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

【摘要】：C公司電子辭典自2005年4月進(jìn)入中國(guó)市場(chǎng),在過(guò)去的11年里,一直致力于線(xiàn)下用戶(hù)體驗(yàn)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(chǎng)規(guī)模逐年縮小,伴隨智能手機(jī)、IPAD和在線(xiàn)APP的沖擊,國(guó)內(nèi)競(jìng)爭(zhēng)品牌相繼退出電子辭典品類(lèi)市場(chǎng)。自2000年至2015年期間,中國(guó)出國(guó)留學(xué)總?cè)藬?shù)不斷增多并呈低齡化趨勢(shì),截至2015年底已達(dá)52萬(wàn)人,作為主要聚焦中高端留學(xué)及專(zhuān)業(yè)外語(yǔ)學(xué)習(xí)市場(chǎng)的C公司,其電子辭典市場(chǎng)份額及品牌知名度在中高端市場(chǎng)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(xiàn)下零售業(yè)遭受轉(zhuǎn)型陣痛,傳統(tǒng)經(jīng)銷(xiāo)商線(xiàn)下實(shí)體店鋪萎縮。而近年來(lái)中國(guó)網(wǎng)絡(luò)零售B2C市場(chǎng)保持高速增長(zhǎng),成為了國(guó)民經(jīng)濟(jì)的支柱。在移動(dòng)互聯(lián)共享的大時(shí)代背景下,伴隨消費(fèi)智能化、移動(dòng)化、社交化、便利化的趨勢(shì),消費(fèi)者購(gòu)物時(shí)間的碎片化和對(duì)于產(chǎn)品個(gè)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。基于本人在C公司電子辭典部門(mén)10年的工作經(jīng)歷,試圖結(jié)合STP營(yíng)銷(xiāo)理論和SWOT分析,探討如何結(jié)合Online及Offline營(yíng)銷(xiāo)的優(yōu)劣勢(shì),提出符合C公司電子辭典發(fā)展的O2O營(yíng)銷(xiāo)策略和方案。同時(shí)希望對(duì)傳統(tǒng)電教行業(yè)及類(lèi)似消費(fèi)電子、數(shù)碼產(chǎn)品的渠道變革和營(yíng)銷(xiāo)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(yíng)銷(xiāo)環(huán)境變革中的挑戰(zhàn)及線(xiàn)上線(xiàn)下渠道的問(wèn)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(yíng)銷(xiāo)的涵義,營(yíng)銷(xiāo)模式及特點(diǎn),目前O2O營(yíng)銷(xiāo)的應(yīng)用現(xiàn)狀、營(yíng)銷(xiāo)策略及發(fā)展趨勢(shì),為C公司電子辭典的O2O營(yíng)銷(xiāo)策略分析做好鋪墊。第三章通過(guò)對(duì)電子教育行業(yè)產(chǎn)品品類(lèi)的介紹,分析其市場(chǎng)狀況、銷(xiāo)售規(guī)模以及行業(yè)內(nèi)主要競(jìng)爭(zhēng)品牌、智能手機(jī)、IPAD及在線(xiàn)教育APP應(yīng)用等替代產(chǎn)品的競(jìng)爭(zhēng)。第四章通過(guò)對(duì)C公司情況及電子辭典營(yíng)銷(xiāo)現(xiàn)狀的簡(jiǎn)介,聚焦其營(yíng)銷(xiāo)過(guò)程中產(chǎn)品研發(fā)、定價(jià)、渠道和用戶(hù)推廣中存在的問(wèn)題。第五章和第六章是本文的重點(diǎn),根據(jù)對(duì)C公司電子辭典的SWOT分析,確定其營(yíng)銷(xiāo)目標(biāo)和細(xì)分市場(chǎng)的戰(zhàn)略定位,系統(tǒng)的提出O2O營(yíng)銷(xiāo)策略。在線(xiàn)下扎實(shí)的做好學(xué)販渠道的推廣和用戶(hù)體驗(yàn),整合教育品類(lèi)的資源,在線(xiàn)上針對(duì)電商平臺(tái)做好差異化營(yíng)銷(xiāo)和產(chǎn)品價(jià)格體系設(shè)計(jì),并利用語(yǔ)言類(lèi)APP做精準(zhǔn)營(yíng)銷(xiāo),結(jié)合新社交媒體做口碑宣傳,同時(shí)為有效的實(shí)施O2O營(yíng)銷(xiāo)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(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類(lèi)號(hào)】：F274;F724.6

【參考文獻(xiàn)】

相關(guān)期刊論文 前7條

1 孟慶軍;孫思佳;;線(xiàn)上線(xiàn)下融合的電子商務(wù)企業(yè)營(yíng)銷(xiāo)績(jī)效評(píng)價(jià)[J];河南科學(xué);2015年09期

2 王宇t，

本文編號(hào)：1570998