本文選題：C公司電子辭典　切入點：O2O　出處：《華東師范大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：C公司電子辭典自2005年4月進入中國市場,在過去的11年里,一直致力于線下用戶體驗推廣,積累了良好的教學(xué)渠道合作資源。目前傳統(tǒng)的電子教育行業(yè)市場規(guī)模逐年縮小,伴隨智能手機、IPAD和在線APP的沖擊,國內(nèi)競爭品牌相繼退出電子辭典品類市場。自2000年至2015年期間,中國出國留學(xué)總?cè)藬?shù)不斷增多并呈低齡化趨勢,截至2015年底已達52萬人,作為主要聚焦中高端留學(xué)及專業(yè)外語學(xué)習(xí)市場的C公司,其電子辭典市場份額及品牌知名度在中高端市場排名第一。另一方面,互聯(lián)網(wǎng)和電子商務(wù)浪潮持續(xù)沖擊,線下零售業(yè)遭受轉(zhuǎn)型陣痛,傳統(tǒng)經(jīng)銷商線下實體店鋪萎縮。而近年來中國網(wǎng)絡(luò)零售B2C市場保持高速增長,成為了國民經(jīng)濟的支柱。在移動互聯(lián)共享的大時代背景下,伴隨消費智能化、移動化、社交化、便利化的趨勢,消費者購物時間的碎片化和對于產(chǎn)品個性化定制的需求,傳統(tǒng)企業(yè)與互聯(lián)網(wǎng)的連接及轉(zhuǎn)型不可避免,O2O也許是必經(jīng)之路�；诒救嗽贑公司電子辭典部門10年的工作經(jīng)歷,試圖結(jié)合STP營銷理論和SWOT分析,探討如何結(jié)合Online及Offline營銷的優(yōu)劣勢,提出符合C公司電子辭典發(fā)展的O2O營銷策略和方案。同時希望對傳統(tǒng)電教行業(yè)及類似消費電子、數(shù)碼產(chǎn)品的渠道變革和營銷決策提供一定的借鑒。全文總共分為七章：第一章為緒論部分,主要介紹本文的研究背景,C公司電子辭典在營銷環(huán)境變革中的挑戰(zhàn)及線上線下渠道的問題,并概述論文的研究目的、方法及主要內(nèi)容。第二章主要介紹O2O營銷的涵義,營銷模式及特點,目前O2O營銷的應(yīng)用現(xiàn)狀、營銷策略及發(fā)展趨勢,為C公司電子辭典的O2O營銷策略分析做好鋪墊。第三章通過對電子教育行業(yè)產(chǎn)品品類的介紹,分析其市場狀況、銷售規(guī)模以及行業(yè)內(nèi)主要競爭品牌、智能手機、IPAD及在線教育APP應(yīng)用等替代產(chǎn)品的競爭。第四章通過對C公司情況及電子辭典營銷現(xiàn)狀的簡介,聚焦其營銷過程中產(chǎn)品研發(fā)、定價、渠道和用戶推廣中存在的問題。第五章和第六章是本文的重點,根據(jù)對C公司電子辭典的SWOT分析,確定其營銷目標(biāo)和細分市場的戰(zhàn)略定位,系統(tǒng)的提出O2O營銷策略。在線下扎實的做好學(xué)販渠道的推廣和用戶體驗,整合教育品類的資源,在線上針對電商平臺做好差異化營銷和產(chǎn)品價格體系設(shè)計,并利用語言類APP做精準(zhǔn)營銷,結(jié)合新社交媒體做口碑宣傳,同時為有效的實施O2O營銷策略,采取相應(yīng)的組織保障。第七章是本文的結(jié)論、不足之處與展望。
[Abstract]:C company electronic dictionary entered the Chinese market since April 2005, in the past 11 years, it has been devoted to the promotion of offline user experience and accumulated good teaching channel cooperation resources. At present, the market scale of traditional electronic education industry has been reduced year by year. With the impact of smartphones, iPads and online APP, domestic competition brands have withdrawn from the category of electronic dictionaries. From 2000 to 2015, the total number of Chinese studying abroad has been increasing and has a trend of low age, reaching 520,000 as of end of 2015. Company C, which focuses mainly on the middle and high-end study and professional foreign language learning market, ranks first in the market share of electronic dictionary and brand popularity. On the other hand, the wave of Internet and e-commerce continues to impact. Off-line retailing suffers from transformation pains, while traditional dealers' offline physical stores shrink. In recent years, China's online retail B2C market has maintained a rapid growth, which has become the pillar of the national economy. In the context of the era of mobile interconnection and sharing, Along with the trend of intelligent, mobile, socialized and convenient consumption, the fragmentation of consumer shopping time and the demand for personalized customization of products, The connection and transformation between traditional enterprises and the Internet is inevitable. Based on my 10 years' experience in C company's electronic dictionary department, I try to combine STP marketing theory with SWOT analysis. This paper discusses how to combine the advantages and disadvantages of Online and Offline marketing, and puts forward the O2O marketing strategy and scheme in line with the development of C Company Electronic Dictionary. At the same time, it hopes that the traditional audio-visual education industry and similar consumer electronics, The thesis is divided into seven chapters: the first chapter is the introduction. This paper mainly introduces the research background of this paper: the challenge of E-Dictionary of C Company in the change of marketing environment and the problems of online and offline channels, and summarizes the purpose, methods and main contents of the thesis. Chapter two mainly introduces the meaning of O2O marketing. The marketing mode and characteristics, the current application status, marketing strategy and development trend of O2O marketing, are the foundation for the analysis of O2O marketing strategy in C Company Electronic Dictionary. Chapter three introduces the category of products in electronic education industry. This paper analyzes the market situation, sales scale and competition among the main competitive brands in the industry, smartphone iPad and online education APP application. Chapter 4th introduces C Company and the current status of E-Dictionary Marketing. Focusing on the problems existing in product development, pricing, channel and user promotion in its marketing process. Chapter 5th and Chapter 6th are the key points of this paper. According to the SWOT analysis of C Company Electronic Dictionary, the marketing objectives and the strategic positioning of the subdivision market are determined. Put forward the O2O marketing strategy systematically. Off line, do well in marketing and user experience, integrate the resources of educational category, and do a good job in the design of differential marketing and product price system for e-commerce platform online. And the use of language APP to do precision marketing, combined with new social media to do word of mouth publicity, in order to effectively implement the O2O marketing strategy, take the corresponding organizational protection. Chapter 7th is the conclusion of this article, shortcomings and prospects.
【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F274;F724.6

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相關(guān)期刊論文 前7條

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本文編號：1570998