大连理工大学专业学位硕士学位论文
摘
要
从上世纪末开始，在信息技术革命的推动下，网络经济成为了新的经济业态，促
发了商业模式的巨大变化，深刻的影响了人们的生活方式与消费方式。如今，在互联网
开放，自由，互动等的特点的基础上，网络营销无处不在，扩散速度极快。网络营销
已经打破了传统营销在时空上的限制，将产品与企业的信息全面的展现给消费者，更好
的体现对消费者的需求与感受的尊重，已经成为企业营销非常重要的组成部分。K品牌
是创立于比利时的时尚箱包品牌，在 2004年开始了它在中国的品牌发展之路。近几年，
K品牌的业务受到了品牌的知名度下滑，实体门店数量减少，利润下降的挑战。
本文以 K品牌为研究对象，结合网络整合营销理论，对其营销策略进行全面分析。
通过对 K品牌的宏观环境分析，所处行业的竞争环境分析，以及 K品牌的内部分析，
结合 K品牌当前的营销现状，分析得出其所面临的网络营销问题，主要是企业的网络营
销手段目前处于初级阶段， K品牌对于全面的网络营销的思路尚未完全打开。问题主
要体现在 1）多媒体营销仍处于初级阶段，运营的方式单一，发挥的作用较小 2）品牌
代言人吸粉力量不足 3）粉丝粘性小，评论互动少 4）营销策略偏重传统形式，无法吸
引年轻消费者。本文根据诊断出的网络营销问题，为 K品牌优化出以 5R理论为基础、
全开开展整合营销的策略。第一，建立与消费者的关联，在原有微信微博的基础上，增
加互动以及开拓新的网络营销渠道。第二，深耕网络，利用软文营销，关系营销等策略
的力量来代替 K品牌资金不足无法维持一线明星代言的弱势。第三，提高市场反应能力，
深入消费者群体需求，及时的做出营销反馈。第四，充分利用口碑传播的优势，不断的
向外扩散正向的口碑，维持品牌的活力。第五，维持稳定的客户关系。保持与客户的
良好沟通，维持住客户并不断的扩大客户群的规模。
通过以上策略，实现 K品牌营销目标，在网络营销中积累口碑与粉丝基础，提高
K品牌的知名度与辨识度，扩大客户规模，最终实现销售目标。希望本文对于帮助 K品
牌优化整合营销策略，提升品牌价值提供思路。
关键词：K品牌；网络整合营销；整合营销策略
-I-

K品牌国内市场网络整合营销策略研究
The Study on Integrated Network Marketing Strategy of Brand K in China
Abstract
Since the end of last century, driven by the information technology revolution, network
economy has become a new economic format, promoted great changes in business model, and
deeply affected people's way of life and consumption. Nowadays, based on the open, free and
interactive characteristics of the Internet, network marketing is everywhere and spreads very
fast. Network marketing has broken the limitations of traditional marketing in time and space,
comprehensively display the information of products and enterprises to consumers, and better
reflect the respect for consumers' needs and feelings. It has become a very important part of
enterprise marketing. K brand is a fashion luggage brand founded in Belgium and began its
brand development in China in 2004. In recent years, the business of brand K has been
challenged by the decline of brand popularity, the reduction of the number of physical stores
and the decline of profits.
This thesis takes K brand as the research object, combined with the network integrated
marketing theory, makes a comprehensive analysis of its marketing strategy. Through the
analysis of the macro environment of brand K, the competitive environment of the industry,
and the internal analysis of brand K, combined with the current marketing situation of brand
K, this thesis analyzes the network marketing problems faced by brand K, mainly because the
enterprise's network marketing means is currently in the primary stage, and brand K's idea of
comprehensive network marketing has not been fully opened. The problems are mainly
reflected in 1) multimedia marketing is still in the primary stage, the mode of operation is
single, and it plays a small role. 2) the brand spokesperson has insufficient powder absorption
power. 3) the fans are less viscous, and the comments are less interactive. 4) the marketing
strategy focuses on the traditional form, which can not attract young consumers. According to
the diagnosed network marketing problems, this thesis optimizes the integrated marketing
strategy for K brand based on 5R theory. First, establish a relationship with consumers,
increase interaction and explore new online marketing channels on the basis of the original
wechat microblog. Second, deeply cultivate the network and use the power of soft text
marketing, relationship marketing and other strategies to replace K brand. The lack of funds
can not maintain the weakness of front-line star endorsement. Third, improve the market
response ability, go deep into the needs of consumer groups, and make marketing feedback in
time. Fourth, make full use of the advantages of word-of-mouth communication to
continuously spread positive word-of-mouth and maintain the vitality of the brand. Fifth,
-II-

大连理工大学专业学位硕士学位论文
maintain a stable customer relationship. Maintain good communication with customers,
maintain customers and continuously expand the scale of customer base.
Through the above strategies, achieve the marketing goal of K brand, accumulate
reputation and fan base in network marketing, improve the popularity and recognition of K
brand, expand the scale of customers, and finally achieve the sales goal. It is hoped that this
thesis will provide ideas to help K brand optimize integrated marketing strategy and enhance
brand value.
Key Words：Brand K; integrated network marketing; integrated marketing strategy
-III-
。。。以下略