交易规模达1220亿元2009年中国网零售市场交易规模达2526亿元2010年中国网零售市场交易规模达5131亿元2011年中国网零售市场交易规模达7634亿元年成倍速度增长[2]服装电子商务快速发展网络营销成许品牌服装企业提升利润扩展市场新策略
表11 中国网零售市场交易额变化
年 份
亿元（民币）
增长率
2008
1220
——
2009
2526
107
2010
5131
103
2011
7634
49
着信息技术网络快速发展电子商务种势挡发展趋势全国蔓延越越开始知道电子商务开始尝试网购催生数购物网站购物网站营销发展引起广泛关注学者做深入研究丁蕾电子商务网站赢利模式分析指出着电子商务应断增长越越网站开始盈利目前电子商务网站种类繁总结出九种电子商务网站盈利模式进行分析提出网站盈利条件[3]周勇吴玉萍网络团购电子商务模式研究中通网络团购发展现状分析研究网络团购行性目前流行三种网络团购电子商务模式进行述[4]郭蕊企业网络营销问题研究指出国网络营销起步较晚发展迅速目前已国企业广泛采网络广告网络会员制营销模式快速推广[5]胡继国国网络营销发展中存问题策研究指出国网络营销尚处起步阶段发展总体水较低存诸问题指出发展网络营销需政府企业消费者协努力改善网络消费环境更新网络消费观念积极创造条件推动网络营销良性发展[6]
第二章 天裁秀网站发展现状
21网站营总体分析
1网站目标户
网购历般服装开始服装网购已成现种潮流趋势天裁秀网站正适应时代发展需求新成立面学生白领群B TO C网站通户服装搭配体验户间交流购买服装现年轻购买服装流群网站定位2035岁年轻族
2网站侧重点——注重客户体验
目前网络零售竞争焦点转换率顾客留住消费者说购物种轻松愉快简单休闲活动果网购买手提包花半天时间商品图片半天载者想解款服装适合种身份没法咨询等诸类会限制网站发展统计数显示消费者浏览购物网站70终放弃选择商品
天裁秀网站实现电子商务必须消费者提供富交互意义购物环境消费者带真正购物体验天裁秀网站原创时尚创意公益宗旨面白领群B2C网站天裁秀网站会努力造服装营中体验先购买种全新营模式户感受实体店购买服装样快感样真实
22 网站足处
服装网络市场竞争日益激烈天裁秀网站定位年轻族服装品牌竞争重点互联网时代定注重营销首先通营销提高消费者网站解吸引网站购物营销方面天裁秀网站客诚品学爱网络爱爱晚起爱夜间排档爱赛车爱29块TSHIRT什旗手谁代言韩寒代表样客韩寒广告风靡全国客创造年销售20亿佳绩
天裁秀网站现刚刚起步相许成熟服装网站例客落许天裁秀网站旗社区等模块特成熟资金投入够服装存价位较高款式特新颖等问题相信达两三年发展天裁秀网站会成行业中领跑者吸引50年轻族成服装网站佼佼者
23 结
网站营营目标客户体验进行分析两方面天裁秀网站营进行分析指出天裁秀网站提高营水需断完善网站足定注重目标客户营注重客户体验
第三章天裁秀网站营销方案策划
网络时代需进行细致营销策划分析树立网站品牌增强品牌影响力
31目标市场分析
中国白领网络购物调查研究报告显示服装鞋帽化妆品类等商品已超传统图书音成白领网络购物商品类型前白领群购物惯正发生着巨变化线购物已渐成流天裁秀网站服务象学生白领时学业压力工作压力更愿意追求时尚潮流新鲜感天裁秀网站充分抓住消费者特点断完善网站建设网站更趋目标群喜达更营效果
淘宝拍拍京东商城样成熟购物网站已吸引部分网购群天裁秀网站竞争认天裁秀网站具众社区——斗秀场利斗秀场台进行进行网络营销斗秀场社区游戏模块交流评模块推荐模块游戏模块户想买衣服裤子进行搭配效果交流评模块户企业者户间搭配效果互相交流评推荐模块约会求职面试等等着装进行推荐
天裁秀网站斗秀场社区进行广泛宣传斗秀场游戏模块评模块推荐模块进行细化增强欢乐体验感增强实价值购物网站做例淘宝商城现店铺仅衣服选固定模特进行试穿消费者进行搭配消费者搭配效果空想象天裁秀充分发挥网站优势提升市场占率
32竞争手分析
优秀网购网站淘宝拍拍京东商城等品牌服装企业客拥吸引力首先信誉保证次物流优质服务退换货保障淘宝拍拍保证7天条件退换货客户确认签收果发现质量问题然选择退货淘宝建站时间早相关信保证（支付宝）服务做消网购疑虑赢消费者支持
作淘宝网站总公司——阿里巴巴拥独特企业文化阿里巴巴梦想通发展新生意方式创造截然世界 阿里巴巴命天没难做生意求员工拥抱变化 ——迎接变化勇创新适应公司日常变化抱怨面变化理性充分沟通诚意配合变化产生困难挫折调整正面影响带动事 工作中前瞻意识建立新方法新思路创造变化带绩效突破性提高淘宝网推出客户退货进行绩效考评类商品商类店家退货例进行排名退货次数较高予相应警告处罚见淘宝消费者服务断追求完美网购竞争激烈时代网站想发展定做信誉物流售服务服务作善美
33营销方案策划
331建立高水准B2C网站
企业网站建设网络营销效果直接关系B2C网站直接面消费者销售产品服务样销售减少中间环节降低商品价格消费者会更吸引力天裁秀网站刚成立网站形象宣传风采展示公司产品宣传成建立初期网站目标服装网站言品牌形象关重特互联网技术高度发展天客户通网络解网站产品形象实力网站形象决定客户产品信心建立具国际水准网站够极提升天裁秀网站整体形象
332选择合适营销方式
现网络营销活动传播方式聚美优品需通发邀请链接相传TOM案例传播需复制邮件里段话粘贴QQMSN话框发送方便
认适合天裁秀网站营销方式点：
（）博客微博营销
天裁秀网站设计传播方案时需结合传播者心理特征等方面综合考虑确定合适传播方式天裁秀目标客户群青年代QQMSN选择QQBBSEmail博客微博等开展营销活动
博客营销利博客种网络应形式开展网络营销博客具知识性性享性等基特征正博客种性质决定博客营销种基知识资源网络信息传递形式开展博客营销通知识传播达营销信息传递目[7]
微博现较流行数断增种新兴传播媒体时微博需转发具高电脑水需手指轻轻转发[8]新浪网易等等注册微博然利更新微型博客家交流
天裁秀网站应该新浪网易等样型网站建立官方博客微博时保持定期更新断发布企业种新资讯介绍斗秀场优点发年轻感兴趣关服饰搭配容斗秀场典搭配服饰进行宣传发关相关服装品质鉴知识等吸引特定消费群博客微博营销中建议企业更精力放微博营销中微博营销需转发具电脑基知识点便感兴趣容转发微博促进信息二次传播
（二）病毒式营销
病毒式营销成较低影响较种营销方式通提供价值产品服务家告诉家口口相传方式消费者商家进行宣传享利益时够亲友分享种典型效双赢策略许企业采纳实现良营销效果建议天裁秀进行病毒式营销时考虑选择微博传播方式相结合世界感情动物容易感动病毒营销定营销中注入情感原素消费感通病毒营销感受浓浓情意关怀样营销活动定会事半功倍消费者营销感动时会信企业愿企业宣传
天裁秀网站利中国注重娱乐节目惯制作娱乐节目关病毒营销关注亲情爱情等方面病毒营销样病毒营销更容易引起消费者关注更容易走进消费者心引起消费者鸣实现双赢例山西华康药业网站开展网赠药病毒营销方式访者发咨询电子邮件讲述病情华康网医师会患者病情寄药品华康健康导服初效果时患者会继续华康邮购药品[9]
（三）事件营销
事件营销指企业利具新闻价值社会影响名效应物事件通详细策划吸引相关媒体社会团体消费者兴趣关注求提高企业产品知名度美誉度树立良品牌形象终促成产品销售天裁秀网站利种热点新闻事件尤学生白领感兴趣新闻事件进行相关事件营销提升网站知名度
（四）差异化营销
差异化营销指企业根已细分市场选择两企业相产品进行详细较找出企业产品相优势进行差异化营销天裁秀网站分析网站相关服装网站优缺点找出天裁秀网站拥网站没优势进行差异化营销例天裁秀网站顾客行选择喜欢衣服进行搭配现购物网站做网站宣传卖点
(五)公益营销
网络公益营销低成效传播受企业喜爱果企业希获更网络营销效果应该容创新方面断努力着建设谐社会发展求企业断提高社会责意义承担社会责时企业国家政策相结合推进公益广告发展网民言惯娱乐新闻许会存审美疲劳适挖掘性善理念前社会流文化托配合企业产品适时推出公益营销成容创新亮点
天裁秀网站着公益宗旨组织灾区孩子捐赠学品学生贫困生捐赠衣服仅提高企业社会责感增强企业社会影响力更形中宣传企业扩企业影响力天裁秀网站公益事情微博发出号召更加入时成组织者公益事业进行底样断提升企业网民心目中形象
（六）社区营销
（1）实体社区营销
实体社区营销指现实生活中区象老年社区青年社区高档住宅区普通住宅区等面区进行针性营销方案制定城市中社区蕴藏着巨潜力社区营销已逐渐企业视种全新分销方式越越企业关注区进行社区营销时直接面消费群目标群集中宣传较直接信度高更利企业形象宣传营销氛围会制造销售营销效果作普遍宣传手段针特定目标组织特殊群进行重点宣传直接掌握消费者反馈信息针消费者需求时宣传方进行调整
斗秀场目标群年轻代居住环境选择般年龄居住起年轻居住区成斗秀场进行区营销目标通服装展示例请区白领穿天裁秀服装进行赛设计服装获名次会相应奖励城市年轻区进行宣传然斗秀场举办服装搭配赛
学生固定群体学校发传单学网站社区进行宣传斗秀场社区时女性俱乐部进行宣传时尚网站社区进行宣传样效果会较
（2）虚拟社区营销
网络社区已成真正意义聚会场成功网络社区甚会线现种规模社团加入中形成网络社会会员俱乐部
着社区会员俱乐部建立天裁秀网站社区会员需求分析环直接影响会员社区参忠诚度天裁秀网站企业建立社区没会员需求进行分析天裁秀网站社区活动容针性提高户参热情天裁秀网站提供定技术保障获取稳定户购买行线销售统计资料总结纳出会员喜会员提供高品质服务次会员登录时动显示出前购买相似风格服装 外根会员注册时域动检测IP址南北方会员提供区温度相适宜服装定期会员相应折扣会员生日注册满年推荐会员加入等礼品赠送
333 断创新营销方式
微博营销病毒营销断创新断寻找新机会进行新营销方式选择吸引消费者全新注意力样消费者种新鲜感增强网站消费者吸引力增强营销活动效果企业网络营销断创新精神敢创新创新企业断成长基石具超前意识创新力企业成功重素SONY身听3M立贴通创新带动企业成长
例3M公司中国推出种创新营销模式—技术篷车 出心裁启种行走式贴身营销模式产品技术直接带客户面前通流动技术站行技术员真实直观解客户需求强化精准营销效力3M街路演篷车方式做户外广告值天裁秀学成较低消费者面面接触深入消费者群体
334 提供优质网购服务
网站充分利网络快捷跨域优势进行信息传递网站产品进行时报道牢牢吸引住目标象产品信息传播效性远远提高时提高产品销售力现阶段传统售服务手段已远远满足客户需消费者提供便捷效服务优质服务留住顾客增加销售
顾客服务
增强顾客关系
留住顾客
增加销售
图31 留住顾客增加销售模式
Lands’End例家服装箱包日百货领先老牌零售商世界直销商Lands’End 网站营中提供性化客户服务提出微笑式网服务网络营销策略购物者享受公司代表实时交互感觉Lands’End提供性化服务网站设计中注重网页体层面促进客户交谈刺激合作进行交际客户进行顾帮助顾客选择合适尺寸合适礼物者衣服相适应配件询问应样购买性化衣柜等等[10]
天裁秀网站通线供求系统实现网供求信息查询订购交易联系优化信息流通渠道时定网站服务做精做信息时代产品质化现象日益增情况谁做服务做户体验谁拥市场导权
34 结
章针天裁秀网站营销方案策划进行分析首先目标市场进行分析然竞争手进行分析指出淘宝拍拍样商城优点然针天裁秀网站特点通建立高水准网站选择适合营销方式进行营销方案策划
第四章 斗秀场社区营销方案策划实施
天裁秀网站新建立针学生白领群B TO C服装销售网站特色斗秀场社区该社区中仅玩游戏试衣间行进行着装搭配举行投票评户进行交流推荐互动社区做斗秀场社区营销实施关系天裁秀网站持续发展重保证
41社区营销策划
1网络社区营销优势
网仅聊天购物喜欢特定社区爱交流网络社区应运生网络社区网站提供虚拟区域网民产生互动情感维系资讯分享兴趣爱网友吸引虚拟空间达成员相互沟通目达商品营销效果网络社区营销网络营销手段网站营者角度网络社区营成功仅带稳定更新会加增加广告收入时注册会员更拥独立资讯存放讨空间着网络会员数断增会通会员影响吸引更户社区玩通交流社区营销造良场
2网络社区分类
社区功分市场型服务型销售型三种市场型社区B TO C 果目标客户群80较适合建立市场型社会[11]类消费者追求生活品位企业做市场型社区时推广企业文化认服务型社区提供专业售服务技术支持例西门子社区偏技术性专业性企业较适合建设类社区样程度降低服务成提高效率顾客满意度销售型社区目前成功少消费者越越理性社区会浏览售前讨售评太会留言样利企业辨户需求购买意企业网络社区销售功普遍难推进
3天裁秀网络社区营销策划
（1）天裁秀选择市场型社区营销
仔细分析三种社区分类斗秀场社区针学生白领消费群特殊性认选择市场型社区进行营销较目标群较时尚前卫社区仅通服装搭配买衣服效果样欣赏水准年轻点评作参考果实挑选合适衣服社区推荐模块根购买者穿着场合购买者体形求搭配出套适合出席场合衣服样仅满足消费审美需求时网站提供搭配衣服集沟通销售良互动台
（2）天裁秀社区定位
优秀网络社区功包括电子BBS电子邮件聊天室讨组回复时通知博客功网络社区分综合性专业性两类专业性社区分建设网络社区通网站专业社区新浪网社区容囊括社会生活方方面面阿里巴巴容定位网商相网络营销效果阿里巴巴样网络社区营销会较
天裁秀服务象学生白领较时尚族网成天必修课着网络社会吸引力断增样年轻会成社会力天裁秀社区定位明确阿里巴巴样特定群服务定位较明确会员相互影响力会较时会员会较具购买力商品信息受中反应率较高样利吸引目标客户群达营销效果适应社区营销
42具体实施营销方式
1社区软文
着互联网快速发展社区软文营销越越受企业关注软文通幽默新颖吸引事图片吸引兴趣读文章达宣传企业目果天裁秀网站理者首先会通企业专业者通网络寻找写软文专业士进行关斗秀场社区服装等方面宣传然社区发布天裁秀网站利软文进行社区宣传提高网站知名度
2视频营销
2006年视频广告正断显示强营销效果着P2P技术成熟互联网视频文件丰富视频营销日益成企业营销模式调动网民积极性创造力视频文件真正网流行天裁秀网站会引导天裁秀网站需制作关斗秀场服装搭配视频中融入搞笑时尚元素样引起年轻白领关注企业制作视频文件方面次企业网站宣传电视剧相结合需定投入着现热播电视剧越越天裁秀网站会斗秀场宣传通简短广告融入网络热播电视剧影视剧选秀节目序幕中提高社区影响力会定成效果会
着真秀电视节目热播真秀成现吸引公众眼球营销方建议会斗秀场举办美女试穿衣服赛美女搭配衣服进行介绍录音形式进行赛时通斗秀场博客微博宣传方式进行宣传典录音制作成视频次网络进行宣传
3病毒营销
着2006年博客BBS蓬勃发展病毒营销理实践操作方法实现土化创新病毒性营销真正意义通传播病毒进行营销病毒形容种营销方式强力宣传感染力传播力企业天裁秀思维角度审视病毒营销跳出网络广告固模式种全新视角做广告例世界工作面全球征选堡礁守岛战略短短56天全球媒体争相发报道原120万美元媒体预算总值超1亿美元媒体报道[13]关注度永远营销活动第思考原没关注营销活动根没效果天裁秀企业进行病毒营销时减少营销痕迹消费者感觉值信息乐宣传
现通天裁秀网站通极具创意设计容网络事短片等电子邮箱等网络活动网络通消费者相互影响交流形成强力宣传形式病毒性营销消费者通动沟通交流商品品牌形象达种客观认识形成强消费者网络影响力创意病毒营销容没创意病毒性营销注定失败天裁秀网站进行病毒性营销时定符合企业服装设计理念创意容易目标消费群认接受样会乐意传播企业宣传理念
斗秀场户进行衣服搭配户间搭配效果进行评时户约会求职提供搭配建议符合现代年轻购买衣服需求着现代购物体验求着3D技术成熟3D虚拟商城身境三维立体效果优势3D 虚拟商城必然成未服装网络营销发展趋势斗秀场正3D 虚拟商城初级阶段网站通网络等种营销渠道进行力宣传斗秀场种3D 虚拟商城发展趋势户真实身形虚拟商城行走进入家店铺进行商品挑选商品进行360度全方位欣赏价格尺寸材质查真实身形试穿衣服观试穿效果仿佛身境真实商场浏览样增加潜客户商品接触时间增加购买机会网络购物更趣斗秀场户里购买情况短片网络进行强势宣传
4活动营销
活动调动网民参社区积极性时奖励活动网民吸引力会更斗秀场常举办种活动带动网民参社区建设激情斗秀场月两三月搭配模块举办服装搭配赛年举办型赛推荐区进行推荐明星选拔交流区进行活跃户选拔等次举办活动前仅网络社区校园坛进行宣传校园进行现场宣传新型年轻社区进行重点宣传利QQ群微博进行营销时采传统传单进行宣传总断提高活动举办效果活动适发奖励天裁秀纪念品活动精心设置奖项天裁秀服装选件享受天裁秀购物贵宾折扣
43社区融入程策略选择
1斗秀场社区会员融入两点程
（1）提供差异化服务
着天裁秀网站断发展壮会越越会员斗秀场会员结构会发生变化会员年登录忘记户密码会员信息发生变化会员注册帐号等等网站需会员资料进行整理必进步细化
斗秀场社区需户提供差异化服务服务细化进步产生利润社区根会员网站密切程度高端会员提供更额外服务根会员访问目标访问容时间等通活动方式会员保持互动固定会员提供更服务
（2）培养优秀版
社区特殊喜者户体验顾客群体通网络社区形式建立起某种常性联系网络社区参者分享喜体验通网络贴发表新贴表述意见时浏览信息获户体验提高种户体验分享方式达效果已仅仅单累加级数增长天裁秀网站定会注重方面提高户体验感觉首先需培养社区优秀版
版社区版块理者社区重组成部分版版块灵魂物版块发展起决定性引导作斗秀场社区发展中断培养优秀版例游戏模块交流模块推荐模块初时候先部工作员担版模块产生两名版版块发展进行引导积极解决会员提高社区发展定阶段通网民选举版社区BBS发出通知吸引优秀竞选版时相关坛宣传时产生版般定影响气时版块理具定专业知识知道操作版块时社区发展相致
版常举办活动新会员热烈欢迎营家庭样营版块成功版会吸引越越会员坛会通身影响力引导坛舆导消费者会太关注企业说法重购买顾客户意见企业网站社区正面传播新产品性优越消费者会质疑现公社区企业会通雇佣版民意领袖正面引导舆影响售前天裁秀网站网站首先鉴企业验次请版企业产品感觉户社区免费宣传
2社区营销注意事项
网络社区进行宣传然花费精力效果非常天裁秀网站进行网络社区宣传首先选择潜客户网络社区女性时尚杂志坛瑞丽女性学生高校样坛者气较天涯网络社区天裁秀网站进行社区营销时注意细节社区营销时直接发广告样贴子般会作广告直接删起宣传效果编辑坛头签名头企业标志签名写斗秀场宣传加入网站介绍连接坛做宣传时定发高品质贴子版设置精华帖子置顶吸引更流量发高质量帖子专注点花费较精力获较效果坛时候帖子气氛气适找托者注册两账号进行气氛烘托
社区维护量般企业完全力支付社区维护费企业社区部门关联完全独立市场员需踪服务部门需支持企业部协调社区做数库整合包括线线规模企业户数库整合技术问题部门间协调难度数库整合定手工程整体销售服务数整理似没关联数整合起形成利益链利益链中心户需求
44提高网站员营销意识力
天裁秀网站营销方案实施网站工作员具体操作工作员营销意识力直接关系着营销效果天裁秀网站加强工作员培训首先工作员意识网站营销计划具体方案实施具体步骤员工工作中提高服务水优秀服务赢顾客次定期营销计划效果告员工员工起总结营销中足提出良发展建议员工营销进行绩效考核限度调动员工积极性提高企业营销效果
