本文關鍵詞：B2C電子商務公司精準營銷策略研究　出處：《江西財經(jīng)大學》2016年碩士論文　論文類型：學位論文

  更多相關文章： 三只松鼠 精準營銷 B2C 電子商務

【摘要】：在信息技術飛速發(fā)展的時代,電子商務也隨之飛速發(fā)展,并按照交易的對象的不同產(chǎn)生了多種模式,其中包括B2C、C2C、B2B模式等。而電子商務發(fā)展至今,尤以B2C電子商務的數(shù)量與規(guī)模為各電子商務模式之最。在電子商務模式下,傳統(tǒng)營銷逐漸不能適應時代發(fā)展潮流,電子商務公司越來越需要低成本、高效益、可衡量的精準營銷策略,而精準營銷也不斷在越來越多的電子商務公司得到了應用。本文首先通過對精準營銷理論的梳理,綜合分析了精準營銷的內(nèi)涵與外延,闡述了精準營銷的特征;其次,將精準營銷理論結(jié)合電子商務,探討了基于電子商務平臺的精準營銷的特點,特別是對基于B2C平臺的精準營銷策略的實施途徑進行了理論論述,認為B2C電子商務公司精準營銷的主要途徑有基于搜索引擎的精準營銷、基于社會化媒體的精準營銷、基于精準營銷系統(tǒng)的精準營銷、基于云計算的精準營銷和基于定制的精準營銷,并探討了通過這些途徑實施精準營銷策略的具體措施和作用;再次,以三只松鼠電子商務公司精準營銷案例為主要線索,分析了三只松鼠營銷策略中實施精準營銷的成功經(jīng)驗等;最后,利用精準營銷理論作為指導,結(jié)合三只松鼠精準營銷案例對B2C電子商務公司精準營銷策略的實施提煉了一些啟示。
[Abstract]:In the era of rapid development of information technology, electronic commerce has also developed rapidly, and according to the different objects of transaction, there are many modes, including B2CU C2C. B2B model and so on. But the development of e-commerce up to now, especially the number and scale of B2C e-commerce is the most. Under the e-commerce model, traditional marketing gradually can not adapt to the trend of development of the times. E-commerce companies increasingly need low-cost, cost-effective, measurable precision marketing strategies. Precision marketing has been used in more and more e-commerce companies. Firstly, through combing the theory of precision marketing, the connotation and extension of precision marketing are comprehensively analyzed, and the characteristics of precision marketing are expounded. Secondly, combining the theory of precision marketing with electronic commerce, this paper discusses the characteristics of precision marketing based on e-commerce platform, especially discusses the implementation approach of precision marketing strategy based on B2C platform. It is believed that the main ways of precision marketing in B2C e-commerce company are precision marketing based on search engine, precision marketing based on social media and precision marketing based on precision marketing system. The precision marketing based on cloud computing and the precision marketing based on customization are discussed, and the specific measures and functions of implementing precision marketing strategy through these ways are discussed. Thirdly, the paper analyzes the successful experience of implementing precision marketing in the marketing strategy of three squirrels, taking the case of precision marketing of three squirrels as the main clue. Finally, under the guidance of precision marketing theory, combined with three squirrel precision marketing cases, B2C e-commerce company precision marketing strategy of the implementation of some enlightenment.
【學位授予單位】：江西財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F724.6;F274

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本文編號：1383998