本文選題：電商渠道 + 營銷策略　； 參考：《華東理工大學(xué)》2015年碩士論文

【摘要】：根據(jù)中國行業(yè)咨詢網(wǎng)2013年8月提供的《家居飾品行業(yè)報告》數(shù)據(jù)顯示,保守估計2012年國內(nèi)家居飾品的市場容量在3000億元左右,報告還指出整體行業(yè)每年仍以每年30%的遞增速度在快速發(fā)展。同時,報告指出每年電商渠道的成交額接近100億,每年的增長速度超過80%,其中淘寶網(wǎng)和天貓的銷售總額占整個電商渠道85%以上的份額。不過家居飾品行業(yè)的格局處于分割狀態(tài),無論是線上還是線下渠道,即便是行業(yè)領(lǐng)先的品牌,其市場份額也僅占不到5‰的比例,品牌集中度較低,整個行業(yè)缺少領(lǐng)導(dǎo)者。與此同時,線下家居飾品企業(yè)面臨運(yùn)營成本逐年增長和利潤急速下滑的壓力,企業(yè)發(fā)展的前景不容樂觀。而擁有社會化的傳播方式、打破時空限制的渠道特征、數(shù)據(jù)化營銷的精確特點(diǎn)等優(yōu)勢,且增長速度遠(yuǎn)超過行業(yè)整體渠道的電商渠道,為家居飾品品牌探索到新的盈利模式提供了可能。當(dāng)然,隨著更多的企業(yè)入駐電商平臺,電商渠道行業(yè)間的競爭也趨于復(fù)雜和激烈,這就要求企業(yè)要運(yùn)用合理、有效的營銷策略才能在競爭中取得優(yōu)勢。 基于這一背景,本文通過對家居飾品W品牌及行業(yè)在電商渠道運(yùn)營現(xiàn)狀的分析；采用問卷調(diào)研和數(shù)據(jù)統(tǒng)計分析的方法,從消費(fèi)者購買行為的角度研究得出影響行業(yè)消費(fèi)者的營銷策略因素；最后根據(jù)研究結(jié)果,針對產(chǎn)品定位、價格策略、企業(yè)推廣策略和客戶體驗等營銷策略提出優(yōu)化方案。
[Abstract]:According to the "report on the Household Jewelry Industry" provided by China Industry Consulting Network in August 2013, it is conservatively estimated that the market capacity of domestic household ornaments in 2012 is about 300 billion yuan. The report also points out that the industry as a whole is still growing at a rate of 30 percent a year. At the same time, the report points out that the turnover of e-commerce channels is close to 10 billion a year, and the annual growth rate is more than 80 percent, with Taobao and Tmall accounting for more than 85 percent of the total sales of e-commerce channels. However, the pattern of household jewelry industry is in a split state, whether online or offline channels, even if the industry's leading brands, its market share is only less than 5 鈥，

本文編號：1796799