45结果预期
通天裁秀网站社区进行细致营销活动仅会吸引时尚白领更会吸引越越学生斗秀场感受搭配带全新感觉宣传活动断进行断创新样取更效果天裁秀网站具服装搭配优势目前购物网站欠缺时果天裁秀注重网站推广坛营销斗秀场社会户注册数会成倍增长果注重营维护定会成服装购物网站佼佼者
46结
章首先介绍网络社区优势网络社区进行分类然天裁秀网络社区进行策划接着指出通软文病毒营销视频营销等方面指出具体实施营销方式然提供差异化服务培养优秀版等方面提出斗秀场社区会员融入方式提高网站员营销意识力样断提升斗秀场社区影响力
第五章 结展
51文研究结
着企业竞争环境日益激烈产品质化现象日益严重营销成企业提升核心竞争力必选途径天裁秀网站针学生白领服装销售网站建议利斗秀场社区优势进行网站营销社区营销断扩品牌影响力通博客微博营销公益营销断提升企业形象吸引更目标消费者成社区忠诚户进会形成良性循环促进产品销售
52创新足
文写作程中参考学者网站营销社区营销方面研究资料鉴中观点网络社区营销现实社区营销结合起水验阅历足网络营销方面解够深入策部分难免研究深入存完善方网站营销永恒话题营销理念着时代断变化希学者继续进行深入探索会学工作中坚持解
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致 谢
初期文选题网站材料收集设计制作期文修改花4月时间文撰写程中特感谢文指导老师指导督促谅解包容感谢学帮助利完成网站设计天裁秀网站相关负责提供现场学解企业机会
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附录 英文文献翻译
英文原文
Views on the Development of ECommerce of
Chinese Clothing Industry
Chen Zeng
Institute of Art and Fashion Tianjin Polytechnic University Tianjin 300387 China
Email zengchentjpu@163com
Dong Xu
Institute of Art and Fashion Tianjin Polytechnic University Tianjin 300387 China
Email tjxudong@163com
Abstract
Ecommerce provides an advanced information service platform and a broad market space for clothing enterprises The practice of Ecommerce of Chinese clothing enterprises is beginning to take shape but not yet mature Under the premise of ensuring the quality of products Chinese clothing industry should conform to the trend of the times improve enterprise management system pay attention to the integration of production and marketing make full use of current technologies and enhance service capabilities thereby promoting the enterprises＇ core competitiveness
Keywords Ecommerce Chinese clothing industry
1 Introduction
11 The concept of Ecommerce
Ecommerce refers to the commerce behaviors including exchange information sale of goods and services as well as payment and transfer that are conducted through the use of computer networks As we all know Ecommerce which has been widely used in business affairs is not only simple network marketing Its essence and core is to provide specialized diverse practical and open information service platform to enable enterprises to quickly achieve the globalized allday operation truly reduce costs to enhance efficiency and better meet the individual needs of consumers Due to the worldwide Internet popularity and deep changes in network marketing Ecommerce would bring a broader and more valuable market space for clothing enterprises
12 The benefit of Ecommerce
Ecommerce can bring many benefits to clothing enterprises First a collaborative network of clothing enterprises built up by the usage of Ecommerce can significantly reduce the construction costs of logistical system Second Ecommerce reduces the intermediate links between manufacturing and retailing of clothing and shortens the circulation decreases the stock of inventory improves transaction efficiency Third enterprises can directly get customers’ recognition and achieve sales promotion and quickly adapt to changes in the market to meet the individual needs of consumers through Internetbased customer information and market research analysis Fourth Ecommerce makes clothing enterprises ready to integrate into the international market break down a few enterprises’ monopolies in price and barriers to avoid the business loss of lowprice competition In short to Chinese clothing enterprises the implementation of information management and network marketing will bring infinite business opportunities and enable the longterm progress Clothing Ecommerce has become one of the basic forms of Fashion Marketing
2 The main content of Ecommerce in clothing industry and how to improve it
In China the Ecommerce in clothing industry as a new marketing tool has changed operating methods of some clothing enterprises and mass consumption concepts making online shopping become one of important patterns of mass consumption Compared with developed countries Chinese Ecommerce of clothing business is still at an early stage of development facing both the opportunities and challenges Based on current economic conditions technological conditions and the comprehensive analysis of the clothing industry situation I believe that Chinese clothing enterprises should follow the development trend of the times strive to improve the quality of the products upgrade the clothing production and marketing chain and continuously perfect enterprise management system make full use of scientific and technological means to enhance service awareness and service quality and thus enhance the competitiveness in the international market which meanwhile will also benefit consumers from product quality improvement and cost reduction Specifically I suggest the clothing enterprises manage in following aspects to promote the development of clothing industry Ecommerce
21 Focus on core competitiveness of enterprises by ensuring product quality enhancing brand awareness and emphasizing resource integration in industrial chains
First of all due to the strong fashionable and seasonal demand in clothing production and marketing clothing enterprises facing a variety of consumer demands and rapidly changing market must make a quick response This requires clothing enterprises integrate all the interested parts in the process of operation such as fabric and accessories procurement clothing manufacturing clothing distribution inventory management transportation customer and sales into a tight chain effectively arrange production supply and marketing activities in order to meet companies’ needs of quick and efficient production and business using social resources Competition between clothing enterprises to compete in the context of Ecommerce is to some extent industry chain competition This integration is reflected in the management of suppliers upstream and downstream industries as well as external cooperation embodied in the group＇s ability to integrate the management of the upstream quality control and downstream distribution sector supervision and control In this way the quality of products can be ensured from the procurement production and sales sections while the efficiency of production and marketing will be improved For example in order to control the quality of clothing from raw material procurement stage PPG signed its own fabric processors and connected the purchasing department of fabric suppliers and clothing manufacturers to carry out close cooperation
Second one reason of the current low level of Chinese clothing market is in the high homogeneity From relatively similar fabric quality or style or even store display to the small difference between brands this has become a serious impediment to the development of China＇s clothing industry At the same time the rapid expansion of Ecommerce consumer groups as well as the resulting structural changes will inevitably demand the diversification of clothing products If clothing enterprises want to take a firm stand in the extremely high classified levels of physical and online clothing market they have to find their own positions accurately by targeting specific consumer groups develop distinctive brands develop from a single model to diversify expand from a single brand to multibrand multiseries ultimately improve product coverage Improved competitiveness sales and profits can be only achieved by increasing the level of differentiation of products and services
