本文選題：網(wǎng)絡(luò)營(yíng)銷 + 電商　； 參考：《安徽財(cái)經(jīng)大學(xué)》2016年碩士論文

【摘要】：隨著市場(chǎng)經(jīng)濟(jì)的發(fā)展和網(wǎng)絡(luò)購(gòu)物的普及,“互聯(lián)網(wǎng)+”時(shí)代“線上+線下”的方式已成為未來市場(chǎng)營(yíng)銷模式的發(fā)展方向。中共十八屆五中全會(huì)上宣布了開放普遍二胎政策,這一政策的實(shí)施使得每年有超過2000萬新生兒出生。按現(xiàn)有人口推算,未來10年我國(guó)母嬰市場(chǎng)將有爆發(fā)式的發(fā)展,市場(chǎng)容量逐步增至3000億元的龐大規(guī)模,其中蘊(yùn)含的消費(fèi)紅利每年約1500億左右,2015年中國(guó)母嬰市場(chǎng)總規(guī)模已突破2萬億人民幣。我國(guó)已成為全球僅次于美國(guó)的世界第二大母嬰用品消費(fèi)國(guó)家,也就是說,我國(guó)母嬰用品產(chǎn)業(yè)正形成一個(gè)嶄新的經(jīng)濟(jì)增長(zhǎng)亮點(diǎn)。21世紀(jì)以來,互聯(lián)網(wǎng)科學(xué)技術(shù)的迅速發(fā)展和普及,使得電子商務(wù)在我國(guó)獲得了極大的發(fā)展。電子商務(wù)以其特有的時(shí)空的便利性、成本的低廉化和廣泛的傳播性,極大地解決傳統(tǒng)市場(chǎng)營(yíng)銷理念和模式存在的信息不對(duì)稱、流通成本高等問題;云計(jì)算、大數(shù)據(jù)的出現(xiàn)使得網(wǎng)絡(luò)交易更具精準(zhǔn)性和高效性,產(chǎn)品宣傳的擴(kuò)大,能夠提高消費(fèi)者對(duì)產(chǎn)品的認(rèn)知度和互動(dòng)性,更有利于拓展和挖掘市場(chǎng)需求。傳統(tǒng)的母嬰用品市場(chǎng)營(yíng)銷模式有社區(qū)零售、母嬰超市、連鎖專營(yíng)店、百貨公司等終端零售,電子商務(wù)的出現(xiàn)對(duì)傳統(tǒng)營(yíng)銷產(chǎn)生了強(qiáng)烈沖擊,不同企業(yè)紛紛轉(zhuǎn)型,在艱難的轉(zhuǎn)型過程中有的成功了,有的卻一敗涂地。如何用好互聯(lián)網(wǎng)這把雙刃劍,在形勢(shì)一片大好的母嬰用品市場(chǎng)占有一席之地,是企業(yè)主們亟待解決的問題。本文首先分析國(guó)內(nèi)傳統(tǒng)母嬰市場(chǎng)現(xiàn)狀及存在的問題。根據(jù)網(wǎng)絡(luò)營(yíng)銷相關(guān)理論,通過對(duì)垂直電商和綜合電商的比較,以及對(duì)目錄營(yíng)銷和O2O營(yíng)銷模式的分析,總結(jié)出母嬰電商O2O將是未來的發(fā)展方向;其次,本文以通過目錄銷售曾經(jīng)紅極一時(shí)的母嬰用品渠道商“紅孩子”為例,在互聯(lián)網(wǎng)時(shí)代卻因營(yíng)銷模式轉(zhuǎn)型失敗而被蘇寧收購(gòu)。本文總結(jié)“紅孩子”轉(zhuǎn)型失敗的經(jīng)驗(yàn)教訓(xùn),探討蘇寧并購(gòu)“紅孩子”如何實(shí)現(xiàn)共贏;最后,本文對(duì)于蘇寧紅孩子融合轉(zhuǎn)型初顯成效的模式進(jìn)行普適性分析,并展望O2O未來發(fā)展方向,同時(shí)對(duì)研究方面的不足之處加以說明。
[Abstract]:With the development of market economy and the popularization of online shopping, the way of "online and offline" in the "Internet" era has become the developing direction of the marketing mode in the future. At the Fifth Plenary session of the 18th CPC Central Committee, the policy of open and universal two-child birth was announced, which resulted in more than 20 million births each year. According to the current population, there will be explosive development of the mother and child market in China in the next 10 years, and the market capacity will gradually increase to a huge scale of 300 billion yuan. It contains a consumption dividend of about 150 billion a year, in 2015, the total size of China's mother and child market has exceeded 2 trillion yuan. China has become the world's second largest consumer of maternal and child supplies after the United States, that is to say, China's maternal and child products industry is forming a new bright spot of economic growth since the 21st century, the rapid development and popularization of Internet science and technology. E-commerce in China has been greatly developed. Electronic commerce, with its unique convenience in time and space, low cost and wide spread, has solved the problems of information asymmetry and high circulation cost in traditional marketing concepts and modes, such as cloud computing, etc. The emergence of big data makes the network transaction more accurate and efficient, the expansion of product publicity, can improve consumers' awareness and interaction of products, and is more conducive to expand and tap the market demand. The traditional marketing model of maternal and child products includes community retail, mother and child supermarkets, chain stores, department stores and other terminal retail. The emergence of e-commerce has had a strong impact on traditional marketing, and different enterprises have transformed. In the difficult process of transformation, some have succeeded, some have failed. How to make good use of the Internet this double-edged sword, in the situation of a good market for mother and child supplies to occupy a place, is business owners to solve the problem. This article first analyzes the domestic traditional mother and child market present situation and the existence question. According to the related theory of network marketing, through the comparison of vertical e-commerce and comprehensive e-commerce, and the analysis of catalogue marketing and O2O marketing mode, it concludes that O2O of mother and child e-commerce will be the future development direction. This paper takes the example of "Red Child", which was once the most popular supplier of maternal and child supplies through catalogue sales, but in the Internet age, it was acquired by Su Ning because of the failure of marketing mode transformation. This paper summarizes the experience and lessons of "Red Child" transition failure, discusses how Su Ning M & A "Red Child" can achieve win-win results. Finally, this paper makes a general analysis on the pattern of Su Ning Red Child Fusion transition. The future development direction of O 2 O 2 O 2 O 2 O 2 O 2 O 2 O 2 O 2 O 2 O 2 O 2 O 2 O 2 O 2 O
【學(xué)位授予單位】：安徽財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F724.6;F274

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