“OBEG/欧碧倩”是重庆雅创服饰（集团）有限公司旗下的女装成衣品牌，2012
年，雅创集团在前期充分调研的基础上试水网络营销，入驻天猫开设了“OBEG 旗舰
店”，在淘宝上开设了“OBEG 折扣店”。经过三年多的运行，欧碧倩女装网络管理制
度和运行流程逐步完善，基础软硬件配备齐全，员工队伍基本稳定，经营成效初步显
现。但是随着信息技术、市场竞争、宏观经济等外部环境的改变，其暴露的缺陷和不
足也随之而增多，在这种情况下，学习国内外的一些先进理论和知识，并采用科学合
理的研究方法对欧碧倩的网络营销策略进行分析，完善现有网络营销策略有着积极意
义

本文借助于 4P 理论，从产品策略、定价策略、渠道策略和促销策略四个方面分
析了欧碧倩女装网络销售的现状，并指出了欧碧倩女装现有网络营销策略存在货品结
构不尽合理，当季新品迟迟未能上线销售、定价机制过于粗放，网络营销渠道单一，
促销活动缺乏统一规划，促销手段相对单一，线上推广力度较小等问题

为了更好的解决问题并提出合理化建议，本文对欧碧倩女装网络营销策略进行了
SWOT 分析及 STP 分析，SWOT 分析结果显示欧碧倩应采用多元化战略，依托电商
平台的优势，提升品牌知名度，突出差异化的服装风格，采用差异化的营销方式。STP
分析显示欧碧倩女装是中高端时尚女装品牌，网络消费群体集中分布在川渝地区，大
多为年龄在 30—45 岁且消费层次较高，具有一定经济实力的女性

针对欧碧倩女装网络营销策略存在的问题，结合 SWOT 和 STP 分析结果，本文
仍然从产品策略、定价策略、渠道策略及促销策略四个方面提出优化网络渠道过季产
品分配方式，加强网络渠道推新力度，细化网络渠道过季货品定价办法，优化网络渠
道定价思路，拓展网络销售平台，优化网络营销促销活动申报流程，对网络营销活动
分级管理，制定全年网络营销促销节点规划等一系列建议，希望能为欧碧倩以及其他
同类服装公司开展和优化网络营销工作提供一个借鉴思路

关 键 词：欧碧倩， 网络营销， 营销策略， SWOT 分析， STP 分析ABSTRACT
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ABSTRACT
In this era of e-commerce, seize the opportunity to occupy the network consumer market is
a new direction for the development of enterprises.
OBEG is a women&39;s dress brand of Chongqing Yachuang garment (Group) Limited.
Based on the previous research on network marketing, Yachuang group opened a OBEG
flagship store in Tmall and a OBEG discount store in Taobao at 2012. After more than
three years of operation, the network management system and operation process of OBEG
gradually perfect, the basic software and hardware equipped staff basically stable,
operating results showed well. But with the development of information technology, the
market competition, the macro economy changes in the external environment, OBEG’s
shortcomings also increased. In this case, learn some advanced knowledge and theories,
and analysis of the network marketing strategy of the OBEG , has positive significan in
improve the network marketing strategy
This paper is based on the theory of 4P, analysis from four aspects of product strategy,
pricing strategy, channel strategy and promotion strategy, the paper points out the lack of
existing network marketing strategy ,for example goods structure is not reasonable, new
goods failed to achieve online sales, pricing mechanism is too extensive, single distribution
channels, promotional activities lack of unified planning, promotion is relatively simple,
small online promotion efforts and so on.
In order to better solve the problem and put forward reasonable suggestions, this paper
analyzed strategy of OBEG internet Marketing with SWOT and STP, the results of
SWOT analysis showed that the OBEG should adopt diversification strategy, relying on the
advantages of electronic business platform, enhance brand awareness, highlighting the
different clothing styles, using different marketing methods. STP analysis showed that
OBEG women’s dress is in the high-end fashion brand, the consumer groups concentrated
in Sichuan and Chongqing area, mostly at the age of 30 to 45 years of age, and higher
levels of consumption, has a certain economic strength of women.
Aiming at the problems of OBEG women&39;s dress network marketing strategy, combined
with SWOT and STP analysis results, suggestions are made from product strategy, price西安电子科技大学硕士学位论文
IV
strategy, channel strategy and promotion strategy. For example, optimize network channels
over quarter product distribution, strengthen the network channels, season goods pricing
methods, optimize the network channel pricing ideas, expand sales network platform,
optimize the network marketing promotion of network marketing reporting process,
classification management, making the annual marketing promotion network node
planning and so on, hoping to provide a reference to optimize the network marketing work
for OBEG and other clothing company.
Keywords：OBEG， Network marketing, Marketing strategy, The SWOT analysis ,
The STP analysis插图索引
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插图索引
图 1.12011-2018 年中国网络市场购物交易结构 ........ 2
图 1.2 论文研究框架图.. 6
图 4.1 欧碧倩线上地域省份细分........ 23
图 4.2 欧碧倩线上地域城市细分........ 23
图 4.3 欧碧倩线上客群性别细分........ 24
图 4.4 欧碧倩线上客群年龄细分........ 24
图 4.5 欧碧倩线上客群等级细分........ 24
图 4.6 欧碧倩线上客群消费层级细分. 25
图 5. 1 天猫店 2015 年 1-10 月无线端流量、成交占比情况36
图 5. 2 淘宝店 2015 年 1-10 月无线端流量、成交占比情况36表格索引
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表格索引
表 3.1 欧碧倩货品品类 14
表 3.2 欧碧倩过季商品调价准则........ 15
表 4.1 欧碧倩女装 SWOT 矩阵 .......... 21
表 5. 1 库存商品分配总体原则 27
表 5.2 库存商品单款分配原则 28
表 5.3 过季货品季初分配流程 29
表 5.4 库存商品价格制定原则 31
表 5.5 库存商品定价流程........ 33
表 5.6 京东品牌入驻合作模式 34
表 5.7 欧碧倩网络营销促销活动申报流程.... 37
表 5.8 欧碧倩线上促销活动申请表（样表） 37
表 5.9 欧碧倩线上促销活动分级........ 38
表 5.10 欧碧倩网络营销全年促销节点规划....
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