本文選題：特賣(mài)　切入點(diǎn)：4Ps　出處：《西安石油大學(xué)》2017年碩士論文

【摘要】：隨著電子商務(wù)的飛速發(fā)展,網(wǎng)絡(luò)購(gòu)物已經(jīng)深入普通消費(fèi)者的生活,B2C已經(jīng)成為一種主流電子商務(wù)模式,越來(lái)越多的企業(yè)開(kāi)始參與其中,各種網(wǎng)絡(luò)營(yíng)銷(xiāo)手段在不斷地吸引用戶(hù)。WPH電商公司作為后起之秀,依靠品牌限時(shí)特賣(mài)作為一種創(chuàng)新?tīng)I(yíng)銷(xiāo)策略,正在迅速發(fā)展成為電子商務(wù)行業(yè)中領(lǐng)先企業(yè),在B2C電子商務(wù)行業(yè)中不斷地創(chuàng)造奇跡。其獨(dú)特的網(wǎng)絡(luò)營(yíng)銷(xiāo)策略是其成功的關(guān)鍵。但隨著行業(yè)逐漸開(kāi)始進(jìn)入整合期,行業(yè)競(jìng)爭(zhēng)進(jìn)一步的加劇,用戶(hù)對(duì)于單一網(wǎng)站的忠誠(chéng)度不斷降低,電商企業(yè)獲取用戶(hù)成本不斷上升。在眾多網(wǎng)絡(luò)購(gòu)物電商日趨激烈的競(jìng)爭(zhēng)中,WPH電商公司面臨的問(wèn)題也逐漸突顯。本文首先闡述了研究的背景和意義,然后系統(tǒng)的介紹了國(guó)內(nèi)外研究現(xiàn)狀、相關(guān)理論及WPH營(yíng)銷(xiāo)狀況。通過(guò)對(duì)WPH營(yíng)銷(xiāo)環(huán)境以及營(yíng)銷(xiāo)現(xiàn)狀的深入分析,并結(jié)合發(fā)放調(diào)查問(wèn)卷的結(jié)果統(tǒng)計(jì),指出其存在產(chǎn)品同質(zhì)化嚴(yán)重,缺乏核心競(jìng)爭(zhēng)力、差異化定價(jià)不明顯、銷(xiāo)售渠道單一、促銷(xiāo)活動(dòng)吸引力不夠、移動(dòng)終端有待開(kāi)發(fā)等問(wèn)題。其次對(duì)發(fā)現(xiàn)的問(wèn)題原因、WPH的營(yíng)銷(xiāo)環(huán)境進(jìn)行分析,針對(duì)提出的各項(xiàng)問(wèn)題,逐一從明確核心目標(biāo)顧客、構(gòu)建互聯(lián)網(wǎng)金融業(yè)務(wù)、運(yùn)用差異化定價(jià)策略、拓展跨境電商業(yè)務(wù)等方面提出優(yōu)化設(shè)計(jì),最后從樹(shù)立品質(zhì)意識(shí)、加強(qiáng)內(nèi)部營(yíng)銷(xiāo)管理及改進(jìn)激勵(lì)機(jī)制、完善WPH購(gòu)物保障機(jī)制、持續(xù)提高自身的效率和規(guī)模等方面提出優(yōu)化設(shè)計(jì)實(shí)施的保障。
[Abstract]:With the rapid development of electronic commerce, online shopping has already become a mainstream electronic commerce mode in the life of ordinary consumers, and more and more enterprises begin to participate in it.A variety of network marketing means are constantly attracting users. WPH e-commerce company as a rising star, depending on the brand time limit as an innovative marketing strategy, is rapidly developing into a leading enterprise in the e-commerce industry.In the B-2 C e-commerce industry constantly create miracles.Its unique network marketing strategy is the key to its success.However, with the industry gradually entering the integration period, the industry competition is further intensified, the loyalty of users to a single website is decreasing, and the cost of obtaining users by e-commerce enterprises is rising.In the fierce competition of many online shopping e-commerce companies, the problems faced by WPH e-commerce companies are also gradually highlighted.This paper first describes the background and significance of the research, and then systematically introduces the domestic and foreign research status, related theories and WPH marketing situation.Through the in-depth analysis of WPH marketing environment and marketing status, combined with the statistics of the results of the questionnaire, it is pointed out that the products have serious homogeneity, lack of core competitiveness, differential pricing is not obvious, and the sales channel is single.Promotion activities are not attractive enough, mobile terminals to be developed and other issues.Secondly, this paper analyzes the marketing environment of WPH, aiming at the problems raised, from defining the core target customers one by one, constructing the Internet financial business, and using the differentiated pricing strategy.To develop cross-border e-commerce business and other aspects of the proposed optimization design, finally from the establishment of quality awareness, strengthen internal marketing management and improve incentive mechanisms, improve the WPH shopping security mechanism,In order to improve its efficiency and scale continuously, the guarantee of optimal design and implementation is put forward.
【學(xué)位授予單位】：西安石油大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F724.6

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