本文關鍵詞： 電商營銷 營銷策略 營銷策略優(yōu)化　出處：《吉林大學》2017年碩士論文　論文類型：學位論文

【摘要】：近年來電子商務在國內有了飛躍性的發(fā)展,2016年電商領域全網銷售額已突破20萬億元。伴隨著智能手機的技術發(fā)展和移動互聯(lián)網的應用,網絡購物、個性化營銷等電商營銷場景越來越普及,成為消費者生活中不可或缺的消費渠道,因此電商營銷業(yè)務在企業(yè)銷售過程中所扮演的角色越來越重要,傳統(tǒng)企業(yè)如何才能找到合適的電商營銷策略拓展市場份額贏得消費認可成為越來越重要的課題。2012年以來,“三只松鼠”、“百草味”、“良品鋪子”等互聯(lián)網堅果零食品牌迅速崛起,其中三只松鼠2016年全電商渠道銷售額超過50億元,也成為業(yè)內競相仿效的互聯(lián)網零食品牌企業(yè)。與此相對的,傳統(tǒng)堅果炒貨領域的領先企業(yè)安徽真心投資集團曾經全國的堅果行業(yè)龍頭企業(yè),自2008年以來,銷售額逐年萎縮,從07年的7億銷售額降低至16年的2.7億。真心集團的電商業(yè)務多年來并沒有取得滿意的進展,銷售規(guī)模依然停留在“中小賣家”的階段,也未能為集團帶來利潤貢獻。本文依據對安徽真心投資集團的市場調研和觀察,整理總結其電商營銷業(yè)務的發(fā)展歷程和經營現(xiàn)狀,就發(fā)現(xiàn)的電商營銷策略實施過程中的問題進行分析,找到真心集團電商營銷策略的癥結所在,并以此為據提出營銷策略的優(yōu)化設計。電商營銷策略優(yōu)化以科特勒營銷戰(zhàn)略三角模型的企業(yè)戰(zhàn)略、戰(zhàn)術、價值三個維度為核心框架,從市場細分、目標市場、市場定位、差異化、營銷組合、銷售、品牌、服務、流程等9個要素中,選取市場定位、差異化營銷、品牌價值三個方面作為真心集團電商營銷策略策略優(yōu)化的核心。然后在策略實施的過程中從產品、價格、渠道、促銷、人員管理等方面對市場定位、差異化營銷、品牌價值提升等策略進行拆解,具體闡述策略實施將每一條核心策略落在實處,最后完成切實可行的電商營銷實施策略。近年在電商營銷領域堅果零食品類發(fā)展最為迅猛具有很強代表性,真心集團作為傳統(tǒng)企業(yè)的代表,對真心集團電商營銷策略進行剖析和優(yōu)化,對傳統(tǒng)企業(yè)優(yōu)化電商營銷策略都具有著示范作用和重要影響,這也是本文意義所在。
[Abstract]:In recent years, E-commerce has made a leap development in China. In 2016, the sales volume of the whole network in the field of e-commerce exceeded 20 tillion yuan. With the development of smart phone technology and the application of mobile Internet, online shopping, Personalized marketing and other e-commerce marketing scenarios are becoming more and more popular and become an indispensable consumer channel in consumer life. Therefore, e-commerce marketing business plays an increasingly important role in the process of enterprise sales. It has become increasingly important for traditional enterprises to find suitable e-commerce marketing strategies to expand their market share and gain recognition for consumption. Since 2012, Internet nut snack brands such as "three squirrels", "100 grass flavor" and "good shop" have risen rapidly. In 2016, three of the squirrels sold more than 5 billion yuan in total e-commerce channels, becoming a rival Internet snack brand in the industry. Anhui Real Investment Group, a leading enterprise in the field of traditional nut roasting, has been a national leader in the nut industry. Since 2008, its sales volume has shrunk year by year. Sales fell from 700 million in 2007 to 270 million in 16 years. Sincere Group's ecommerce business has not made satisfactory progress for many years, and sales still remain at the stage of "small and medium sellers". Based on the market research and observation of Anhui Real Investment Group, this paper summarizes the development history and management status of its e-commerce marketing business. By analyzing the problems in the process of implementing e-commerce marketing strategy, we can find out the crux of e-commerce marketing strategy of sincere group. The optimization of e-commerce marketing strategy takes the enterprise strategy, tactics and value of Kotler's marketing strategy triangle model as the core frame, from market segmentation, target market, market positioning. Differentiation, marketing mix, sales, brand, service, process and other nine elements, select market positioning, differentiated marketing, Three aspects of brand value are the core of the optimization of e-commerce marketing strategy. Then in the implementation of the strategy from the product, price, channel, promotion, personnel management and other aspects of market positioning, differentiated marketing, Brand value promotion and other strategies to be dismantled, the specific implementation of the strategy will be the implementation of each core strategy in practice, In recent years, the most rapid development in the field of e-commerce marketing nuts zero food category has a strong representative, sincere group as a representative of traditional enterprises, This paper analyzes and optimizes the marketing strategy of sincere Group, which has a demonstration effect and an important influence on the traditional enterprise to optimize the marketing strategy of e-commerce, which is also the significance of this paper.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426.82;F724.6

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