本文關(guān)鍵詞： 電商營(yíng)銷 營(yíng)銷策略 營(yíng)銷策略優(yōu)化　出處：《吉林大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來(lái)電子商務(wù)在國(guó)內(nèi)有了飛躍性的發(fā)展,2016年電商領(lǐng)域全網(wǎng)銷售額已突破20萬(wàn)億元。伴隨著智能手機(jī)的技術(shù)發(fā)展和移動(dòng)互聯(lián)網(wǎng)的應(yīng)用,網(wǎng)絡(luò)購(gòu)物、個(gè)性化營(yíng)銷等電商營(yíng)銷場(chǎng)景越來(lái)越普及,成為消費(fèi)者生活中不可或缺的消費(fèi)渠道,因此電商營(yíng)銷業(yè)務(wù)在企業(yè)銷售過(guò)程中所扮演的角色越來(lái)越重要,傳統(tǒng)企業(yè)如何才能找到合適的電商營(yíng)銷策略拓展市場(chǎng)份額贏得消費(fèi)認(rèn)可成為越來(lái)越重要的課題。2012年以來(lái),“三只松鼠”、“百草味”、“良品鋪?zhàn)印钡然ヂ?lián)網(wǎng)堅(jiān)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(guò)50億元,也成為業(yè)內(nèi)競(jìng)相仿效的互聯(lián)網(wǎng)零食品牌企業(yè)。與此相對(duì)的,傳統(tǒng)堅(jiān)果炒貨領(lǐng)域的領(lǐng)先企業(yè)安徽真心投資集團(tuán)曾經(jīng)全國(guó)的堅(jiān)果行業(yè)龍頭企業(yè),自2008年以來(lái),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(tuán)的電商業(yè)務(wù)多年來(lái)并沒(méi)有取得滿意的進(jìn)展,銷售規(guī)模依然停留在“中小賣家”的階段,也未能為集團(tuán)帶來(lái)利潤(rùn)貢獻(xiàn)。本文依據(jù)對(duì)安徽真心投資集團(tuán)的市場(chǎng)調(diào)研和觀察,整理總結(jié)其電商營(yíng)銷業(yè)務(wù)的發(fā)展歷程和經(jīng)營(yíng)現(xiàn)狀,就發(fā)現(xiàn)的電商營(yíng)銷策略實(shí)施過(guò)程中的問(wèn)題進(jìn)行分析,找到真心集團(tuán)電商營(yíng)銷策略的癥結(jié)所在,并以此為據(jù)提出營(yíng)銷策略的優(yōu)化設(shè)計(jì)。電商營(yíng)銷策略優(yōu)化以科特勒營(yíng)銷戰(zhàn)略三角模型的企業(yè)戰(zhàn)略、戰(zhàn)術(shù)、價(jià)值三個(gè)維度為核心框架,從市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)、市場(chǎng)定位、差異化、營(yíng)銷組合、銷售、品牌、服務(wù)、流程等9個(gè)要素中,選取市場(chǎng)定位、差異化營(yíng)銷、品牌價(jià)值三個(gè)方面作為真心集團(tuán)電商營(yíng)銷策略策略優(yōu)化的核心。然后在策略實(shí)施的過(guò)程中從產(chǎn)品、價(jià)格、渠道、促銷、人員管理等方面對(duì)市場(chǎng)定位、差異化營(yíng)銷、品牌價(jià)值提升等策略進(jìn)行拆解,具體闡述策略實(shí)施將每一條核心策略落在實(shí)處,最后完成切實(shí)可行的電商營(yíng)銷實(shí)施策略。近年在電商營(yíng)銷領(lǐng)域堅(jiān)果零食品類發(fā)展最為迅猛具有很強(qiáng)代表性,真心集團(tuán)作為傳統(tǒng)企業(yè)的代表,對(duì)真心集團(tuán)電商營(yíng)銷策略進(jìn)行剖析和優(yōu)化,對(duì)傳統(tǒng)企業(yè)優(yōu)化電商營(yíng)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(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.82;F724.6

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