發(fā)布時(shí)間：2018-01-01 21:25

  本文關(guān)鍵詞：BF公司社會(huì)化營(yíng)銷策略優(yōu)化研究　出處：《湘潭大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 社會(huì)化營(yíng)銷 優(yōu)化方案 保障措施

【摘要】：經(jīng)濟(jì)社會(huì)的不斷向前發(fā)展，也伴隨著環(huán)境污染問題的產(chǎn)生。水資源污染是我國(guó)現(xiàn)階段最嚴(yán)重的污染問題，而隨著居民生活水平的不斷提升，人們對(duì)安全飲用水的要求也越來越高。我國(guó)凈水行業(yè)起步晚，但發(fā)展快。再加上國(guó)外的凈水產(chǎn)品不斷進(jìn)入我國(guó)市場(chǎng)，凈水行業(yè)的競(jìng)爭(zhēng)日趨“白熱化”。在營(yíng)銷模式的選擇上，越來越多的凈水產(chǎn)品生產(chǎn)企業(yè)傾向于采用社會(huì)化營(yíng)銷策略，以求在激烈的市場(chǎng)競(jìng)爭(zhēng)中占據(jù)一席之地。社會(huì)化營(yíng)銷模式固然有其優(yōu)勢(shì)，但在現(xiàn)實(shí)的市場(chǎng)管理實(shí)踐中，也存在一定的局限性。如何結(jié)合企業(yè)自身的實(shí)際情況來優(yōu)化社會(huì)化營(yíng)銷策略也就成為管理者必須思考的問題。因此，面對(duì)復(fù)雜的經(jīng)濟(jì)形勢(shì)，進(jìn)一步優(yōu)化企業(yè)社會(huì)化營(yíng)銷策略具有十分重要的現(xiàn)實(shí)意義。 本文以BF公司為研究對(duì)象，運(yùn)用問卷調(diào)查研究等方法，，首先對(duì)BF公司的發(fā)展歷程等情況進(jìn)行了簡(jiǎn)單介紹，緊接著通過對(duì)BF公司社會(huì)化營(yíng)銷策略的調(diào)研數(shù)據(jù)進(jìn)行了利用，深入分析了其社會(huì)化營(yíng)銷策略存在的問題。在此基礎(chǔ)上，提出了BF公司社會(huì)化營(yíng)銷策略的優(yōu)化方案，并從社會(huì)化媒體運(yùn)用及新形勢(shì)下的客戶關(guān)系管理等方面進(jìn)行社會(huì)化營(yíng)銷策略優(yōu)化設(shè)計(jì)，最后給出優(yōu)化方案的實(shí)施建議及保障措施。以期達(dá)到優(yōu)化BF公司現(xiàn)有社會(huì)化營(yíng)銷策略的目的，從而為實(shí)現(xiàn)公司長(zhǎng)遠(yuǎn)發(fā)展戰(zhàn)略服務(wù)。
[Abstract]:The development of economy and society is accompanied by the problem of environmental pollution. Water pollution is the most serious pollution problem in our country at the present stage, and with the continuous improvement of the living standards of the residents. The demand for safe drinking water is higher and higher. The clean water industry in our country starts late, but develops quickly. In addition, the water purification products from abroad come into the market of our country continuously. The competition in water purification industry is becoming more and more intense. In the choice of marketing mode, more and more enterprises tend to adopt socialized marketing strategy. In order to occupy a place in the fierce market competition. Social marketing model has its advantages, but in the reality of market management practice. There are some limitations. How to combine the actual situation of enterprises to optimize the socialized marketing strategy has become a problem that managers must think about. Therefore, facing the complex economic situation. It is of great practical significance to further optimize the socialized marketing strategy of enterprises. In this paper, BF company as the research object, the use of questionnaire research and other methods, first of all, the BF company's development process is briefly introduced. Then through the BF company social marketing strategy research data use, in-depth analysis of its social marketing strategy problems. On this basis. The optimization scheme of BF company's social marketing strategy is put forward, and the optimization design of socialized marketing strategy is carried out from the aspects of social media application and customer relationship management under the new situation. Finally, the paper gives the implementation suggestions and safeguard measures of the optimization scheme, in order to achieve the purpose of optimizing the existing socialized marketing strategy of BF Company, thus serving for the realization of the company's long-term development strategy.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.6

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