本文關(guān)鍵詞：大商集團(tuán)“全渠道業(yè)務(wù)”營(yíng)銷策略研究　出處：《鄭州大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：從基于PC機(jī)的互聯(lián)網(wǎng)到基于手機(jī)的移動(dòng)網(wǎng),是一場(chǎng)巨大的革命。顧客變了,競(jìng)爭(zhēng)者變了,合作伙伴也變了,企業(yè)的營(yíng)銷也必須變革。怎樣把電子商務(wù)與傳統(tǒng)渠道有機(jī)結(jié)合?怎樣創(chuàng)新多渠道的經(jīng)營(yíng)模式,進(jìn)行線上線下資源的統(tǒng)一調(diào)配,實(shí)現(xiàn)經(jīng)營(yíng)效益的最大化?本文以大商天狗網(wǎng)的轉(zhuǎn)型案例為基點(diǎn)進(jìn)行研究和分析,以期為傳統(tǒng)企業(yè)管理者們提供一些借鑒和思路。2015年是大商天狗網(wǎng)的效益年和平臺(tái)年,大商集團(tuán)百貨、超市實(shí)體店+大商天狗網(wǎng)的全渠道業(yè)務(wù)營(yíng)銷模式初步建成。這種全渠道營(yíng)銷模式可以最大范圍地整合資源,減少內(nèi)部因渠道管理問題產(chǎn)生的內(nèi)耗。當(dāng)傳統(tǒng)渠道和電商渠道發(fā)生碰撞時(shí),線上和線下利益的沖突凸顯,為了解決這一沖突,需要對(duì)現(xiàn)有渠道進(jìn)行改革,包括商業(yè)模式的改革,品牌管理的改革,進(jìn)行單品化管理。本文通過大商全渠道業(yè)務(wù)的定義,結(jié)合全渠道業(yè)務(wù)的宏觀營(yíng)銷環(huán)境,對(duì)大商全渠道業(yè)務(wù)目標(biāo)市場(chǎng)做了詳細(xì)的分類,對(duì)全渠道營(yíng)銷策略做了深刻的剖析。認(rèn)為大商集團(tuán)依托遍布全國(guó)線下200多家門店開拓電商渠道能創(chuàng)新銷售模式,讓電子商務(wù)的個(gè)性化、數(shù)據(jù)化、虛擬化最終轉(zhuǎn)化為銷量的增加。但同時(shí)新型的銷售模式還處于探索階段,除了占比小,不確定性強(qiáng)以外,它還會(huì)吞噬大商集團(tuán)傳統(tǒng)業(yè)務(wù)的優(yōu)勢(shì)和利潤(rùn),也面臨其他電商巨頭和新型跨境貿(mào)易的競(jìng)爭(zhēng)。我們需要找準(zhǔn)目標(biāo)用戶的需求痛點(diǎn),引導(dǎo)消費(fèi)者消費(fèi)習(xí)慣的轉(zhuǎn)變?cè)僭炀�下商業(yè)模式。大商集團(tuán)天狗網(wǎng)的研究,有助于幫助我國(guó)其它百貨零售企業(yè)調(diào)整和創(chuàng)新市場(chǎng)營(yíng)銷策略,不斷發(fā)展壯大。
[Abstract]:From the PC-based Internet to the mobile-based mobile network, it is a huge revolution. Customers have changed, competitors have changed, and partners have changed. The marketing of the enterprise must also change. How to combine the electronic commerce with the traditional channel organically? How to innovate the management mode of multi-channel, carry on the unified allocation of the resources up and down the line, realize the maximization of the management benefit? This paper studies and analyzes the transformation case of Tiandog net in order to provide some reference and train of thought for the managers of traditional enterprises. 2015 is the benefit year and platform year of the great business Tiandog net. Large business group department stores, supermarket stores, large business Tiandog net of the initial completion of the full channel business marketing model. This full channel marketing model can maximize the integration of resources. Reduce internal friction caused by channel management problems. When traditional channels and e-commerce channels collide, online and offline interests conflict highlights, in order to resolve this conflict, we need to reform the existing channels. Including the reform of business model, the reform of brand management, the management of individual products. This paper combines the macro marketing environment of the whole channel business through the definition of the big business and the whole channel business. This paper makes a detailed classification of the target market of the big business all channel business. This paper makes a profound analysis of the marketing strategy of the whole channel. It thinks that the large business group can innovate the sales mode and make the electronic commerce individualized and digitalized by relying on more than 200 stores all over the country to open up the e-commerce channel. Virtualization eventually translates into an increase in sales. But at the same time, the new sales model is still in the exploration stage, in addition to the small proportion and strong uncertainty, it will also eat up the advantages and profits of the traditional business of big business groups. We also face competition from other ecommerce giants and new cross-border trade. We need to find the pain point of the demand of the target users and guide consumers to change their consumption habits and reengineer the offline business model. It helps other retail enterprises to adjust and innovate their marketing strategies.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6;F274

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