In particular on the one hand enterprises should focus on the main brand establish their own brand image On the other hand enterprises should focus on the brand extension the development of a strong brand to a new type and style while first focus on highlevel target consumer groups then through fashion’s passing character extend product to similar adjacent social groups In sum enterprises should enrich the variety of brands based on the needs of consumer groups and market situation Take VANCL as an example VANCL adhere to international firstclass quality reasonable price for middleclass brand positioning Product line started with men＇s shirts then develops different styles and styles of men and women clothing and hundreds of household items along this line from work life and personal to outdoor Each product expansion of VANCL is dependent on its users’ increasing shopping demand however the clothing enterprises can not expand brands blindly instead they must fully consider their own strength and strategic positioning Such as the Joyo their product lines continue expanding in recent years which is built on a solid strength online marketing strategies
22 Upgrade enterprise management system establishing a flat organization structure
When developing Ecommerce clothing enterprises need to reduce the lag time between decisions and actions accelerate the response to markets and competition Only in this way can they seize the business opportunities understand the consumer and finally reach the rapid development of enterprises In order to achieve this goal the clothing enterprises should appropriately reduce the middle management levels by establishing flat organization structure innovate the way of information communication within the organization to improve communication efficiency thereby rapidly increase the capacity of decisionmaking implementation to reach more sensitive reaction Specifically enterprise decisionmakers directly contact with primary performer primary performers adjust the strategic decisions and implement them in time according to actual situation gradually weaken the function of old middlelevel organization and then turn to the first line of integrated scientific research management production and marketing so that establish enterprises a flat structure organization model Clothing enterprises decentralize decisionmaking power cooperate with the division of responsibilities highlevel decisionmakers grasp great issues such as the firm＇s strategic development direction while primary performers adjust rapidly and implement timely according to specific details the external situation and information So the enterprise developmentplanning will not just grow constantly but also can be adjusted while implementation as the market changes and consumer needs The accelerated dynamic response not only increases the opportunity for the manufacturer to reach consumers directly but also enables consumers to benefit from the reduced flow cost
23 strengthen the network platform construction and cultivate a professional clothing Ecommerce management team
Ecommerce can not go smoothly without technical support provided by complete network platform First of all apart from the need of ensured product quality a well functioned network platform results from a sound classification system and powerful search engine so that customers can more conveniently retrieve demand goods with different conditions purchase products quickly and easily Second it is highly demanded to develop various application software for easier and more accurately online fashion show and try on Most of Chinese clothing shopping Web sites attach simply pictures to show the color details craft and other characteristics respectively or the effect pictures with live models dressed in these clothes to demonstrate the style composition color and others But this kind single presentation format is usually twodimensional display the delivered message is not comprehensive enough and besides different computer terminals show different effects In order to solve such problems the Western countries have developed threedimensional body scanning measurement software and virtual online tryon systems Such as the virtual tryon system developed by the Fashion Me Association can provide customers with such services as online consultation about buying clothing try on clothing the search query and clothing customized services as well Another example is the clothing NAD (net aid design) networkaided design websites in the United States Internet users and designers can achieve a common online design and the twodimension pieces can be put on threedimensional human body model However even if how powerful both are consumers can neither know the touch sense of fabric nor the actual tryon effect These deficiency need to be compensated from the service of distribution channels Last payment security web design and display skills also need to be considered
Clothing enterprises should also increase the education and training and active learning success of clothing enterprises of foreign advanced technology tools and management experience focusing on attracting and cultivating talents with knowledge in clothing and information technology complex to and improving the overall quality of staff Only by establishing a master group with modern electronic technology familiar with the laws of economics marketing can the enterprises stand in the customer demandoriented modern clothing market
24 Enhance service awareness to provide thoughtful and careful Terminal Services meet consumer demand
In the physical clothing store to buy clothes you can enjoy a very comprehensive range of services such as returned goods free laundry and so on However buying clothes online is very difficult to enjoy such valueadded services In order to attract more consumers to shop online choose their own enterprise products Clothing enterprises has to improve the quality of Ecommerce service Clothing companies can try to upgrade the quality of service the following areas satisfy consumer demand while expanding the network to reach the market increase sales and win more profits
First Consumer can tryon after receiving the clothes The classification of many clothing products although the size standard is relatively uniform but styles and wearing occasions are so vastly different Uniform fashion costume and underwear that require a higher on the dress effect and comfort consumer need to tryon before deciding to buy or not In today＇s network marketing conditions consumers only acquire the graphic information about clothing through the network clothing size and effect have to rely on the visual experience or through the abovementioned auxiliary software to determine The network will inevitably result in misunderstanding such as sizes are not fit styles are not satisfied the color deviation The clothing company can avoid these problems if they allow consumers to can tryon after receiving the clothes This will not only get the trust of consumers improve satisfaction but also the enterprise will establish a good service image For example VANCL try to encourage the user to tryon This won a large number of consumers
Second Unconditional Return policy must be practiced When clothing users purchased online does not fit replacement or return is one of the problems encountered by the Ecommerce clothing enterprises They often made harsh Returns policies making online shoppers daunting Even if the clothing enterprises agree to provide consumers with returns freight charges are often paid by the consumers themselves increasing the burden of online shoppers In most western countries and some Asian countries and regions including Hong Kong Unconditional Return system has become a business practices for a long time If they are not satisfied with the items purchased can be no reason to return This requires that the merchants not only need to ensure product quality but also need to better fulfill their commitments This is not only a clothing company on product quality reputation but also is a manifestation of their social responsibility For example VANCL launched the 30 days no reason to Return service the return rate does not increased there was even a decline Return unconditionally requires the integrity of businesses but also a test of the consumer＇s shopping rational and cultural quality
