基于4C营销理论的韩都衣舍网络营销策略研究
Research on the Online Marketing Strategy of Handu Clothing Based on the 4C Marketing Theory

随着服装电商市场的快速变革，许多行业和企业受到深刻影响。本文基于4C营销理论，并结合SWOT分析，从消费者角度探讨韩都衣舍的网络营销策略。尽管韩都衣舍具备丰富的电商营销经验和优秀的供应链成本控制能力，但仍面临产品同质化、定价策略僵化、营销渠道单一等挑战。为应对这些问题，韩都衣舍应采取“韩风 + 国潮”双引擎产品定位、动态定价策略与柔性供应链协同以及加强员工培训等措施，以更好地满足消费者的多元化需求，提高消费者对价格的接受度，提升整体购物体验，从而提升客户满意度和品牌忠诚度。
With the rapid transformation of the online clothing retail market, many industries and enterprises have been profoundly affected. This article, based on the 4C marketing theory and combined with SWOT analysis, explores the online marketing strategies of Handu Clothing from the perspective of consumers. Although Handu Clothing has rich e-commerce marketing experience and excellent supply chain cost control capabilities, it still faces challenges such as product homogeneity, inflexible pricing strategies, and a single marketing channel. To address these issues, Handu Clothing should adopt a dual-engine product positioning of “Korean style + national trend”, diversified pricing strategies, flexible supply chain coordination, and enhance employee training, in order to better meet the diverse needs of consumers, increase consumers’ acceptance of prices, improve the overall shopping experience, and thereby enhance customer satisfaction and brand loyalty.