【摘要】：論文以凱美燈飾為現(xiàn)實(shí)案例,通過(guò)對(duì)國(guó)內(nèi)燈飾企業(yè)B2C電商平臺(tái)的分析,主要研究了三個(gè)方面的內(nèi)容:一是燈飾企業(yè)電商平臺(tái)進(jìn)行網(wǎng)絡(luò)營(yíng)銷的可行性,二是燈飾零售品牌電商B2C的渠道定位,三是凱美燈飾B2C電商平臺(tái)的營(yíng)銷及實(shí)施策略。通過(guò)這三個(gè)方面的論述,探討了燈飾企業(yè)如何應(yīng)用電商平臺(tái)進(jìn)行營(yíng)銷,及相應(yīng)的營(yíng)銷戰(zhàn)略、電商平臺(tái)定位和各種營(yíng)銷組合。本論文第一部分與第二部分分別闡述了B2C電商平臺(tái)營(yíng)銷策略研究的背景是電商平臺(tái)的飛速發(fā)展對(duì)應(yīng)企業(yè)在此環(huán)境下僅利用線下經(jīng)營(yíng)銷售而出現(xiàn)的市場(chǎng)占有率和銷量整體下滑的情況,以及針對(duì)企業(yè)目前情況要達(dá)到的營(yíng)銷目的所必須運(yùn)用到的相關(guān)營(yíng)銷理論報(bào)告基本的SWOT分析理論和制定營(yíng)銷策略的4P理論,為本次研究提供理論支撐。第三部分介紹了凱美燈飾及其他相關(guān)外燈飾照明企業(yè)在B2C電商平臺(tái)的營(yíng)銷策略現(xiàn)狀,通過(guò)這部分的分析了解到企業(yè)雖然具有較強(qiáng)的實(shí)力,但在B2C電商平臺(tái)產(chǎn)品營(yíng)銷的缺失已經(jīng)使企業(yè)在經(jīng)營(yíng)銷售過(guò)程中出現(xiàn)了劣勢(shì),并隨時(shí)會(huì)迎來(lái)激烈競(jìng)爭(zhēng)的局面。第四部分著重分析凱美公司燈飾產(chǎn)品通過(guò)電商平臺(tái)進(jìn)行B2C營(yíng)銷推廣可能遇到的問(wèn)題,并針對(duì)這些問(wèn)題的解決來(lái)確定凱美燈飾B2C如何通過(guò)電商平臺(tái)進(jìn)行市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選定、市場(chǎng)定位,即STP戰(zhàn)略。第五部分對(duì)凱美燈飾的產(chǎn)品策略、定價(jià)策略、銷售渠道策略、促銷組合策略等進(jìn)行詳細(xì)分析,并通過(guò)這些步驟,為企業(yè)指明未來(lái)的營(yíng)銷方向主要應(yīng)該集中于品牌建設(shè)的方面,而且應(yīng)該將品牌資產(chǎn)的建立立足于B2C電商平臺(tái)這一網(wǎng)絡(luò)渠道,將企業(yè)的品牌影響力輻射到全國(guó),尤其是即將成長(zhǎng)起來(lái)的二、三線城市。本論文通過(guò)對(duì)凱美燈飾電商平臺(tái)產(chǎn)品營(yíng)銷戰(zhàn)略和策略的分析,其結(jié)論一方面使凱美更明確B2C電商發(fā)展方向,另一方面將對(duì)燈飾乃至建材行業(yè)的營(yíng)銷策略提供借鑒。
[Abstract]:Based on the analysis of domestic lighting enterprise B2C e-commerce platform, this paper mainly studies three aspects: first, the feasibility of online marketing of lighting enterprise e-commerce platform. The second is the channel orientation of B2C, and the third is the marketing and implementation strategy of Camry Lighting B2C platform. Through the discussion of these three aspects, this paper discusses how to use the electronic commerce platform to carry on the marketing, and the corresponding marketing strategy, the location of the electronic commerce platform and the various marketing combinations. The first part and the second part of this thesis respectively elaborated the B2C e-commerce platform marketing strategy research background is the rapid development of the e-commerce platform corresponding enterprises in this environment only use the offline operation and sales market share and sales. The overall decline in volume, And the basic SWOT analysis theory and the 4p theory of marketing strategy, which must be applied to the marketing purpose of the enterprise at present, provide the theoretical support for this research. The third part introduces the current situation of the marketing strategy of Camry Lighting and other related external lighting enterprises in B2C e-commerce platform. Through the analysis of this part, we know that the enterprise has a strong strength. However, the lack of product marketing in B2C e-commerce platform has made the enterprises have a disadvantage in the process of operation and sales, and will usher in fierce competition at any time. The fourth part focuses on the analysis of the problems that may be encountered in the B2C marketing promotion of the lighting products of Camry Company through the e-commerce platform, and to solve these problems to determine how to segment the market and select the target market through the e-commerce platform. Market positioning, that is, STP strategy. The fifth part makes a detailed analysis of the product strategy, pricing strategy, sales channel strategy, sales promotion combination strategy and so on. Through these steps, it points out that the future marketing direction of the enterprise should mainly focus on the aspects of brand building. Moreover, the establishment of brand equity should be based on the B2C e-commerce platform as a network channel, and the brand influence of enterprises should be radiated to the whole country, especially the second and third tier cities that will soon grow up. Based on the analysis of the product marketing strategy and strategy of Cammett Lighting platform, this paper draws a conclusion that on the one hand, it will make the direction of B2C e-commerce more clear, on the other hand, it will provide reference to the marketing strategy of lighting and even building materials industry.
【學(xué)位授予單位】：湖北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F274;F426.8;F724.6

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