Third Low shipping or free shipping policy is necessary Ecommerce industry the current freight charges in two ways The first is tryon online shoppers must purchase a certain amount of products to enjoy the free shipping treatment The second method is tying goods purchased online shoppers and merchants to be with other specified items to enjoy the free shipping treatment Both methods increased to varying degrees the cost of added burden on consumers shopping to customer loyalty and satisfaction decrease In the premise of ensuring quality of products businesses should be possible to reduce transportation costs Reduce transportation costs depend largely on corporate ownership or use of efficient reasonable smooth logistics and distribution systems mainly through third party logistics distribution is mainly a variety of distribution modes coexist For example in April 2009 VANCL announced the cancellation of the audience freight users to buy its products will be free of all freight This means not only online shopping customers lower the threshold again Also clearly conducive to further enhance the buying experience VANCL user
In summary the clothing enterprises should provide the most value for money products to customers as a core idea and strive to create a convenient fast thoughtful considerate service atmosphere solid foundation service capabilities focused on enhancing their core competitiveness better meet consumer needs
3 Conclusion
With the development of scientific and technological revolution and world economic integration process in depth clothing Ecommerce has become an important part of textile and clothing industry Chinese clothing industry should conform to the trend of the times improve enterprise management system pay attention to the integration of production and marketing make full use of current technologies and enhance service capabilities thereby promoting the enterprises＇ core competitiveness We have reason to believe that with the social and economic development clothing company＇s growing the popularity of computers the improvement of people living standards the continuous improvement of network technology Ecommerce has a bright future
中文翻译
中国服装业电子商务发展
摘：
电子商务服装企业提供先进信息服务台广阔市场空间中国服装企业电子商务领域实务操作业已形成定规模尚未成熟保证产品质量前提中国服装企业应该握时代脉搏改善企业营理注重生产营销结合充分利现技术外需增强服务力进提升企业核心竞争力
关键词：
电子商务 中国服装制造业
1 引言
11 电子商务概念
电子商务指包括交换信息买卖产品服务助电脑进行货款支付转账等商业行众周知已商业中获广泛运电子商务仅仅简单网络营销质核心提供专业化元化实务开放信息服务台企业够时进行全球化业务处理真真正正降低企业提高效率更迎合客户体需求产生成互联网全球普网络营销深刻改变电子商务够服装企业带更广阔更价值市场空间
12 电子商务处
电子商务够服装企业带处首先建立电子商务基础合作式服装企业网络够效降低物流系统建设成次电子商务够减少制造业服装零售业间间接联系缩短产品流通程降低库存提高交易效率次企业够直接获客户认增销量时迅速市场变化作出反应助基互联网客户信息市场调查分析系统满足客户体需求电子商务助国服装企业融入国际市场破少数企业价格市场准入方面垄断避免价格战导致贸易损失总言中国服装制造业企业言信息理网络营销运够带限商机长足发展电子商务已变成时装营销中基模式
2 服装业电子商务容改善方式
中国电子商务作种新营销手段服装业运已改变服装企业营手段改变众消费理念促网络购物成众消费种重模式发达国家相国服装业电子商务然处发展初级阶段机遇挑战存基前济形势科技水服装业现状全面分析认中国服装企业应该追赶时代潮流努力提升产品质量升级产品生产营销链时持续改善企业理系统充分利科学技术手段提升服务意识服务质量提升国际市场竞争力消费者产品质量提高生产成降低中获利具体言建议服装企业方面产业电子商务进行提升：
21着眼企业核心竞争力保证产品质量提升品牌意识强化行业链中资源整合
首先服装业强烈时尚需求季节需求面着种样客户需求瞬息万变市场服装企业必须迅速做出响应求服装企业营程中相关利益步骤例原辅料采购服装生产服装配销库存理运输营销整合成紧密链条效安排生产供应营销活动满足企业变生产营销需求电子商务背景服装企业间竞争某种程度说产业链竞争述整合程方面体现：供应商理流产业体现企业整合流质量控制流配销监外合作样方式原料获生产销售三方面产品质量够保证生产营销效率会获提高例原料采购阶段开始控制产品质量PPG公司拥专属原料处理商原料供应部门服装生产部门紧密结合促进更紧密合作
次中国服装业发展低水重原高度质性种质性体现相似原料相似质量甚相似店面展示雷品牌严重阻碍中国服装业发展时网络消费群体迅速崛起带结构变化导致服装产品样化果服装企业想实体销售网络销售趋细分市场中保席必须确定身定位寻找目标客户群体发展专属品牌增加产品种类增加品牌种类进提升产品普率提高产品服务独二性增强竞争力提供销量利润
特企业方面应该着眼拍建立专属品牌形象方面应该注重品牌延伸成功品牌拓展出新风格种类例起初针高端消费群体助时尚传染性产品拓展相似社会群体总言企业应客户需求市场形势基础丰富产品种类VANCL例VANCL坚持国际化流质量针中产阶级合理定价品牌定位始男性T恤产品链发展出种男装女装新样式数百计家物品满足工作生活私户外等种需求VANCL次产品扩张建立客户膨胀消费需求然服装企业盲目扩张品牌应该充分考虑身优势战略定位例Joyo产品链年持续扩张建立稳健网络营销战略
22 改善企业理系统建立扁式组织结构
企业发展电子商务时需减少决策行动前时滞加速市场竞争做出反应企业通种方式抓住商业机会理解顾客终实现身快速发展实现目标企业应该减少中层理者数量建立扁式组织结构促进机构信息传递方式创新提高信息传递效率提高决策力做出理性反应具体言企业决策者应该直接基层操作者沟通基层操作者调整战略决策根实际情况予实施逐步削弱中层理者作转赖科研理生产营销体化整合系统建立扁式组织结构服装企业应分散决策权责群体相互合作高层决策者握重问题例企业战略发展方基层操作者具体细节外部情况信息时调整时实施企业发展规划会仅仅持续前发展会市场状况客户需求做出调整种加速动态决策仅助生产者直接消费者沟通利消费者降低物流成中获利
23 加强网络台建设培养专业服装电子商务理团队
果没完整网络台提供技术支持电子商务法利发展首先产品质量保证外正常运作网络台需稳定分类系统强力搜索引擎方便消费者检索需物品更简单更快捷进行购买次开发够支持网络试穿应软件需量投入数中国服装购买网站附相似图片分展示颜色细节手工特征附模特着装效果图展示风格构图颜色类单调展示模式通常二维传递出信息够全面电脑终端会显示出效果解决问题西方国家已开发出三维身体扫描测量软件线试穿系统Fashion Me协会开发视试穿系统消费者提供诸购买线咨询试穿查询服装定制等服务例子美国服装NAD网络支持设计网站网络户设计者够设计二维设计三维体试穿然两软件强消费者然知道布料触感真实试穿感觉值配销渠道弥补缺陷支付安全网站设计展示细节需仔细推敲
服装企业应该增加教育培训积极成功国外服装企业学先进技术工具理验专注吸引培养服装信息技术方面高端提高整体员工素质建设拥现代电子知识熟悉济营销规律理团队企业消费者需求导型市场中屹立倒
24 提高服务意识提供体贴细致终端服务迎合消费者需求
实体服装店买衣服消费者享受系列全方位服务例退货服务免费干洗等等然网络购物难享受附加服务吸引更顾客线购物选择企业产品服装企业需提升电子商务服务质量服装企业领域提升服务质量：扩张网络连接市场时满足顾客需求增加销售量赢更利润
首先顾客获服装试穿服装分类尺寸标准相致风格穿着场合穿着效果舒适度高求服装例制服时装礼服衣等消费者购买前需进行试穿网络购物状态消费者获图信息衣服尺寸穿着效果需助视觉验通述辅助软件决定避免会导致误解例尺寸合样式满意颜色偏差果服装公司允许消费者获衣服试穿避免问题样做话企业仅仅获消费者信提升消费者满意度建立起良服务形象例VANCL鼓励消费者试穿赢量顾客
次条件退货政策必须必执行消费者通网络购买衣服合身时网络服装企业面着退货换货问题企业意退货运费消费者承担增加网购族负担数西方国家亚洲国家区例香港条件退货已成长期惯例果消费者购物品满意条件退货仅求企保证产品质量求企业更兑现承诺仅仅服装企业注重产品声誉社会责感种体现例VANCL发起30天条件退货服务退货率仅没升反降条件退货仅仅企业良心考量更消费者理性消费测试
低运费免运费政策必现网购两方面收取运费第种免运费骗局网购者必须购买定量产品享受包邮服务第二种种类产品捆绑销售消费者购买享受包邮服务两种方法出现频率程度增加两种方法增加消费者负担降低消费者忠诚度满意度保证质量前提企业应该减少运费运费否减少程度赖公司组织结构形式否效收费合理物流系统前赖第三方物流系统国配销模式例VANCL2009年4月宣布购买产品顾客需支付运费仅仅降低网购者门槛明显利进步增加VANCL户数量
总言服装企业应该客户提供价值产品作核心理念努力营造方便快捷体贴服务氛围服装企业应该提高服务力更满足顾客需求立足点提升核心竞争力
3 结
着科技发展世界济迈深度体化服装类电子商务企业已成纺织业服装业重部分中国服装业应该握时代脉搏改善营理注重生产营销结合充分利现技术提升企业核心竞争力充分理相信着社会济发展服装业发展电脑普民生活水提高网络技术持续发展电子商务着璀璨明天
附录二 社区部分功实现
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10展示版面应题
11台发帖审核功
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14易维护操作台版块理强数处理力
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浏览帖子
留言回复
聊天互动
推荐着装
发表题
浏览帖子
留言回复
聊天互动
投票
图 附录1斗秀场社区理系统模块
图51示斗秀场社区点功：
1注册登录：注册身份登陆坛登陆成功修改注册信息
2发表题功：户注册登录发表题
3帖子浏览功：户未登录游客身份浏览题发表题
4留言回复功：包括帖子留言浏览留言回复两模块
5投票功：包括户注册登录图片文章等帖子投票
6聊天互动功：包括户注册登录聊天室留言板互动
7理会员：户注册成功需理员赋予权限坛相关功时理员添加删户
8理帖子：理员需删户发表符合坛规帖子果帖子容属板块关注话题理员选择帖移动属话题板块中理员果需强调某帖子重乱默认排列序帖子放列表前端时间进行序变化保证帖子时间变化序进行排列
9理公告：发布天裁秀网站者斗秀场新活动消息删期公告容
10理投票：理员发起相应投票台理中统计监投票避免作弊现象发生
11试衣间模块户选择天裁秀网站中衣服裤子等帽子围巾进行模拟搭配搭配效果图片保存供家投票评
12展示交流模块户认意搭配进行展示户线交流搭配心参投票评
13推荐着装模块天裁秀网站会斗秀场社区定期更新着装搭配学生白领群推荐季节场合着装约会面试商业酒会家庭聚会户外野餐等等
（三）部分实现模块编程代码容
1页
图附录2斗秀场社区页
2户注册登陆
户通注册登陆社区进行发帖回复投票交流等功
图附录3斗秀场社区户注册页面
图54斗秀场社区户登陆页面
3户发帖回帖
户登陆相应社区模块进行发帖已帖子回复
图附录5户发帖页面
户发帖模块部分代码：
if request(action)save then
set rsserverCreateObject(adodbrecordset)
rsopen select * from Ht_newsconn13
rsaddnew
rs(newsname)trim(request(newsname))
rs(addnameid)session(u_id)
rs(typeid)trim(request(typeid))
contentrequestForm(newscontent)
content replace(contentcUploadPath&uploadfileuploadfile)
rs(newscontent)content
rsupdate
rsclose
set rsnothing
responsewrite
天裁秀网站营销方案策划社区营销实施
摘
电子商务快速发展促进网络济蓬勃发展加剧企业竞争提升核心竞争力企业开始涉足电子商务注重网社区营销鉴文首先简述电子商务发展现状然网站营目标营策略天裁秀网站发展现状进行分析接着天裁秀网站社区营销方案进行详细规划提出实施步骤出文结天裁秀网站综合运博客营销微博营销视频营销病毒营销等种营销方式网站社区进行持续宣传断提升企业影响力市场占率具实践意义研究课题
关键词：天裁秀斗秀场营销策略 社区营销
THE IMPLEMENTTATION OF THE TIANCAI SHOW WEBSITE MARKETING PROGRAM PLANNING AND COMMUNITY MARKETING
ABSTRACT
The rapid development of ecommerce promoting the vigorous development of the network economy increasing the competitiveness of enterprises In order to enhance the core competitiveness businesses are beginning to get involved in ecommerce focusing on the online community marketing In view of this the paper first outlines the development status of ecommerce and then analyze the development status of the site＇s business objectivesand business strategy and then the Tiancai show site and community marketing programs and carry out detailed planning and proposed implementation steps to arrive at the conclusion of this article The author hopes that the Tiancai show site use blog marketing for microblogging a combination of video marketing viral marketing marketing websites and communities sustained advocacy in order to continue to enhance the influence and market share is the practical significance of research topics
Keywords The Tiancai show Pitching their wares Marketing strategyCommunity Marketing
目 录
摘 I
ABSTRACT II
第章 引言 1
11 电子商务发展现状 1
12研究背景研究现状 2
第二章 天裁秀网站发展现状 4
21网站营总体分析 4
22 网站足处 4
23 结 5
第三章天裁秀网站营销方案策划 6
31目标市场分析 6
32竞争手分析 7
33营销方案策划 7
331建立高水准B2C网站 7
332选择合适营销方式 8
333 断创新营销方式 11
334 提供优质网购服务 12
34 结 13
第四章 斗秀场社区营销方案策划实施 14
