【摘要】：隨著近幾年國內(nèi)電子商務(wù)的飛速發(fā)展，越來越多的顧客將購物行為轉(zhuǎn)到網(wǎng)絡(luò)上。中國國家互聯(lián)網(wǎng)信息中心CNNIC在2014年1月發(fā)布的《中國互聯(lián)網(wǎng)絡(luò)發(fā)展?fàn)顩r統(tǒng)計(jì)報(bào)告》第33版中表明，截至2014年1月底我國網(wǎng)民數(shù)量已超過六億；同時(shí)，網(wǎng)絡(luò)購物的網(wǎng)民規(guī)模達(dá)到三億人，網(wǎng)絡(luò)購物的使用率提升至近50%。把握互聯(lián)網(wǎng)中的商業(yè)機(jī)會，是當(dāng)今市場環(huán)境中眾多中小企業(yè)持續(xù)發(fā)展、突破傳統(tǒng)銷售渠道壟斷和獲得盈利的重要手段之一。因此，越來越多的中小企業(yè)開展了電子商務(wù)，加入了網(wǎng)絡(luò)銷售的隊(duì)伍，這使得電子商務(wù)的競爭環(huán)境越來越激烈。在這樣的環(huán)境下，企業(yè)的網(wǎng)絡(luò)營銷戰(zhàn)略決策和實(shí)施方案變得尤為重要。如何通過制定正確的網(wǎng)絡(luò)營銷策略，在競爭激烈的電子商務(wù)環(huán)境中生存下去并取得長期、良性的發(fā)展，是時(shí)下所有中小企業(yè)所共同關(guān)注的問題。 D建材零售網(wǎng)站成立于2004年，是一家民營建材電子商務(wù)網(wǎng)站，主要?jiǎng)?chuàng)辦人員為來自大型外資家居建材行業(yè)經(jīng)驗(yàn)豐富的管理人員。目前，D建材零售網(wǎng)站主要的銷售渠道包括企業(yè)自主網(wǎng)站、天貓商城的潔具代理品牌直營店及淘寶建材零售店，2013年，，D建材零售網(wǎng)站各渠道的年銷售總額達(dá)到1700萬人民幣。雖然D建材零售網(wǎng)站在建材零售上已經(jīng)取得了一定的成績，但是隨著越來越多的建材企業(yè)開始加入到電子商務(wù)的隊(duì)伍中來，D建材零售網(wǎng)站所面臨的商業(yè)環(huán)境和同行競爭壓力也與日俱增。在這種競爭激烈的狀況下，D建材零售網(wǎng)站的管理層意識到必須要調(diào)整目前的營銷戰(zhàn)略，以保持企業(yè)的生命力。雖然企業(yè)過去在營銷中已經(jīng)運(yùn)用了多種有效的方式，包括品牌選擇、低價(jià)競爭、多平臺開設(shè)銷售渠道、購買淘寶直通車、論壇營銷，及開設(shè)在線客服提高顧客服務(wù)滿意度等，但是由于企業(yè)在管理、人力資源和資金方面的限制和網(wǎng)絡(luò)營銷經(jīng)驗(yàn)不足，還有許多不足及需要改進(jìn)的地方。 本文以D建材零售網(wǎng)站為研究對象，綜合運(yùn)用市場營銷、網(wǎng)絡(luò)營銷相關(guān)理論為理論基礎(chǔ)，對D建材零售網(wǎng)站外部、內(nèi)部環(huán)境進(jìn)行分析，并通過企業(yè)的SWOT分析，發(fā)現(xiàn)企業(yè)在營銷方面現(xiàn)存的問題并找到原因。最后，站在管理者的角度，結(jié)合分析結(jié)果以及筆者的實(shí)際經(jīng)驗(yàn)，探索D建材零售網(wǎng)站行之有效的營銷優(yōu)化策略，幫助其對未來的營銷重點(diǎn)認(rèn)清方向，并制定營銷實(shí)施方案。 本文的研究不但對D建材零售網(wǎng)站的營銷具有指導(dǎo)意義，同時(shí)對同行業(yè)中小企業(yè)在從事網(wǎng)絡(luò)營銷時(shí)也具有一定的參考價(jià)值。希望通過本文拋磚引玉，對建材行業(yè)電子商務(wù)的網(wǎng)絡(luò)營銷有所借鑒。
[Abstract]:With the rapid development of domestic electronic commerce in recent years, more and more customers transfer their shopping behavior to the Internet. In the 33rd edition of the Statistical report on the Development of China's Internet Network, released in January 2014 by CNNIC, the National Internet Information Center of China indicated that by the end of January 2014, the number of Internet users in China had exceeded 600 million. At the same time, The scale of online shopping reached 300 million people, the usage rate of online shopping rose to nearly 50. To grasp the business opportunities in the Internet is one of the important means for the sustained development of many small and medium-sized enterprises in the current market environment and for breaking through the monopoly of traditional sales channels and obtaining profits. Therefore, more and more small and medium-sized enterprises develop electronic commerce and join the team of network sales, which makes the competition environment of electronic commerce more and more intense. In this environment, the enterprise network marketing strategy decision and implementation plan become particularly important. How to make the correct network marketing strategy, survive in the competitive electronic commerce environment and obtain long-term, benign development, D building materials retail website was established in 2004, is a private building materials e-commerce website, The main founder is from large-scale foreign-funded household building materials industry experienced management staff. At present, the main sales channels of the building materials retail website include the independent website of enterprises, the sanitary ware agency brand direct store and Taobao building materials retail store of Tmall Mall, and the total annual sales volume of each channel of the building materials retail website reaches 17 million RMB in 2013. Although the D building materials retail website has made certain achievements in building materials retailing, However, as more and more building materials enterprises begin to join the ranks of e-commerce, the commercial environment and peer competition pressure of D building materials retailing websites are also increasing day by day. In such a competitive situation, the management of the D building materials retail website realizes that the current marketing strategy must be adjusted to maintain the vitality of the enterprise. Although enterprises have used a variety of effective marketing methods in the past, including brand selection, low price competition, multi-platform sales channels, purchase of Taobao through train, forum marketing, and online customer service to improve customer service satisfaction, etc. However, due to the limitations of management, human resources and funds and the lack of experience in network marketing, there are still many shortcomings and areas for improvement. This paper takes D building materials retail website as the research object, synthetically uses the marketing, the network marketing correlation theory as the theoretical foundation, carries on the analysis to the D building materials retail website external, the internal environment, and through the enterprise SWOT analysis, Find out the existing problems in marketing and find out the reasons. Finally, from the perspective of managers, combined with the analysis results and the author's practical experience, this paper explores the effective marketing optimization strategy of D building materials retail website, helps them to recognize the direction of the future marketing focus, and formulates the marketing implementation plan. The research of this paper not only has the guiding significance to the marketing of the D building materials retail website, but also has certain reference value to the small and medium-sized enterprises of the same industry when engaging in the network marketing. Hope through this paper, to the building materials industry e-commerce network marketing reference.
【學(xué)位授予單位】：上海外國語大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.92;F724.6

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