數(shù)字化營銷策略是一種創(chuàng)新的營銷理念,它使柬埔寨的實施計劃在很好的營銷環(huán)境中不斷進步。針對柬埔寨電子營銷增長迅速現(xiàn)狀的難得的機會,本論文以“TEM貿(mào)易有限公司數(shù)字化營銷策略研究”為主題,研究破壞性數(shù)字營銷的概況。然而,研究需要在適當?shù)膶W術(shù)論文中以七個章節(jié)來說明以下每一個概念的研究,使研究論文變得更有用更有意義。本文的主要目的是針對破壞性的數(shù)字營銷策略在銷售增長的觀點。主要有三個問題,首先是“是如何”和“是什么”。第一個問題是“數(shù)字營銷如何對服務(wù)或產(chǎn)品產(chǎn)生破壞性影響?”“目的是在公司經(jīng)營時如何影響數(shù)字營銷。第二個問題是“實施數(shù)字化營銷戰(zhàn)略的關(guān)鍵組成部分是什么?”這意味著在整個論文的各個部分都要分析哪些策略的使用性。第三個問題是“公司是如何經(jīng)營管理的?”“公司使用什么技術(shù)來管理運營?”主要研究地點就是柬埔寨金邊市的TEM貿(mào)易有限公司。公司目前正在實行數(shù)字化營銷。下面的分析結(jié)果主要集中在營銷的兩個方面,包括數(shù)字營銷和線下營銷。本文的分析采用了PESTEL和TOWS分析法對公司的分析案例進行了解釋。理論框架就是一個有助于解決方案的主要因素包含Accenture 4R個性化模型,SOSTAC?規(guī)劃... 

【文章來源】：上海外國語大學上海市 211工程院校 教育部直屬院校

【文章頁數(shù)】：136 頁

【學位級別】：碩士

【文章目錄】：
Acknowledgements
摘要
Abstract
Chapter One Introduction
    1.1 Research Background, Purpose and Significance
        1.1.1 Research Background
        1.1.2 Research Purpose
        1.1.3 Research Significance
    1.2 Domestic and Foreign Literature Review on Similar Topics
        1.2.1 Local Literature Review
        1.2.2 Foreign Literature Review
    1.3 Research Content and Questions
        1.3.1 Research Questions
        1.3.2 Research Structure
    1.4 Research Methodologies and Innovation
        1.4.1 Research Methodologies
        1.4.2 Innovations
Chapter Two Theoretical Framework
    2.1 Accenture 4R Personalization Model
        2.1.1 Recognize
        2.1.2 Remember
        2.1.3 Recommend
        2.1.4 Relevance
    2.2 SOSTAC? Planning Model
        2.2.1 Situation analysis
        2.2.2 Objectives
        2.2.3 Strategy
        2.2.4 Tactics
        2.2.5 Actions
        2.2.6 Controls
    2.3 Digital Marketing Strategy
        2.3.1 Web Site Marketing
        2.3.2 Search Engine Marketing （SEM）
        2.3.3 Social Media Marketing
        2.3.4 Content Marketing
        2.3.5 E-mail Marketing
        2.3.6 Mobile Marketing
        2.3.7 Display Marketing
Chapter Three Business Environment Analysis
    3.1 External Environmental Analysis （PESTEL Analysis）
        3.1.1 Political Factors
        3.1.2 Economic Factors
        3.1.3 Social Factors
        3.1.4 Technological Factors
        3.1.5 Environmental Factors
        3.1.6 Legal Factors
    3.2 Internal Environment Analysis （TOWS Matrix Analysis）
        3.2.1 Strengths-Opportunities Strategic options （SO）
        3.2.2 Strengths-Threats Strategic options （ST）
        3.2.3 Weaknesses-Opportunities Strategic options （WO）
        3.2.4 Weaknesses-Threats Strategic options （WT）
Chapter Four The status and the problem of digital marketing strategy
    4.1 Status of the company
    4.2 The existing problems of digital marketing strategy
        4.2.1 Deficient customer interaction to digital marketing
        4.2.2 Inadequate control on website and social media page
        4.2.3 Low efficiency of social media
    4.3 Cause Analysis
        4.3.1 Inadequate actions of customer relationship management
        4.3.2 None-systematic database
        4.3.3 Improper evaluation method on Social Media
Chapter Five Solutions of Digital Marketing Strategy
    5.1 Customer Management Strategy
        5.1.1 Customer after Sale Service Strategy
        5.1.2 Customer Purchasing Service Strategy
        5.1.3 Pull and Push systems
    5.2 Creative Contents Strategy
        5.2.1 Search Engine Marketing
        5.2.2 Social Media Marketing
        5.2.3 Marketing Automation
    5.3 Channel Strategy
        5.3.1 Display Strategy
        5.3.2 Distribution Strategy
        5.3.3 Determining Channel Strategy
Chapter Six Implementation Plans of Digital Marketing Strategy
    6.1 Employees Support
        6.1.1 Staff Management
        6.1.2 Customer Relationship Management
        6.1.3 Supply chain Management
    6.2 Operational Management Support
        6.2.1 Financial Support
        6.2.2 Organizational Structure Optimization
        6.2.3 Management System Improvement
    6.3 Technologies Support
        6.3.1 Network Support
        6.3.2 Database Support
        6.3.3 Demand Forecast
Chapter Seven Conclusion
    7.1 Conclusions
    7.2 Research Limitations
    7.3 Direction for Further Research
References



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