41社区营销策划 14
42具体实施营销方式 15
43社区融入程策略选择 18
44提高网站员营销意识力 20
45结果预期 20
46结 20
第五章 结展 21
51文研究结 21
52创新足 21
参考文献 22
致 谢 23
附录 英文文献翻译 24
英文原文 24
中文翻译 30
附录二 社区部分功实现 34
第章 引言
11 电子商务发展现状
着国网民互联网应商务化程度迅速提高娱乐化倾继续提高网络应越越普2011年半年部分网络应网民中更加广泛类网络应户规模持续扩中商务类应表现尤突出网支付网络购物网银行半年户增长率均30左右远远超类网络应
2010年3月温家宝总理2010年政府工作报告强调：积极发展电子商务电子商务第次出现国家政府工作报告中见国家发展电子商务重视支持着互联网快速发展群中普化越越企业认识发展电子商务重性推动国电子商务发展网络便捷已开始改变生活改变传统消费模式越越消费者开始选择网购CNNIC报告2009年少网买次东西中国网民数历史性突破1亿达108亿2010年网购数达142亿截止2011年年底国网数已突破5亿[1]现国网民数量断飞长网购群会断增长时会越越企业进入网络市场
年电子商务快速发展伴影响力行业开始涉足电子商务仅服装电子产品音制品图书等行业发展快速外贸源制造金融等行业方面呈现出蓬勃发展势头企业开始建立网站电子商务服务网络公司已形成初具规模电子商务服务业着互联网技术高速发展电子商务模式日益变化仅企业消费者间B2C交易模式消费者企业间电子商务C2B交易模式产生消费者消费者间电子商务C2C模式企业中间监消费者间电子商务BMC模式企业政府间电子商务模式B2G等着3G时代移动电子商务迎良发展势头
12研究背景研究现状
信息技术快速发展互联网已开始普企业运网络更种普通现象服装行业已网络紧密联系起利网络宣传销售产品成成功服装企业必须达目标互联网虚拟世界世界中营销宣传产品提高品牌知名度互联网销售服装服装行业发展新趋势机遇更挑战众网络品牌服装创造销售成绩越越新商业环境服装品牌说选择种网络营销策略企业发展关重伴互联网快速发展服装已成国消费者进行网购第商品国服装电子商务呈现快速增长态势初PPG开始淘宝网客诚品等网站推动越越传统服装企业加入电子商务军拥庞传统服装营销渠道型企业处起步成长阶段服装品牌商会选择网络营销统计2008年国服装网购总额达172亿元年增长1272008年中国网零售市场交易规模达1220亿元2009年中国网零售市场交易规模达2526亿元2010年中国网零售市场交易规模达5131亿元2011年中国网零售市场交易规模达7634亿元年成倍速度增长[2]服装电子商务快速发展网络营销成许品牌服装企业提升利润扩展市场新策略
表11 中国网零售市场交易额变化
年 份
亿元（民币）
增长率
2008
1220
——
2009
2526
107
2010
5131
103
2011
7634
49
着信息技术网络快速发展电子商务种势挡发展趋势全国蔓延越越开始知道电子商务开始尝试网购催生数购物网站购物网站营销发展引起广泛关注学者做深入研究丁蕾电子商务网站赢利模式分析指出着电子商务应断增长越越网站开始盈利目前电子商务网站种类繁总结出九种电子商务网站盈利模式进行分析提出网站盈利条件[3]周勇吴玉萍网络团购电子商务模式研究中通网络团购发展现状分析研究网络团购行性目前流行三种网络团购电子商务模式进行述[4]郭蕊企业网络营销问题研究指出国网络营销起步较晚发展迅速目前已国企业广泛采网络广告网络会员制营销模式快速推广[5]胡继国国网络营销发展中存问题策研究指出国网络营销尚处起步阶段发展总体水较低存诸问题指出发展网络营销需政府企业消费者协努力改善网络消费环境更新网络消费观念积极创造条件推动网络营销良性发展[6]
第二章 天裁秀网站发展现状
21网站营总体分析
1网站目标户
网购历般服装开始服装网购已成现种潮流趋势天裁秀网站正适应时代发展需求新成立面学生白领群B TO C网站通户服装搭配体验户间交流购买服装现年轻购买服装流群网站定位2035岁年轻族
2网站侧重点——注重客户体验
目前网络零售竞争焦点转换率顾客留住消费者说购物种轻松愉快简单休闲活动果网购买手提包花半天时间商品图片半天载者想解款服装适合种身份没法咨询等诸类会限制网站发展统计数显示消费者浏览购物网站70终放弃选择商品
天裁秀网站实现电子商务必须消费者提供富交互意义购物环境消费者带真正购物体验天裁秀网站原创时尚创意公益宗旨面白领群B2C网站天裁秀网站会努力造服装营中体验先购买种全新营模式户感受实体店购买服装样快感样真实
22 网站足处
服装网络市场竞争日益激烈天裁秀网站定位年轻族服装品牌竞争重点互联网时代定注重营销首先通营销提高消费者网站解吸引网站购物营销方面天裁秀网站客诚品学爱网络爱爱晚起爱夜间排档爱赛车爱29块TSHIRT什旗手谁代言韩寒代表样客韩寒广告风靡全国客创造年销售20亿佳绩
天裁秀网站现刚刚起步相许成熟服装网站例客落许天裁秀网站旗社区等模块特成熟资金投入够服装存价位较高款式特新颖等问题相信达两三年发展天裁秀网站会成行业中领跑者吸引50年轻族成服装网站佼佼者
23 结
网站营营目标客户体验进行分析两方面天裁秀网站营进行分析指出天裁秀网站提高营水需断完善网站足定注重目标客户营注重客户体验
第三章天裁秀网站营销方案策划
网络时代需进行细致营销策划分析树立网站品牌增强品牌影响力
31目标市场分析
中国白领网络购物调查研究报告显示服装鞋帽化妆品类等商品已超传统图书音成白领网络购物商品类型前白领群购物惯正发生着巨变化线购物已渐成流天裁秀网站服务象学生白领时学业压力工作压力更愿意追求时尚潮流新鲜感天裁秀网站充分抓住消费者特点断完善网站建设网站更趋目标群喜达更营效果
淘宝拍拍京东商城样成熟购物网站已吸引部分网购群天裁秀网站竞争认天裁秀网站具众社区——斗秀场利斗秀场台进行进行网络营销斗秀场社区游戏模块交流评模块推荐模块游戏模块户想买衣服裤子进行搭配效果交流评模块户企业者户间搭配效果互相交流评推荐模块约会求职面试等等着装进行推荐
天裁秀网站斗秀场社区进行广泛宣传斗秀场游戏模块评模块推荐模块进行细化增强欢乐体验感增强实价值购物网站做例淘宝商城现店铺仅衣服选固定模特进行试穿消费者进行搭配消费者搭配效果空想象天裁秀充分发挥网站优势提升市场占率
32竞争手分析
优秀网购网站淘宝拍拍京东商城等品牌服装企业客拥吸引力首先信誉保证次物流优质服务退换货保障淘宝拍拍保证7天条件退换货客户确认签收果发现质量问题然选择退货淘宝建站时间早相关信保证（支付宝）服务做消网购疑虑赢消费者支持
作淘宝网站总公司——阿里巴巴拥独特企业文化阿里巴巴梦想通发展新生意方式创造截然世界 阿里巴巴命天没难做生意求员工拥抱变化 ——迎接变化勇创新适应公司日常变化抱怨面变化理性充分沟通诚意配合变化产生困难挫折调整正面影响带动事 工作中前瞻意识建立新方法新思路创造变化带绩效突破性提高淘宝网推出客户退货进行绩效考评类商品商类店家退货例进行排名退货次数较高予相应警告处罚见淘宝消费者服务断追求完美网购竞争激烈时代网站想发展定做信誉物流售服务服务作善美
33营销方案策划
331建立高水准B2C网站
企业网站建设网络营销效果直接关系B2C网站直接面消费者销售产品服务样销售减少中间环节降低商品价格消费者会更吸引力天裁秀网站刚成立网站形象宣传风采展示公司产品宣传成建立初期网站目标服装网站言品牌形象关重特互联网技术高度发展天客户通网络解网站产品形象实力网站形象决定客户产品信心建立具国际水准网站够极提升天裁秀网站整体形象
332选择合适营销方式
现网络营销活动传播方式聚美优品需通发邀请链接相传TOM案例传播需复制邮件里段话粘贴QQMSN话框发送方便
认适合天裁秀网站营销方式点：
（）博客微博营销
天裁秀网站设计传播方案时需结合传播者心理特征等方面综合考虑确定合适传播方式天裁秀目标客户群青年代QQMSN选择QQBBSEmail博客微博等开展营销活动
博客营销利博客种网络应形式开展网络营销博客具知识性性享性等基特征正博客种性质决定博客营销种基知识资源网络信息传递形式开展博客营销通知识传播达营销信息传递目[7]
微博现较流行数断增种新兴传播媒体时微博需转发具高电脑水需手指轻轻转发[8]新浪网易等等注册微博然利更新微型博客家交流
天裁秀网站应该新浪网易等样型网站建立官方博客微博时保持定期更新断发布企业种新资讯介绍斗秀场优点发年轻感兴趣关服饰搭配容斗秀场典搭配服饰进行宣传发关相关服装品质鉴知识等吸引特定消费群博客微博营销中建议企业更精力放微博营销中微博营销需转发具电脑基知识点便感兴趣容转发微博促进信息二次传播
（二）病毒式营销
病毒式营销成较低影响较种营销方式通提供价值产品服务家告诉家口口相传方式消费者商家进行宣传享利益时够亲友分享种典型效双赢策略许企业采纳实现良营销效果建议天裁秀进行病毒式营销时考虑选择微博传播方式相结合世界感情动物容易感动病毒营销定营销中注入情感原素消费感通病毒营销感受浓浓情意关怀样营销活动定会事半功倍消费者营销感动时会信企业愿企业宣传
天裁秀网站利中国注重娱乐节目惯制作娱乐节目关病毒营销关注亲情爱情等方面病毒营销样病毒营销更容易引起消费者关注更容易走进消费者心引起消费者鸣实现双赢例山西华康药业网站开展网赠药病毒营销方式访者发咨询电子邮件讲述病情华康网医师会患者病情寄药品华康健康导服初效果时患者会继续华康邮购药品[9]
（三）事件营销
事件营销指企业利具新闻价值社会影响名效应物事件通详细策划吸引相关媒体社会团体消费者兴趣关注求提高企业产品知名度美誉度树立良品牌形象终促成产品销售天裁秀网站利种热点新闻事件尤学生白领感兴趣新闻事件进行相关事件营销提升网站知名度
（四）差异化营销
差异化营销指企业根已细分市场选择两企业相产品进行详细较找出企业产品相优势进行差异化营销天裁秀网站分析网站相关服装网站优缺点找出天裁秀网站拥网站没优势进行差异化营销例天裁秀网站顾客行选择喜欢衣服进行搭配现购物网站做网站宣传卖点
(五)公益营销
网络公益营销低成效传播受企业喜爱果企业希获更网络营销效果应该容创新方面断努力着建设谐社会发展求企业断提高社会责意义承担社会责时企业国家政策相结合推进公益广告发展网民言惯娱乐新闻许会存审美疲劳适挖掘性善理念前社会流文化托配合企业产品适时推出公益营销成容创新亮点
天裁秀网站着公益宗旨组织灾区孩子捐赠学品学生贫困生捐赠衣服仅提高企业社会责感增强企业社会影响力更形中宣传企业扩企业影响力天裁秀网站公益事情微博发出号召更加入时成组织者公益事业进行底样断提升企业网民心目中形象
（六）社区营销
（1）实体社区营销
实体社区营销指现实生活中区象老年社区青年社区高档住宅区普通住宅区等面区进行针性营销方案制定城市中社区蕴藏着巨潜力社区营销已逐渐企业视种全新分销方式越越企业关注区进行社区营销时直接面消费群目标群集中宣传较直接信度高更利企业形象宣传营销氛围会制造销售营销效果作普遍宣传手段针特定目标组织特殊群进行重点宣传直接掌握消费者反馈信息针消费者需求时宣传方进行调整
斗秀场目标群年轻代居住环境选择般年龄居住起年轻居住区成斗秀场进行区营销目标通服装展示例请区白领穿天裁秀服装进行赛设计服装获名次会相应奖励城市年轻区进行宣传然斗秀场举办服装搭配赛
学生固定群体学校发传单学网站社区进行宣传斗秀场社区时女性俱乐部进行宣传时尚网站社区进行宣传样效果会较
（2）虚拟社区营销
网络社区已成真正意义聚会场成功网络社区甚会线现种规模社团加入中形成网络社会会员俱乐部
着社区会员俱乐部建立天裁秀网站社区会员需求分析环直接影响会员社区参忠诚度天裁秀网站企业建立社区没会员需求进行分析天裁秀网站社区活动容针性提高户参热情天裁秀网站提供定技术保障获取稳定户购买行线销售统计资料总结纳出会员喜会员提供高品质服务次会员登录时动显示出前购买相似风格服装 外根会员注册时域动检测IP址南北方会员提供区温度相适宜服装定期会员相应折扣会员生日注册满年推荐会员加入等礼品赠送
333 断创新营销方式
微博营销病毒营销断创新断寻找新机会进行新营销方式选择吸引消费者全新注意力样消费者种新鲜感增强网站消费者吸引力增强营销活动效果企业网络营销断创新精神敢创新创新企业断成长基石具超前意识创新力企业成功重素SONY身听3M立贴通创新带动企业成长
例3M公司中国推出种创新营销模式—技术篷车 出心裁启种行走式贴身营销模式产品技术直接带客户面前通流动技术站行技术员真实直观解客户需求强化精准营销效力3M街路演篷车方式做户外广告值天裁秀学成较低消费者面面接触深入消费者群体
334 提供优质网购服务
网站充分利网络快捷跨域优势进行信息传递网站产品进行时报道牢牢吸引住目标象产品信息传播效性远远提高时提高产品销售力现阶段传统售服务手段已远远满足客户需消费者提供便捷效服务优质服务留住顾客增加销售
顾客服务
增强顾客关系
留住顾客
增加销售
图31 留住顾客增加销售模式
Lands’End例家服装箱包日百货领先老牌零售商世界直销商Lands’End 网站营中提供性化客户服务提出微笑式网服务网络营销策略购物者享受公司代表实时交互感觉Lands’End提供性化服务网站设计中注重网页体层面促进客户交谈刺激合作进行交际客户进行顾帮助顾客选择合适尺寸合适礼物者衣服相适应配件询问应样购买性化衣柜等等[10]
天裁秀网站通线供求系统实现网供求信息查询订购交易联系优化信息流通渠道时定网站服务做精做信息时代产品质化现象日益增情况谁做服务做户体验谁拥市场导权
34 结
章针天裁秀网站营销方案策划进行分析首先目标市场进行分析然竞争手进行分析指出淘宝拍拍样商城优点然针天裁秀网站特点通建立高水准网站选择适合营销方式进行营销方案策划
第四章 斗秀场社区营销方案策划实施
天裁秀网站新建立针学生白领群B TO C服装销售网站特色斗秀场社区该社区中仅玩游戏试衣间行进行着装搭配举行投票评户进行交流推荐互动社区做斗秀场社区营销实施关系天裁秀网站持续发展重保证
41社区营销策划
1网络社区营销优势
网仅聊天购物喜欢特定社区爱交流网络社区应运生网络社区网站提供虚拟区域网民产生互动情感维系资讯分享兴趣爱网友吸引虚拟空间达成员相互沟通目达商品营销效果网络社区营销网络营销手段网站营者角度网络社区营成功仅带稳定更新会加增加广告收入时注册会员更拥独立资讯存放讨空间着网络会员数断增会通会员影响吸引更户社区玩通交流社区营销造良场
2网络社区分类
社区功分市场型服务型销售型三种市场型社区B TO C 果目标客户群80较适合建立市场型社会[11]类消费者追求生活品位企业做市场型社区时推广企业文化认服务型社区提供专业售服务技术支持例西门子社区偏技术性专业性企业较适合建设类社区样程度降低服务成提高效率顾客满意度销售型社区目前成功少消费者越越理性社区会浏览售前讨售评太会留言样利企业辨户需求购买意企业网络社区销售功普遍难推进
3天裁秀网络社区营销策划
（1）天裁秀选择市场型社区营销
仔细分析三种社区分类斗秀场社区针学生白领消费群特殊性认选择市场型社区进行营销较目标群较时尚前卫社区仅通服装搭配买衣服效果样欣赏水准年轻点评作参考果实挑选合适衣服社区推荐模块根购买者穿着场合购买者体形求搭配出套适合出席场合衣服样仅满足消费审美需求时网站提供搭配衣服集沟通销售良互动台
（2）天裁秀社区定位
优秀网络社区功包括电子BBS电子邮件聊天室讨组回复时通知博客功网络社区分综合性专业性两类专业性社区分建设网络社区通网站专业社区新浪网社区容囊括社会生活方方面面阿里巴巴容定位网商相网络营销效果阿里巴巴样网络社区营销会较
天裁秀服务象学生白领较时尚族网成天必修课着网络社会吸引力断增样年轻会成社会力天裁秀社区定位明确阿里巴巴样特定群服务定位较明确会员相互影响力会较时会员会较具购买力商品信息受中反应率较高样利吸引目标客户群达营销效果适应社区营销
42具体实施营销方式
1社区软文
着互联网快速发展社区软文营销越越受企业关注软文通幽默新颖吸引事图片吸引兴趣读文章达宣传企业目果天裁秀网站理者首先会通企业专业者通网络寻找写软文专业士进行关斗秀场社区服装等方面宣传然社区发布天裁秀网站利软文进行社区宣传提高网站知名度
2视频营销
2006年视频广告正断显示强营销效果着P2P技术成熟互联网视频文件丰富视频营销日益成企业营销模式调动网民积极性创造力视频文件真正网流行天裁秀网站会引导天裁秀网站需制作关斗秀场服装搭配视频中融入搞笑时尚元素样引起年轻白领关注企业制作视频文件方面次企业网站宣传电视剧相结合需定投入着现热播电视剧越越天裁秀网站会斗秀场宣传通简短广告融入网络热播电视剧影视剧选秀节目序幕中提高社区影响力会定成效果会
着真秀电视节目热播真秀成现吸引公众眼球营销方建议会斗秀场举办美女试穿衣服赛美女搭配衣服进行介绍录音形式进行赛时通斗秀场博客微博宣传方式进行宣传典录音制作成视频次网络进行宣传
3病毒营销
着2006年博客BBS蓬勃发展病毒营销理实践操作方法实现土化创新病毒性营销真正意义通传播病毒进行营销病毒形容种营销方式强力宣传感染力传播力企业天裁秀思维角度审视病毒营销跳出网络广告固模式种全新视角做广告例世界工作面全球征选堡礁守岛战略短短56天全球媒体争相发报道原120万美元媒体预算总值超1亿美元媒体报道[13]关注度永远营销活动第思考原没关注营销活动根没效果天裁秀企业进行病毒营销时减少营销痕迹消费者感觉值信息乐宣传
现通天裁秀网站通极具创意设计容网络事短片等电子邮箱等网络活动网络通消费者相互影响交流形成强力宣传形式病毒性营销消费者通动沟通交流商品品牌形象达种客观认识形成强消费者网络影响力创意病毒营销容没创意病毒性营销注定失败天裁秀网站进行病毒性营销时定符合企业服装设计理念创意容易目标消费群认接受样会乐意传播企业宣传理念
斗秀场户进行衣服搭配户间搭配效果进行评时户约会求职提供搭配建议符合现代年轻购买衣服需求着现代购物体验求着3D技术成熟3D虚拟商城身境三维立体效果优势3D 虚拟商城必然成未服装网络营销发展趋势斗秀场正3D 虚拟商城初级阶段网站通网络等种营销渠道进行力宣传斗秀场种3D 虚拟商城发展趋势户真实身形虚拟商城行走进入家店铺进行商品挑选商品进行360度全方位欣赏价格尺寸材质查真实身形试穿衣服观试穿效果仿佛身境真实商场浏览样增加潜客户商品接触时间增加购买机会网络购物更趣斗秀场户里购买情况短片网络进行强势宣传
4活动营销
活动调动网民参社区积极性时奖励活动网民吸引力会更斗秀场常举办种活动带动网民参社区建设激情斗秀场月两三月搭配模块举办服装搭配赛年举办型赛推荐区进行推荐明星选拔交流区进行活跃户选拔等次举办活动前仅网络社区校园坛进行宣传校园进行现场宣传新型年轻社区进行重点宣传利QQ群微博进行营销时采传统传单进行宣传总断提高活动举办效果活动适发奖励天裁秀纪念品活动精心设置奖项天裁秀服装选件享受天裁秀购物贵宾折扣
43社区融入程策略选择
1斗秀场社区会员融入两点程
（1）提供差异化服务
着天裁秀网站断发展壮会越越会员斗秀场会员结构会发生变化会员年登录忘记户密码会员信息发生变化会员注册帐号等等网站需会员资料进行整理必进步细化
