本文關(guān)鍵詞： 隨爾貿(mào)易公司 互聯(lián)網(wǎng) 網(wǎng)絡(luò)營(yíng)銷 推廣策略 評(píng)估策略　出處：《湖南大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著社會(huì)消費(fèi)水平的日益提高,快速消費(fèi)品行業(yè)競(jìng)爭(zhēng)激烈并日趨白熱化。內(nèi)衣行業(yè)作為快速消費(fèi)品領(lǐng)域的一個(gè)分支,在市場(chǎng)中發(fā)揮了它越來(lái)越重要的地位并且成為最有潛力的發(fā)展對(duì)象之一。隨爾貿(mào)易有限公司作為一家專注于內(nèi)衣產(chǎn)品研發(fā),生產(chǎn)與銷售的高科技企業(yè),針對(duì)我國(guó)內(nèi)衣市場(chǎng)長(zhǎng)期使用化學(xué)纖維,對(duì)女性造成危害的情況,采用一系列自然綠色原材料,在款式,價(jià)格,原材料方面贏得消費(fèi)者青睞,銷售網(wǎng)點(diǎn)遍及全球六大洲,但也存在產(chǎn)品知名度不高,營(yíng)銷策略不完善,促銷方法單一,直銷模式耗時(shí)費(fèi)力,客戶服務(wù)不成熟等問(wèn)題。本文首先分析隨爾公司的營(yíng)銷現(xiàn)狀,進(jìn)而指出隨爾貿(mào)易公司在網(wǎng)絡(luò)營(yíng)銷方面存在的主要問(wèn)題對(duì)網(wǎng)絡(luò)營(yíng)銷認(rèn)識(shí)不到位、價(jià)格較淘寶同行業(yè)稍高、缺少網(wǎng)絡(luò)營(yíng)銷專門(mén)人才、促銷手段不多、缺乏有效的網(wǎng)絡(luò)營(yíng)銷績(jī)效評(píng)價(jià)。其次,結(jié)合產(chǎn)品特點(diǎn),著重對(duì)網(wǎng)絡(luò)營(yíng)銷的外部環(huán)境以及政治、經(jīng)濟(jì)、社會(huì)因素進(jìn)行分析。通過(guò)對(duì)信息技術(shù),政治因素,社會(huì)因素,市場(chǎng)因素的分析,可提高隨爾公司的自身發(fā)展需要,加強(qiáng)在內(nèi)衣行業(yè)中的競(jìng)爭(zhēng)力,并且隨爾公司的企業(yè)內(nèi)在環(huán)境與外在環(huán)境都已成熟,具備發(fā)展網(wǎng)絡(luò)營(yíng)銷的實(shí)力。再次,對(duì)隨爾公司網(wǎng)絡(luò)營(yíng)銷繼續(xù)SWOT分析,確定隨爾貿(mào)易公司的營(yíng)銷管理目標(biāo)與系統(tǒng)目標(biāo),確立網(wǎng)站主要目標(biāo)用戶群,便于網(wǎng)站建設(shè)以及后期推廣與運(yùn)營(yíng)。在此基礎(chǔ)上,設(shè)計(jì)隨爾貿(mào)易公司網(wǎng)絡(luò)營(yíng)銷策略,設(shè)計(jì)網(wǎng)絡(luò)營(yíng)銷系統(tǒng)優(yōu)化策略、網(wǎng)絡(luò)推廣策略和網(wǎng)絡(luò)營(yíng)銷4P策略。最后,探討隨爾貿(mào)易公司網(wǎng)絡(luò)營(yíng)銷策略實(shí)施情況。通過(guò)對(duì)隨爾公司的網(wǎng)絡(luò)營(yíng)銷策略的研究和分析,制定行之可效的網(wǎng)絡(luò)營(yíng)銷策略,從而提升隨爾公司的影響力和核心競(jìng)爭(zhēng)力,增加銷售收入,降低營(yíng)銷投入。本研究對(duì)指導(dǎo)隨爾公司開(kāi)展網(wǎng)絡(luò)營(yíng)銷實(shí)踐具有重要的意義。
[Abstract]:With the increasing level of social consumption, the fast moving consumer goods industry is becoming more and more competitive. Underwear industry as a branch of fast moving consumer goods. In the market has played an increasingly important role and become one of the most potential development object. As a high-tech company focusing on the research and development, production and sales of underwear products. Aiming at the situation that chemical fiber is used in our underwear market for a long time, which is harmful to women, a series of natural green raw materials are adopted to win the favor of consumers in terms of style, price and raw materials. Sales outlets throughout the world six continents, but there are also product awareness is not high, marketing strategy is not perfect, promotion method is single, direct selling model time-consuming and laborious. This paper first analyzes the marketing situation of the company, and then points out that the main problems in the network marketing of the company is not in place. The price is a little higher than Taobao industry, lack of network marketing professionals, promotion means are not many, lack of effective network marketing performance evaluation. Secondly, combined with the characteristics of products, focus on the external environment of network marketing and politics. Through the analysis of information technology, political factors, social factors and market factors, we can improve the needs of the company's own development and strengthen its competitiveness in the underwear industry. And the internal and external environment of the company has matured and has the strength to develop the network marketing. Thirdly, the SWOT analysis of the network marketing of the company continues. To determine the marketing management objectives and system objectives of Mercer Trading Company, to establish the main target users of the website, to facilitate the website construction and later promotion and operation. On this basis, design the network marketing strategy of Mercer Trading Company. Design network marketing system optimization strategy, network promotion strategy and network marketing 4p strategy. Finally. Through the research and analysis of the network marketing strategy of the company, we can make the effective network marketing strategy. In order to enhance the influence and core competitiveness of the company, increase sales revenue, reduce marketing investment. This study has important significance to guide the company to carry out network marketing practice.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.86

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