本文選題：線上營銷　切入點(diǎn)：整合營銷　出處：《華東理工大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：根據(jù)全國第六次人口普查數(shù)據(jù)顯示,我國0-14歲兒童在2.2億,由此形成我國龐大的童裝消費(fèi)群體,童裝市場具有極大的開拓潛力。中國已成為繼美國之后全球第二大嬰童用品消費(fèi)大國,童裝市場廣闊。隨著移動互聯(lián)網(wǎng)生活走入千家萬戶,人們的溝通方式發(fā)生了非常大的變化,過去的童裝消費(fèi)全部都集中在線下,但隨著4G生活的到來,GA公司發(fā)現(xiàn),線上的銷售將會大于線下的銷售。發(fā)展線上營銷就成了GA公司的研究重點(diǎn)。GA童裝公司2015年在線上營銷的嘗試,可以說并不成功。線上影響的目標(biāo)、市場定位以及廣告計劃都沒有,而是招來一名員工,直接設(shè)立一個淘寶店鋪,發(fā)帖引流,再用朋友圈不斷推送廣告,和目前線上營銷火爆的場景形成了對立。本文通過線上營銷平臺的研究入手,在充分了解線上營銷平臺的優(yōu)劣勢后,大膽以線上營銷的視角來做SWOT戰(zhàn)略分析模型,同時結(jié)合整合營銷的方法,得出線上營銷改進(jìn)方案：一、通過微信、微博等線上平臺聯(lián)動,同時增強(qiáng)產(chǎn)品更新,提升競爭力。二、通過線上營銷整合,提升客戶辨識度和訪問率。三、通過線上合作等方式,進(jìn)行產(chǎn)品線整合(又稱平臺戰(zhàn)略),讓線上平臺的數(shù)據(jù)可以更好的發(fā)揮作用。四、通過技術(shù)實(shí)現(xiàn)在線試衣功能,從而大大增強(qiáng)線上訪問率和辨識率。
[Abstract]:According to the data from 6th national censuses, the number of children aged 0-14 in China is 220 million, thus forming a large group of children's clothing consumers in our country. Children's wear market has great potential. China has become the world's second largest consumer of baby products after the United States, children's wear market is vast. With the mobile Internet life into thousands of households, The way people communicate has changed a lot. In the past, all children's clothing consumption was concentrated off the line, but with the arrival of 4G life, GA found, Online sales will be larger than offline sales. Developing online marketing has become the focus of GA's research. GA childrenwear's online marketing attempt in 2015 has not been successful. There is no market orientation or advertising plan. Instead, an employee is recruited to set up a Taobao shop directly, post and drain, and then use Moments to push the advertisement. This paper begins with the research of online marketing platform, and after fully understanding the advantages and disadvantages of online marketing platform, makes a strategic analysis model of SWOT from the perspective of online marketing. At the same time, combined with the method of integrated marketing, we have put forward online marketing improvement schemes: first, through the online platform linkage, such as WeChat, Weibo, etc., at the same time, we can enhance the product update and enhance the competitiveness. Second, through the online marketing integration, Third, through online cooperation, product line integration (also known as platform strategy, so that the online platform data can play a better role. 4, through technology to achieve online fitting function, Thus, the online access rate and identification rate are greatly enhanced.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F274;F426.86

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本文編號：1580516