斗秀场社区需户提供差异化服务服务细化进步产生利润社区根会员网站密切程度高端会员提供更额外服务根会员访问目标访问容时间等通活动方式会员保持互动固定会员提供更服务
（2）培养优秀版
社区特殊喜者户体验顾客群体通网络社区形式建立起某种常性联系网络社区参者分享喜体验通网络贴发表新贴表述意见时浏览信息获户体验提高种户体验分享方式达效果已仅仅单累加级数增长天裁秀网站定会注重方面提高户体验感觉首先需培养社区优秀版
版社区版块理者社区重组成部分版版块灵魂物版块发展起决定性引导作斗秀场社区发展中断培养优秀版例游戏模块交流模块推荐模块初时候先部工作员担版模块产生两名版版块发展进行引导积极解决会员提高社区发展定阶段通网民选举版社区BBS发出通知吸引优秀竞选版时相关坛宣传时产生版般定影响气时版块理具定专业知识知道操作版块时社区发展相致
版常举办活动新会员热烈欢迎营家庭样营版块成功版会吸引越越会员坛会通身影响力引导坛舆导消费者会太关注企业说法重购买顾客户意见企业网站社区正面传播新产品性优越消费者会质疑现公社区企业会通雇佣版民意领袖正面引导舆影响售前天裁秀网站网站首先鉴企业验次请版企业产品感觉户社区免费宣传
2社区营销注意事项
网络社区进行宣传然花费精力效果非常天裁秀网站进行网络社区宣传首先选择潜客户网络社区女性时尚杂志坛瑞丽女性学生高校样坛者气较天涯网络社区天裁秀网站进行社区营销时注意细节社区营销时直接发广告样贴子般会作广告直接删起宣传效果编辑坛头签名头企业标志签名写斗秀场宣传加入网站介绍连接坛做宣传时定发高品质贴子版设置精华帖子置顶吸引更流量发高质量帖子专注点花费较精力获较效果坛时候帖子气氛气适找托者注册两账号进行气氛烘托
社区维护量般企业完全力支付社区维护费企业社区部门关联完全独立市场员需踪服务部门需支持企业部协调社区做数库整合包括线线规模企业户数库整合技术问题部门间协调难度数库整合定手工程整体销售服务数整理似没关联数整合起形成利益链利益链中心户需求
44提高网站员营销意识力
天裁秀网站营销方案实施网站工作员具体操作工作员营销意识力直接关系着营销效果天裁秀网站加强工作员培训首先工作员意识网站营销计划具体方案实施具体步骤员工工作中提高服务水优秀服务赢顾客次定期营销计划效果告员工员工起总结营销中足提出良发展建议员工营销进行绩效考核限度调动员工积极性提高企业营销效果
45结果预期
通天裁秀网站社区进行细致营销活动仅会吸引时尚白领更会吸引越越学生斗秀场感受搭配带全新感觉宣传活动断进行断创新样取更效果天裁秀网站具服装搭配优势目前购物网站欠缺时果天裁秀注重网站推广坛营销斗秀场社会户注册数会成倍增长果注重营维护定会成服装购物网站佼佼者
46结
章首先介绍网络社区优势网络社区进行分类然天裁秀网络社区进行策划接着指出通软文病毒营销视频营销等方面指出具体实施营销方式然提供差异化服务培养优秀版等方面提出斗秀场社区会员融入方式提高网站员营销意识力样断提升斗秀场社区影响力
第五章 结展
51文研究结
着企业竞争环境日益激烈产品质化现象日益严重营销成企业提升核心竞争力必选途径天裁秀网站针学生白领服装销售网站建议利斗秀场社区优势进行网站营销社区营销断扩品牌影响力通博客微博营销公益营销断提升企业形象吸引更目标消费者成社区忠诚户进会形成良性循环促进产品销售
52创新足
文写作程中参考学者网站营销社区营销方面研究资料鉴中观点网络社区营销现实社区营销结合起水验阅历足网络营销方面解够深入策部分难免研究深入存完善方网站营销永恒话题营销理念着时代断变化希学者继续进行深入探索会学工作中坚持解
参考文献
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[5]郭蕊企业网络营销问题研究中外企业家2008年第11期
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[9]赵悦意传播病毒样营销[J] 科技(百科新说)2010(02)1213
[10]瞿彭志网络营销（第三版）高等教育出版社2009359364
[11]赵卫旭社区营销存问题解决策略[J]现代商业2008(01)7
[12]金星口碑20时代社区营销广告策略[J]新闻界2010(6)12
[13]赵安琪 社区营销润物细声运营2011年第10期
[14]GuptaChristieIn search of marketing excellence in libraries[J] The IFLA International Marketing Award2010(36)176183
致 谢
初期文选题网站材料收集设计制作期文修改花4月时间文撰写程中特感谢文指导老师指导督促谅解包容感谢学帮助利完成网站设计天裁秀网站相关负责提供现场学解企业机会
企业相关负责接触中深刻体会型企业想市场站稳脚谋求更高发展非常容易企业初期筹建产品推广天尝试开拓电子商务B TO C 网站公司位员工付出数心血
求学历程艰苦快乐老师丝苟作风严谨求实态度踏踏实实精神仅授文教做历时4月终生受益穷道敬佩老师专业水外治学严谨科学研究精神永远学榜样积极影响学工作非常感激父母没辛勤付出没天刻崇高敬献文参考量文献资料学术界前辈致敬
附录 英文文献翻译
英文原文
Views on the Development of ECommerce of
Chinese Clothing Industry
Chen Zeng
Institute of Art and Fashion Tianjin Polytechnic University Tianjin 300387 China
Email zengchentjpu@163com
Dong Xu
Institute of Art and Fashion Tianjin Polytechnic University Tianjin 300387 China
Email tjxudong@163com
Abstract
Ecommerce provides an advanced information service platform and a broad market space for clothing enterprises The practice of Ecommerce of Chinese clothing enterprises is beginning to take shape but not yet mature Under the premise of ensuring the quality of products Chinese clothing industry should conform to the trend of the times improve enterprise management system pay attention to the integration of production and marketing make full use of current technologies and enhance service capabilities thereby promoting the enterprises＇ core competitiveness
Keywords Ecommerce Chinese clothing industry
1 Introduction
11 The concept of Ecommerce
Ecommerce refers to the commerce behaviors including exchange information sale of goods and services as well as payment and transfer that are conducted through the use of computer networks As we all know Ecommerce which has been widely used in business affairs is not only simple network marketing Its essence and core is to provide specialized diverse practical and open information service platform to enable enterprises to quickly achieve the globalized allday operation truly reduce costs to enhance efficiency and better meet the individual needs of consumers Due to the worldwide Internet popularity and deep changes in network marketing Ecommerce would bring a broader and more valuable market space for clothing enterprises
12 The benefit of Ecommerce
Ecommerce can bring many benefits to clothing enterprises First a collaborative network of clothing enterprises built up by the usage of Ecommerce can significantly reduce the construction costs of logistical system Second Ecommerce reduces the intermediate links between manufacturing and retailing of clothing and shortens the circulation decreases the stock of inventory improves transaction efficiency Third enterprises can directly get customers’ recognition and achieve sales promotion and quickly adapt to changes in the market to meet the individual needs of consumers through Internetbased customer information and market research analysis Fourth Ecommerce makes clothing enterprises ready to integrate into the international market break down a few enterprises’ monopolies in price and barriers to avoid the business loss of lowprice competition In short to Chinese clothing enterprises the implementation of information management and network marketing will bring infinite business opportunities and enable the longterm progress Clothing Ecommerce has become one of the basic forms of Fashion Marketing
2 The main content of Ecommerce in clothing industry and how to improve it
In China the Ecommerce in clothing industry as a new marketing tool has changed operating methods of some clothing enterprises and mass consumption concepts making online shopping become one of important patterns of mass consumption Compared with developed countries Chinese Ecommerce of clothing business is still at an early stage of development facing both the opportunities and challenges Based on current economic conditions technological conditions and the comprehensive analysis of the clothing industry situation I believe that Chinese clothing enterprises should follow the development trend of the times strive to improve the quality of the products upgrade the clothing production and marketing chain and continuously perfect enterprise management system make full use of scientific and technological means to enhance service awareness and service quality and thus enhance the competitiveness in the international market which meanwhile will also benefit consumers from product quality improvement and cost reduction Specifically I suggest the clothing enterprises manage in following aspects to promote the development of clothing industry Ecommerce
21 Focus on core competitiveness of enterprises by ensuring product quality enhancing brand awareness and emphasizing resource integration in industrial chains
First of all due to the strong fashionable and seasonal demand in clothing production and marketing clothing enterprises facing a variety of consumer demands and rapidly changing market must make a quick response This requires clothing enterprises integrate all the interested parts in the process of operation such as fabric and accessories procurement clothing manufacturing clothing distribution inventory management transportation customer and sales into a tight chain effectively arrange production supply and marketing activities in order to meet companies’ needs of quick and efficient production and business using social resources Competition between clothing enterprises to compete in the context of Ecommerce is to some extent industry chain competition This integration is reflected in the management of suppliers upstream and downstream industries as well as external cooperation embodied in the group＇s ability to integrate the management of the upstream quality control and downstream distribution sector supervision and control In this way the quality of products can be ensured from the procurement production and sales sections while the efficiency of production and marketing will be improved For example in order to control the quality of clothing from raw material procurement stage PPG signed its own fabric processors and connected the purchasing department of fabric suppliers and clothing manufacturers to carry out close cooperation
