本文選題：營銷策略 + 電子商務��； 參考：《湖南大學》2013年碩士論文

【摘要】：索南才讓電子商務有限公司是由藏族大學生索南才讓和本班5名同學在2011年6月創(chuàng)辦的,現(xiàn)已發(fā)展成為一家新型網(wǎng)絡電子商務公司,專營冬蟲夏草這一中藥保健品。公司通過網(wǎng)絡結合線下服務銷售冬蟲夏草,著力打造家鄉(xiāng)特產(chǎn)的電子商務品牌。利用電子商務的新型平臺,在節(jié)省了空間、運輸、貯藏、資金流通等一系列成本的同時,以家鄉(xiāng)果洛州藏族家庭的一手貨源為后盾,實現(xiàn)了資源共享。隨著公司的發(fā)展規(guī)模逐漸壯大,公司的營銷策略缺乏科學規(guī)劃、風險控制手段單一和經(jīng)營成本增加的問題越來越突出。 本文以大學生的創(chuàng)業(yè)項目“索南才讓電子商務有限公司”(以下簡稱公司)為研究對象,從公司的管理現(xiàn)狀出發(fā),深入分析其存在的問題及原因。在結合市場營銷理論的基礎上,對索南才讓電子商務有限公司營銷策略問題進行全面的分析和研究。本文首先介紹市場營銷的基本理論和市場營銷的研究現(xiàn)狀。其次,對索南才讓電子商務有限公司營銷的環(huán)境進行分析,指出公司的優(yōu)勢及問題所在。文章接著在完成對公司的營銷環(huán)境的分析的基礎上,對消費群體進行市場細分和市場定位,同時結合市場營銷管理的基本理論和方法,對索南才讓電子商務公司的營銷策略進行分析。最后為了確保公司營銷策略的有效實施,本文在先前所述的基礎上提出了營銷策略實施的保障措施。 本文以定性分析為主,兼以一定的數(shù)據(jù)定量分析。本文對索南才讓電子商務公司的營銷策略進行初步的研究,并為索南才讓電子商務有限公司提出營銷策略實施保障措施的建議,從轉(zhuǎn)變營銷觀念、調(diào)整營銷組織架構、完善員工培訓制度和績效考核制度以及完善售后服務等方面來解決公司營銷現(xiàn)在存在的問題。本文通過對索南電子商務有限公司的營銷策略的研究,對同類企業(yè)有一定的參考和借鑒價值。
[Abstract]:Sonan Cairen Electronic Commerce Co., Ltd. was founded in June 2011 by the Tibetan college student Sonan CaiJean and five students of this class. It has now developed into a new network e-commerce company specializing in Cordyceps sinensis, a traditional Chinese medicine health care product. The company sells Cordyceps sinensis under-line service through network, and makes great efforts to build e-commerce brand of home specialty. Using the new platform of electronic commerce, while saving a series of costs, such as space, transportation, storage, capital circulation, etc., it realizes the sharing of resources with the single-handedness of Tibetan families in their hometown of Guoluo as the backing. With the development of the company, the company's marketing strategy is lack of scientific planning, the risk control method is single and the problem of increasing operating cost is more and more prominent. This article takes the university student's pioneering project "Sonan Caizheng Electronic Commerce Limited Company" (hereinafter referred to as the company) as the research object, proceeds from the company's management present situation, deeply analyzes its existence question and the reason. On the basis of the marketing theory, this paper makes a comprehensive analysis and research on the marketing strategy of Sonanchaizun Electronic Commerce Co., Ltd. This paper first introduces the basic theory of marketing and the current situation of marketing research. Secondly, the paper analyzes the marketing environment of Sonancaiteng Electronic Commerce Co., Ltd, and points out the advantages and problems of the company. On the basis of the analysis of the marketing environment of the company, the article carries on the market segmentation and the market orientation to the consumer group, at the same time unifies the basic theory and the method of the marketing management. This paper analyzes the marketing strategy of Sonanchairen e-commerce company. Finally, in order to ensure the effective implementation of the company's marketing strategy, this paper puts forward the safeguard measures of the implementation of the marketing strategy on the basis of the above mentioned. This paper is based on qualitative analysis and quantitative analysis of certain data. This paper makes a preliminary study on the marketing strategy of Sonancairen Electronic Commerce Company, and puts forward some suggestions for the company to implement the safeguard measures of the marketing strategy, from changing the marketing concept and adjusting the marketing organization structure. Improve employee training system and performance appraisal system and perfect after-sales service to solve the existing problems of company marketing. Through the research on the marketing strategy of Sonan Electronic Commerce Co., Ltd, this paper has some reference value for the similar enterprises.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F724.6;F274

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