發(fā)布時間：2018-05-29 02:31

  本文選題：網(wǎng)絡(luò)營銷 + 電商��； 參考：《安徽財經(jīng)大學》2016年碩士論文

【摘要】：隨著市場經(jīng)濟的發(fā)展和網(wǎng)絡(luò)購物的普及,“互聯(lián)網(wǎng)+”時代“線上+線下”的方式已成為未來市場營銷模式的發(fā)展方向。中共十八屆五中全會上宣布了開放普遍二胎政策,這一政策的實施使得每年有超過2000萬新生兒出生。按現(xiàn)有人口推算,未來10年我國母嬰市場將有爆發(fā)式的發(fā)展,市場容量逐步增至3000億元的龐大規(guī)模,其中蘊含的消費紅利每年約1500億左右,2015年中國母嬰市場總規(guī)模已突破2萬億人民幣。我國已成為全球僅次于美國的世界第二大母嬰用品消費國家,也就是說,我國母嬰用品產(chǎn)業(yè)正形成一個嶄新的經(jīng)濟增長亮點。21世紀以來,互聯(lián)網(wǎng)科學技術(shù)的迅速發(fā)展和普及,使得電子商務(wù)在我國獲得了極大的發(fā)展。電子商務(wù)以其特有的時空的便利性、成本的低廉化和廣泛的傳播性,極大地解決傳統(tǒng)市場營銷理念和模式存在的信息不對稱、流通成本高等問題;云計算、大數(shù)據(jù)的出現(xiàn)使得網(wǎng)絡(luò)交易更具精準性和高效性,產(chǎn)品宣傳的擴大,能夠提高消費者對產(chǎn)品的認知度和互動性,更有利于拓展和挖掘市場需求。傳統(tǒng)的母嬰用品市場營銷模式有社區(qū)零售、母嬰超市、連鎖專營店、百貨公司等終端零售,電子商務(wù)的出現(xiàn)對傳統(tǒng)營銷產(chǎn)生了強烈沖擊,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,在形勢一片大好的母嬰用品市場占有一席之地,是企業(yè)主們亟待解決的問題。本文首先分析國內(nèi)傳統(tǒng)母嬰市場現(xiàn)狀及存在的問題。根據(jù)網(wǎng)絡(luò)營銷相關(guān)理論,通過對垂直電商和綜合電商的比較,以及對目錄營銷和O2O營銷模式的分析,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)紅極一時的母嬰用品渠道商“紅孩子”為例,在互聯(lián)網(wǎng)時代卻因營銷模式轉(zhuǎn)型失敗而被蘇寧收購。本文總結(jié)“紅孩子”轉(zhuǎn)型失敗的經(jīng)驗教訓,探討蘇寧并購“紅孩子”如何實現(xiàn)共贏;最后,本文對于蘇寧紅孩子融合轉(zhuǎn)型初顯成效的模式進行普適性分析,并展望O2O未來發(fā)展方向,同時對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
【學位授予單位】：安徽財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F724.6;F274

【參考文獻】

相關(guān)期刊論文 前10條

1 翟永平;;母嬰電商未來之路[J];中國物流與采購;2016年03期

2 文中偉;;CBME:搭建孕嬰童產(chǎn)業(yè)推廣平臺[J];紡織服裝周刊;2015年28期

3 楊啟敏;;紅孩子能重奪“江湖老大”嗎?[J];銷售與市場(渠道版);2014年11期

4 焦?jié)h明;;微信——移動互聯(lián)網(wǎng)精準營銷的平臺[J];信息與電腦;2014年09期

5 石章強;張軍;;垂直電商:絕壁求生計[J];銷售與市場(管理版);2014年02期

6 任宇子;;“紅孩子”脫胎換骨[J];中國中小企業(yè);2013年12期

7 汪石;;紅孩子:嫁接蘇寧平臺[J];商界(評論);2013年11期

8 孔浩;;蘇寧能否盤活紅孩子[J];銷售與市場(評論版);2012年12期

9 郝鳳苓;張澤滿;阿細;;誰扼殺了紅孩子？[J];21世紀商業(yè)評論;2012年20期

10 馬紅春;;O2O電子商務(wù)模式在我國的應(yīng)用現(xiàn)狀分析[J];科技視界;2012年26期

相關(guān)重要報紙文章 前1條

1 曹攀峰;胡越;;蘇寧易購并購紅孩子 拉開電商整合序幕[N];證券時報;2012年

相關(guān)碩士學位論文 前1條

1 管樂樂;我國母嬰產(chǎn)品消費者行為研究[D];華東理工大學;2013年

，

本文編號：1949154