Second one reason of the current low level of Chinese clothing market is in the high homogeneity From relatively similar fabric quality or style or even store display to the small difference between brands this has become a serious impediment to the development of China＇s clothing industry At the same time the rapid expansion of Ecommerce consumer groups as well as the resulting structural changes will inevitably demand the diversification of clothing products If clothing enterprises want to take a firm stand in the extremely high classified levels of physical and online clothing market they have to find their own positions accurately by targeting specific consumer groups develop distinctive brands develop from a single model to diversify expand from a single brand to multibrand multiseries ultimately improve product coverage Improved competitiveness sales and profits can be only achieved by increasing the level of differentiation of products and services
In particular on the one hand enterprises should focus on the main brand establish their own brand image On the other hand enterprises should focus on the brand extension the development of a strong brand to a new type and style while first focus on highlevel target consumer groups then through fashion’s passing character extend product to similar adjacent social groups In sum enterprises should enrich the variety of brands based on the needs of consumer groups and market situation Take VANCL as an example VANCL adhere to international firstclass quality reasonable price for middleclass brand positioning Product line started with men＇s shirts then develops different styles and styles of men and women clothing and hundreds of household items along this line from work life and personal to outdoor Each product expansion of VANCL is dependent on its users’ increasing shopping demand however the clothing enterprises can not expand brands blindly instead they must fully consider their own strength and strategic positioning Such as the Joyo their product lines continue expanding in recent years which is built on a solid strength online marketing strategies
22 Upgrade enterprise management system establishing a flat organization structure
When developing Ecommerce clothing enterprises need to reduce the lag time between decisions and actions accelerate the response to markets and competition Only in this way can they seize the business opportunities understand the consumer and finally reach the rapid development of enterprises In order to achieve this goal the clothing enterprises should appropriately reduce the middle management levels by establishing flat organization structure innovate the way of information communication within the organization to improve communication efficiency thereby rapidly increase the capacity of decisionmaking implementation to reach more sensitive reaction Specifically enterprise decisionmakers directly contact with primary performer primary performers adjust the strategic decisions and implement them in time according to actual situation gradually weaken the function of old middlelevel organization and then turn to the first line of integrated scientific research management production and marketing so that establish enterprises a flat structure organization model Clothing enterprises decentralize decisionmaking power cooperate with the division of responsibilities highlevel decisionmakers grasp great issues such as the firm＇s strategic development direction while primary performers adjust rapidly and implement timely according to specific details the external situation and information So the enterprise developmentplanning will not just grow constantly but also can be adjusted while implementation as the market changes and consumer needs The accelerated dynamic response not only increases the opportunity for the manufacturer to reach consumers directly but also enables consumers to benefit from the reduced flow cost
23 strengthen the network platform construction and cultivate a professional clothing Ecommerce management team
Ecommerce can not go smoothly without technical support provided by complete network platform First of all apart from the need of ensured product quality a well functioned network platform results from a sound classification system and powerful search engine so that customers can more conveniently retrieve demand goods with different conditions purchase products quickly and easily Second it is highly demanded to develop various application software for easier and more accurately online fashion show and try on Most of Chinese clothing shopping Web sites attach simply pictures to show the color details craft and other characteristics respectively or the effect pictures with live models dressed in these clothes to demonstrate the style composition color and others But this kind single presentation format is usually twodimensional display the delivered message is not comprehensive enough and besides different computer terminals show different effects In order to solve such problems the Western countries have developed threedimensional body scanning measurement software and virtual online tryon systems Such as the virtual tryon system developed by the Fashion Me Association can provide customers with such services as online consultation about buying clothing try on clothing the search query and clothing customized services as well Another example is the clothing NAD (net aid design) networkaided design websites in the United States Internet users and designers can achieve a common online design and the twodimension pieces can be put on threedimensional human body model However even if how powerful both are consumers can neither know the touch sense of fabric nor the actual tryon effect These deficiency need to be compensated from the service of distribution channels Last payment security web design and display skills also need to be considered
Clothing enterprises should also increase the education and training and active learning success of clothing enterprises of foreign advanced technology tools and management experience focusing on attracting and cultivating talents with knowledge in clothing and information technology complex to and improving the overall quality of staff Only by establishing a master group with modern electronic technology familiar with the laws of economics marketing can the enterprises stand in the customer demandoriented modern clothing market
24 Enhance service awareness to provide thoughtful and careful Terminal Services meet consumer demand
In the physical clothing store to buy clothes you can enjoy a very comprehensive range of services such as returned goods free laundry and so on However buying clothes online is very difficult to enjoy such valueadded services In order to attract more consumers to shop online choose their own enterprise products Clothing enterprises has to improve the quality of Ecommerce service Clothing companies can try to upgrade the quality of service the following areas satisfy consumer demand while expanding the network to reach the market increase sales and win more profits
First Consumer can tryon after receiving the clothes The classification of many clothing products although the size standard is relatively uniform but styles and wearing occasions are so vastly different Uniform fashion costume and underwear that require a higher on the dress effect and comfort consumer need to tryon before deciding to buy or not In today＇s network marketing conditions consumers only acquire the graphic information about clothing through the network clothing size and effect have to rely on the visual experience or through the abovementioned auxiliary software to determine The network will inevitably result in misunderstanding such as sizes are not fit styles are not satisfied the color deviation The clothing company can avoid these problems if they allow consumers to can tryon after receiving the clothes This will not only get the trust of consumers improve satisfaction but also the enterprise will establish a good service image For example VANCL try to encourage the user to tryon This won a large number of consumers
