本文關鍵詞： 傳統(tǒng)營銷渠道 網(wǎng)絡營銷渠道 H公司 家紡產(chǎn)品　出處：《鄭州大學》2015年碩士論文　論文類型：學位論文

【摘要】：傳統(tǒng)批發(fā)零售實體業(yè)長期以來在市場經(jīng)濟發(fā)展過程中占據(jù)舉足輕重的地位。然而,隨著信息技術的革新、網(wǎng)絡時代的來臨,電子商務獲得了迅猛的發(fā)展,網(wǎng)絡營銷渠道已經(jīng)對傳統(tǒng)銷售渠道產(chǎn)生了巨大沖擊力。自從我國在2001入世后,我國企業(yè)面臨著更激烈的市場競爭。面對如此嚴峻形勢,一些有遠見的傳統(tǒng)企業(yè)開始探索新型的營銷渠道模式,以便能高效、互動、實時地滿足消費者需求,增加企業(yè)的市場份額,從而提升企業(yè)的競爭優(yōu)勢。傳統(tǒng)批發(fā)零售業(yè)正處于全新的拐點,如何結合自身傳統(tǒng)營銷渠道的發(fā)展經(jīng)驗,將劣勢轉化為優(yōu)勢將是企業(yè)發(fā)展的可行之徑,這也是本文研究的出發(fā)點。本文以傳統(tǒng)批發(fā)零售實體業(yè)鄭州萬盛紡織公司(以下簡稱H公司)的網(wǎng)絡營銷渠道為研究主題,通過對H公司的現(xiàn)有營銷渠道進行分析,找出其存在的不足。從網(wǎng)絡營銷渠道入手,希望找出公司現(xiàn)有營銷渠道的優(yōu)勢及其發(fā)展的鉗制性因素,以此來構建適合公司發(fā)展的網(wǎng)絡營銷渠道,為公司的持續(xù)健康發(fā)展提供保障。本文在H公司網(wǎng)絡營銷渠道的構建過程中,采用了問卷調查的方式對H公司網(wǎng)絡營銷渠道的現(xiàn)狀進行調查,主要將從企業(yè)因素、市場因素和行業(yè)因素這三個方面入手。通過調查發(fā)現(xiàn)H公司網(wǎng)絡營銷渠道的不足之處,并結合公司發(fā)展過程中傳統(tǒng)營銷渠道存在的問題,進而構建H公司網(wǎng)絡營銷渠道。運用STP戰(zhàn)略分析H公司網(wǎng)絡營銷市場的細分、目標和定位,認為H公司在營銷渠道轉型中,應該將其網(wǎng)絡營銷渠道定位于兒童家紡市場,區(qū)分產(chǎn)品購買者和產(chǎn)品體驗者的不同消費需求,充分發(fā)揮其傳統(tǒng)營銷渠道積累的優(yōu)勢,突出產(chǎn)品個性化需求,塑造企業(yè)網(wǎng)絡品牌。最后,本文提出H公司網(wǎng)絡營銷渠道建設的具體策略,并提供相關的網(wǎng)絡營銷渠道的管理保障建議。
[Abstract]:The traditional wholesale and retail entity industry has been playing an important role in the development of the market economy for a long time. However, with the innovation of information technology and the advent of the network age, e-commerce has been developing rapidly. The network marketing channel has had a great impact on the traditional marketing channel. Since our country entered the WTO in 2001, the enterprises in our country are facing more fierce market competition. Some far-sighted traditional enterprises have begun to explore new marketing channels so that they can meet the needs of consumers in an efficient, interactive and real-time manner and increase their market share. In order to enhance the competitive advantage of enterprises, the traditional wholesale and retail trade is at a new inflection point, how to combine their own traditional marketing channel development experience, will be the feasible path of enterprise development. This is also the starting point of this study. This paper takes the network marketing channel of traditional wholesale and retail entity Zhengzhou Wansheng Textile Company (hereinafter referred to as H Company) as the research theme, through the analysis of the existing marketing channels of H Company. From the point of view of the network marketing channel, we hope to find out the advantages of the company's existing marketing channel and the restraining factors of its development, so as to construct the network marketing channel suitable for the development of the company. In the course of constructing H company's network marketing channel, this paper adopts questionnaire survey to investigate the current situation of H company's network marketing channel, mainly from enterprise factors. Starting with market factors and industry factors, the author finds out the shortcomings of H Company's network marketing channel through investigation, and combines with the problems existing in the traditional marketing channels in the course of the company's development. Using STP strategy to analyze the subdivision, target and orientation of H company's network marketing market, the author thinks that H company should position its network marketing channel in children's home textile market in the process of marketing channel transformation. Distinguish the different consumption needs of product buyers and product experiencers, give full play to the advantages accumulated by their traditional marketing channels, highlight the individualized demand of products, and shape enterprise network brands. This paper puts forward the concrete strategy of H company's network marketing channel construction, and provides the related network marketing channel management safeguard suggestion.
【學位授予單位】：鄭州大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F426.81

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