本文關鍵詞： 進口食品 網絡營銷 營銷戰(zhàn)略　出處：《華僑大學》2014年碩士論文　論文類型：學位論文

【摘要】：隨著中國經濟的發(fā)展及國民受教育水平的提高，大眾的消費理念及習慣正逐步發(fā)生轉變，進口食品已經不是“奢侈”的享受而是大眾皆可消費的產品；近幾年爆發(fā)出的諸多國產食品安全問題使得消費者更加傾向于購買進口食品，因此中國的進口食品銷售額逐年遞增。隨著中國電子商務的發(fā)展和成熟，網絡平臺成為進口食品銷售最主要的平臺，80、90后這一巨大消費群體偏好進口食品及網絡購物的消費特性，使得中國進口食品網絡銷售市場發(fā)展?jié)摿薮蟆?但必須看到中國進入WTO后國內的消費市場已經開放，外國食品公司或代理商一直對中國的進口食品市場虎視眈眈，時機成熟的情況下必將親自經營中國進口食品市場；外資大商場也逐步試水網絡銷售，進口食品必然是其先試行的商品之一；中國國內食品企業(yè)也在蓄力雄起，欲奪回被進口食品搶占的市場份額，網絡銷售也是這類企業(yè)經營的重點�？梢灶A見，，中國進口食品的網絡銷售市場競爭會越來越激烈同時同質化的現象也越來越明顯，因此中國的中小型進口食品網絡銷售商有必要制定符合自身的網絡營銷戰(zhàn)略體系，才能在競爭中取得更高的利潤。 本文將基于福建特別是廈門的進口食品網絡營銷市場，以廈門AB進口食品公司為例，通過分析公司內部的資源得出公司開展網絡營銷的優(yōu)勢、劣勢；運用PEST法分析公司所處的宏觀環(huán)境、波特五力模型法分析公司所處的行業(yè)環(huán)境得出公司經營網絡營銷所面臨的機會、威脅并運用SWOT矩陣戰(zhàn)略匹配法，得出公司網絡營銷戰(zhàn)略備選，最終以QSPM矩陣對備選戰(zhàn)略進行選擇；并結合進口食品網絡銷售特點，提出公司現階段應采用7P+2R的網絡營銷策略組合，為廈門AB進口食品公司開展網絡營銷提供決策參考。
[Abstract]:With the development of China's economy and the improvement of the education level of the people, the consumption concept and habits of the masses are gradually changing. The imported food is no longer a luxury but a product that can be consumed by the public. Many domestic food safety problems have erupted in recent years, which makes consumers more inclined to buy imported food, so the sales of imported food in China are increasing year by year. With the development and maturity of e-commerce in China, The Internet platform has become the most important platform for food import sales, which is a huge consumer group which prefers the consumption characteristics of imported food and online shopping, which makes the development potential of China's imported food online marketing market huge. But we must see that China's domestic consumer market has been opened after China's entry into WTO, foreign food companies or agents have been eyeing China's import food market. Large foreign-funded shopping malls are also gradually experimenting with network sales, and imported food must be one of the commodities it first tried out. Chinese food enterprises are also building up to regain the market share seized by imported food. Internet sales are also the focus of this kind of business. It can be predicted that the competition in the online sales market for imported food products in China will be more and more intense and the phenomenon of homogeneity is becoming more and more obvious. Therefore, it is necessary for China's small and medium-sized imported food network sellers to formulate their own network marketing strategy system in order to obtain higher profits in the competition. This article will be based on Fujian, especially Xiamen import food network marketing market, take Xiamen AB import food company as an example, through the analysis of the internal resources of the company to develop the advantages and disadvantages of network marketing; Using the PEST method to analyze the macro environment of the company, Porter's five-force model method to analyze the industry environment of the company, to draw the opportunity of the company's network marketing, to threaten and to use the SWOT matrix strategy matching method. It is concluded that the network marketing strategy of the company is alternative, and finally the alternative strategy is selected by QSPM matrix, and combined with the characteristics of the network sales of imported food, the company should adopt the network marketing strategy combination of 7P2R at the present stage. For Xiamen AB import food company to carry out network marketing to provide decision-making reference.
【學位授予單位】：華僑大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.82;F274

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