我国服装企业平台型B2C网络营销研究－基于4C理论的建议

摘要

电子商务的迅速发展，使网络市场成为服装企业竞争的新阵地。本文在分析了平台型B2C网络营销优势的基础上，运用4C理论从了解企业需求、增强企业综合实力、优化购物环境、树立企业形象4个方面对服装企业开展平台型B2C网络营销提出建议。%With the rapid development of e-commerce, online market becomes a new competitive frontier for apparel enterprises. Based on the analysis of the advantages of platform B2C, with 4C theory this article puts forward 4 suggestions to apparel enterprises: understand the business needs, enhance enterprise comprehensive strength, optimize customer’s shopping environment and promote enterprise image.