Second Unconditional Return policy must be practiced When clothing users purchased online does not fit replacement or return is one of the problems encountered by the Ecommerce clothing enterprises They often made harsh Returns policies making online shoppers daunting Even if the clothing enterprises agree to provide consumers with returns freight charges are often paid by the consumers themselves increasing the burden of online shoppers In most western countries and some Asian countries and regions including Hong Kong Unconditional Return system has become a business practices for a long time If they are not satisfied with the items purchased can be no reason to return This requires that the merchants not only need to ensure product quality but also need to better fulfill their commitments This is not only a clothing company on product quality reputation but also is a manifestation of their social responsibility For example VANCL launched the 30 days no reason to Return service the return rate does not increased there was even a decline Return unconditionally requires the integrity of businesses but also a test of the consumer＇s shopping rational and cultural quality
Third Low shipping or free shipping policy is necessary Ecommerce industry the current freight charges in two ways The first is tryon online shoppers must purchase a certain amount of products to enjoy the free shipping treatment The second method is tying goods purchased online shoppers and merchants to be with other specified items to enjoy the free shipping treatment Both methods increased to varying degrees the cost of added burden on consumers shopping to customer loyalty and satisfaction decrease In the premise of ensuring quality of products businesses should be possible to reduce transportation costs Reduce transportation costs depend largely on corporate ownership or use of efficient reasonable smooth logistics and distribution systems mainly through third party logistics distribution is mainly a variety of distribution modes coexist For example in April 2009 VANCL announced the cancellation of the audience freight users to buy its products will be free of all freight This means not only online shopping customers lower the threshold again Also clearly conducive to further enhance the buying experience VANCL user
In summary the clothing enterprises should provide the most value for money products to customers as a core idea and strive to create a convenient fast thoughtful considerate service atmosphere solid foundation service capabilities focused on enhancing their core competitiveness better meet consumer needs
3 Conclusion
With the development of scientific and technological revolution and world economic integration process in depth clothing Ecommerce has become an important part of textile and clothing industry Chinese clothing industry should conform to the trend of the times improve enterprise management system pay attention to the integration of production and marketing make full use of current technologies and enhance service capabilities thereby promoting the enterprises＇ core competitiveness We have reason to believe that with the social and economic development clothing company＇s growing the popularity of computers the improvement of people living standards the continuous improvement of network technology Ecommerce has a bright future
中文翻译
中国服装业电子商务发展
摘：
电子商务服装企业提供先进信息服务台广阔市场空间中国服装企业电子商务领域实务操作业已形成定规模尚未成熟保证产品质量前提中国服装企业应该握时代脉搏改善企业营理注重生产营销结合充分利现技术外需增强服务力进提升企业核心竞争力
关键词：
电子商务 中国服装制造业
1 引言
11 电子商务概念
电子商务指包括交换信息买卖产品服务助电脑进行货款支付转账等商业行众周知已商业中获广泛运电子商务仅仅简单网络营销质核心提供专业化元化实务开放信息服务台企业够时进行全球化业务处理真真正正降低企业提高效率更迎合客户体需求产生成互联网全球普网络营销深刻改变电子商务够服装企业带更广阔更价值市场空间
12 电子商务处
电子商务够服装企业带处首先建立电子商务基础合作式服装企业网络够效降低物流系统建设成次电子商务够减少制造业服装零售业间间接联系缩短产品流通程降低库存提高交易效率次企业够直接获客户认增销量时迅速市场变化作出反应助基互联网客户信息市场调查分析系统满足客户体需求电子商务助国服装企业融入国际市场破少数企业价格市场准入方面垄断避免价格战导致贸易损失总言中国服装制造业企业言信息理网络营销运够带限商机长足发展电子商务已变成时装营销中基模式
2 服装业电子商务容改善方式
中国电子商务作种新营销手段服装业运已改变服装企业营手段改变众消费理念促网络购物成众消费种重模式发达国家相国服装业电子商务然处发展初级阶段机遇挑战存基前济形势科技水服装业现状全面分析认中国服装企业应该追赶时代潮流努力提升产品质量升级产品生产营销链时持续改善企业理系统充分利科学技术手段提升服务意识服务质量提升国际市场竞争力消费者产品质量提高生产成降低中获利具体言建议服装企业方面产业电子商务进行提升：
21着眼企业核心竞争力保证产品质量提升品牌意识强化行业链中资源整合
首先服装业强烈时尚需求季节需求面着种样客户需求瞬息万变市场服装企业必须迅速做出响应求服装企业营程中相关利益步骤例原辅料采购服装生产服装配销库存理运输营销整合成紧密链条效安排生产供应营销活动满足企业变生产营销需求电子商务背景服装企业间竞争某种程度说产业链竞争述整合程方面体现：供应商理流产业体现企业整合流质量控制流配销监外合作样方式原料获生产销售三方面产品质量够保证生产营销效率会获提高例原料采购阶段开始控制产品质量PPG公司拥专属原料处理商原料供应部门服装生产部门紧密结合促进更紧密合作
次中国服装业发展低水重原高度质性种质性体现相似原料相似质量甚相似店面展示雷品牌严重阻碍中国服装业发展时网络消费群体迅速崛起带结构变化导致服装产品样化果服装企业想实体销售网络销售趋细分市场中保席必须确定身定位寻找目标客户群体发展专属品牌增加产品种类增加品牌种类进提升产品普率提高产品服务独二性增强竞争力提供销量利润
特企业方面应该着眼拍建立专属品牌形象方面应该注重品牌延伸成功品牌拓展出新风格种类例起初针高端消费群体助时尚传染性产品拓展相似社会群体总言企业应客户需求市场形势基础丰富产品种类VANCL例VANCL坚持国际化流质量针中产阶级合理定价品牌定位始男性T恤产品链发展出种男装女装新样式数百计家物品满足工作生活私户外等种需求VANCL次产品扩张建立客户膨胀消费需求然服装企业盲目扩张品牌应该充分考虑身优势战略定位例Joyo产品链年持续扩张建立稳健网络营销战略
22 改善企业理系统建立扁式组织结构
企业发展电子商务时需减少决策行动前时滞加速市场竞争做出反应企业通种方式抓住商业机会理解顾客终实现身快速发展实现目标企业应该减少中层理者数量建立扁式组织结构促进机构信息传递方式创新提高信息传递效率提高决策力做出理性反应具体言企业决策者应该直接基层操作者沟通基层操作者调整战略决策根实际情况予实施逐步削弱中层理者作转赖科研理生产营销体化整合系统建立扁式组织结构服装企业应分散决策权责群体相互合作高层决策者握重问题例企业战略发展方基层操作者具体细节外部情况信息时调整时实施企业发展规划会仅仅持续前发展会市场状况客户需求做出调整种加速动态决策仅助生产者直接消费者沟通利消费者降低物流成中获利
23 加强网络台建设培养专业服装电子商务理团队
果没完整网络台提供技术支持电子商务法利发展首先产品质量保证外正常运作网络台需稳定分类系统强力搜索引擎方便消费者检索需物品更简单更快捷进行购买次开发够支持网络试穿应软件需量投入数中国服装购买网站附相似图片分展示颜色细节手工特征附模特着装效果图展示风格构图颜色类单调展示模式通常二维传递出信息够全面电脑终端会显示出效果解决问题西方国家已开发出三维身体扫描测量软件线试穿系统Fashion Me协会开发视试穿系统消费者提供诸购买线咨询试穿查询服装定制等服务例子美国服装NAD网络支持设计网站网络户设计者够设计二维设计三维体试穿然两软件强消费者然知道布料触感真实试穿感觉值配销渠道弥补缺陷支付安全网站设计展示细节需仔细推敲
服装企业应该增加教育培训积极成功国外服装企业学先进技术工具理验专注吸引培养服装信息技术方面高端提高整体员工素质建设拥现代电子知识熟悉济营销规律理团队企业消费者需求导型市场中屹立倒
24 提高服务意识提供体贴细致终端服务迎合消费者需求
实体服装店买衣服消费者享受系列全方位服务例退货服务免费干洗等等然网络购物难享受附加服务吸引更顾客线购物选择企业产品服装企业需提升电子商务服务质量服装企业领域提升服务质量：扩张网络连接市场时满足顾客需求增加销售量赢更利润
首先顾客获服装试穿服装分类尺寸标准相致风格穿着场合穿着效果舒适度高求服装例制服时装礼服衣等消费者购买前需进行试穿网络购物状态消费者获图信息衣服尺寸穿着效果需助视觉验通述辅助软件决定避免会导致误解例尺寸合样式满意颜色偏差果服装公司允许消费者获衣服试穿避免问题样做话企业仅仅获消费者信提升消费者满意度建立起良服务形象例VANCL鼓励消费者试穿赢量顾客
次条件退货政策必须必执行消费者通网络购买衣服合身时网络服装企业面着退货换货问题企业意退货运费消费者承担增加网购族负担数西方国家亚洲国家区例香港条件退货已成长期惯例果消费者购物品满意条件退货仅求企保证产品质量求企业更兑现承诺仅仅服装企业注重产品声誉社会责感种体现例VANCL发起30天条件退货服务退货率仅没升反降条件退货仅仅企业良心考量更消费者理性消费测试
低运费免运费政策必现网购两方面收取运费第种免运费骗局网购者必须购买定量产品享受包邮服务第二种种类产品捆绑销售消费者购买享受包邮服务两种方法出现频率程度增加两种方法增加消费者负担降低消费者忠诚度满意度保证质量前提企业应该减少运费运费否减少程度赖公司组织结构形式否效收费合理物流系统前赖第三方物流系统国配销模式例VANCL2009年4月宣布购买产品顾客需支付运费仅仅降低网购者门槛明显利进步增加VANCL户数量
总言服装企业应该客户提供价值产品作核心理念努力营造方便快捷体贴服务氛围服装企业应该提高服务力更满足顾客需求立足点提升核心竞争力
3 结
着科技发展世界济迈深度体化服装类电子商务企业已成纺织业服装业重部分中国服装业应该握时代脉搏改善营理注重生产营销结合充分利现技术提升企业核心竞争力充分理相信着社会济发展服装业发展电脑普民生活水提高网络技术持续发展电子商务着璀璨明天
附录二 社区部分功实现
（）斗秀场天裁秀网站社区通调查求斗秀场系统具功：
1 会员注册密码找回功
2 提供户编辑信息电子邮件
3 发帖功
4 帖子发表评
5 帖子进行投票
6 会员积分
7 搜索着装搭配推荐功
8 试衣间衣服搭配功
9 聊天互动交流功
10展示版面应题
11台发帖审核功
12台会员理
13台发布公告理公告
14易维护操作台版块理强数处理力
（二）斗秀场社区功模块：
斗秀场社区
前台
台
注册登录
试衣间
展示交流
推荐着装
公告栏
理会员
理帖子
理公告
登录
投票
展示交流
发表题
浏览帖子
留言回复
聊天互动
推荐着装
发表题
浏览帖子
留言回复
聊天互动
投票
图 附录1斗秀场社区理系统模块
图51示斗秀场社区点功：
1注册登录：注册身份登陆坛登陆成功修改注册信息
2发表题功：户注册登录发表题
3帖子浏览功：户未登录游客身份浏览题发表题
4留言回复功：包括帖子留言浏览留言回复两模块
5投票功：包括户注册登录图片文章等帖子投票
6聊天互动功：包括户注册登录聊天室留言板互动
7理会员：户注册成功需理员赋予权限坛相关功时理员添加删户
8理帖子：理员需删户发表符合坛规帖子果帖子容属板块关注话题理员选择帖移动属话题板块中理员果需强调某帖子重乱默认排列序帖子放列表前端时间进行序变化保证帖子时间变化序进行排列
9理公告：发布天裁秀网站者斗秀场新活动消息删期公告容
10理投票：理员发起相应投票台理中统计监投票避免作弊现象发生
11试衣间模块户选择天裁秀网站中衣服裤子等帽子围巾进行模拟搭配搭配效果图片保存供家投票评
12展示交流模块户认意搭配进行展示户线交流搭配心参投票评
13推荐着装模块天裁秀网站会斗秀场社区定期更新着装搭配学生白领群推荐季节场合着装约会面试商业酒会家庭聚会户外野餐等等
（三）部分实现模块编程代码容
1页
图附录2斗秀场社区页
2户注册登陆
户通注册登陆社区进行发帖回复投票交流等功
图附录3斗秀场社区户注册页面
图54斗秀场社区户登陆页面
3户发帖回帖
户登陆相应社区模块进行发帖已帖子回复
图附录5户发帖页面
户发帖模块部分代码：
if request(action)save then
set rsserverCreateObject(adodbrecordset)
rsopen select * from Ht_newsconn13
rsaddnew
rs(newsname)trim(request(newsname))
rs(addnameid)session(u_id)
rs(typeid)trim(request(typeid))
contentrequestForm(newscontent)
content replace(contentcUploadPath&uploadfileuploadfile)
rs(newscontent)content
rsupdate
rsclose
set rsnothing
responsewrite