本文選題：電子元器件　切入點(diǎn)：分銷商　出處：《華僑大學(xué)》2017年碩士論文

【摘要】：電子元器件行業(yè)作為電子信息產(chǎn)業(yè)發(fā)展的基礎(chǔ),也隨著中國國內(nèi)生產(chǎn)力水平的提高,電子元器件行業(yè)將得到政府和企業(yè)的強(qiáng)烈關(guān)注,并有著寬廣的市場拓展空間。本文通過對國內(nèi)和國外網(wǎng)絡(luò)營銷策略的研究,以案例研究方法(A公司)為主,文獻(xiàn)分析法、和問卷調(diào)查法相結(jié)合,理論探討和案例相結(jié)合。根據(jù)A公司自身的實(shí)際情況,通過運(yùn)用互聯(lián)網(wǎng)+電子元器件的思維,通過網(wǎng)絡(luò)營銷聚集資源,基于行業(yè)的特點(diǎn),經(jīng)過產(chǎn)品定位、用戶定位和市場定位,從眾多的電子元器件和用戶中得出兩個市場。一是低成本導(dǎo)向型的用戶傾向采購?fù)ㄓ眉漠a(chǎn)品且需求量較大,用戶和產(chǎn)品數(shù)量占比大約為80%;二是個性化需求型用戶傾向采購特殊元件、難尋元器件產(chǎn)品且需求量較小,用戶和產(chǎn)品數(shù)量占比大約為20%。運(yùn)用網(wǎng)絡(luò)營銷策略中的產(chǎn)品策略、價格策略、金融服務(wù)策略、促銷策略、SOLOMO策略、宣傳策略、技術(shù)服務(wù)策略、物流策略,制定出一套適合互聯(lián)網(wǎng)時代的“互聯(lián)網(wǎng)+”方案,即成本導(dǎo)向型方案和個性化定制方案,并對為期一年的運(yùn)營進(jìn)行效果分析,實(shí)現(xiàn)原廠分銷商用戶三者的共贏,促使分銷商企業(yè)在競爭中獲得優(yōu)勢,從而獲得標(biāo)志性發(fā)展,也給同行企業(yè)摸索出與時代相適應(yīng)的發(fā)展之道。
[Abstract]:Electronic components industry as the basis of the development of electronic information industry, with the improvement of China's domestic productivity, electronic components industry will be the strong concern of the government and enterprises, and there is a broad market expansion space.In this paper, through the domestic and foreign network marketing strategy research, mainly with the case study method A company), the literature analysis method, the questionnaire survey method unifies, the theory discussion and the case study unifies.According to the actual situation of company A, through the use of the thinking of Internet electronic components, through the network marketing gathered resources, based on the characteristics of the industry, through product positioning, user positioning and market positioning,Two markets are drawn from a large number of electronic components and users.First, low cost oriented users tend to purchase products with large demand, and the proportion of users and products is about 80%; second, personalized demand-oriented users tend to purchase special components, so it is difficult to find components and the demand is relatively small.The proportion of users and products is about 20.By using the product strategy, price strategy, financial service strategy, promotion strategy, propaganda strategy, technical service strategy, logistics strategy in the network marketing strategy, a set of "Internet" scheme suitable for the Internet era is worked out.That is, the cost oriented scheme and the individualized customization scheme, and the analysis of the effect of the operation for one year, to realize the win-win situation among the original distributor users, and to promote the distributor enterprise to gain the advantage in the competition and thus obtain the symbolic development.Also to peer enterprises to find out with the times to adapt to the development of the road.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F426.6

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本文編號：1708973