本文選題：“廣貨網(wǎng)上行” + 網(wǎng)絡(luò)營銷��； 參考：《湘潭大學(xué)》2014年碩士論文

【摘要】：互聯(lián)網(wǎng)給企業(yè)的市場營銷帶來巨大的機遇和變革，中國電子商務(wù)的發(fā)展為傳統(tǒng)企業(yè)開展網(wǎng)絡(luò)營銷開啟了新局面。廣東省政府順應(yīng)企業(yè)發(fā)展趨勢而啟動“廣貨網(wǎng)上行”活動，本文探討A企業(yè)基于“廣貨網(wǎng)上行”平臺的營銷策略。A企業(yè)缺乏現(xiàn)代化的營銷方式和營銷策略，隨著電子商務(wù)向服裝行業(yè)的滲透，服裝市場競爭越來越激烈，傳統(tǒng)的營銷方式已使A企業(yè)陷入競爭瓶頸，必須實現(xiàn)企業(yè)的戰(zhàn)略轉(zhuǎn)型，借力電子商務(wù)，實施網(wǎng)絡(luò)營銷。 本文綜合運用市場營銷理論，以A企業(yè)為對象，探討A企業(yè)基于“廣貨網(wǎng)上行”平臺的營銷策略設(shè)計及實施。文章正文由五個部分構(gòu)成，，首先回顧了企業(yè)營銷的研究動態(tài),對電子商務(wù)、市場營銷、網(wǎng)絡(luò)購買者行為、營銷策略等相關(guān)理論基礎(chǔ)進行介紹；第二部分闡述了“廣貨網(wǎng)上行”平臺概況和方案設(shè)計，包括活動方案和宣傳方案，并分析平臺如何推動A企業(yè)發(fā)展；第三部分對A企業(yè)營銷現(xiàn)狀問題進行分析，重點運用SWOT分析A企業(yè)網(wǎng)絡(luò)營銷的優(yōu)勢、劣勢、機會和威脅；第四部分是文章的重點，在明確了A企業(yè)網(wǎng)絡(luò)營銷的STP策略的基礎(chǔ)上對其營銷策略進行設(shè)計，分別從產(chǎn)品、價格、促銷、推廣、渠道、客戶關(guān)系管理等六個方面對A企業(yè)的營銷策略提出優(yōu)化建議；第五部分對A企業(yè)營銷策略保障措施提出建議：制定企業(yè)發(fā)展預(yù)期目標、加強宣傳推廣力度、明確促銷優(yōu)惠措施、完善質(zhì)量保障體系和售后服務(wù)機制。然后從經(jīng)濟性指標、營銷意識指標和客戶滿意度指標三個方面預(yù)期“廣貨網(wǎng)上行”平臺助力A企業(yè)網(wǎng)絡(luò)營銷的效果。 本文是對A企業(yè)在“廣貨網(wǎng)上行”平臺上的營銷策略研究，研究成果將對A企業(yè)的網(wǎng)絡(luò)營銷開展具有一定的指導(dǎo)意義，同時希望本文也能為廣東省其他中小企業(yè)借助“廣貨網(wǎng)上行”開展網(wǎng)絡(luò)營銷提供一些經(jīng)驗的借鑒。
[Abstract]:The Internet brings great opportunities and changes to the marketing of enterprises. The development of e-commerce in China opens a new situation for traditional enterprises to carry out network marketing. According to the trend of enterprise development, Guangdong Provincial Government started the activity of "wide goods online shop". This paper discusses the marketing strategy of enterprise A based on the platform of "wide goods online" .A enterprise lacks of modern marketing methods and marketing strategies. With the penetration of e-commerce into the garment industry, the clothing market competition is becoming more and more fierce. The traditional marketing mode has made the A enterprise fall into the bottleneck of competition. It is necessary to realize the strategic transformation of the enterprise, take advantage of electronic commerce, and implement the network marketing. Based on the marketing theory, this paper discusses the marketing strategy design and implementation of enterprise A based on the platform of "wide goods online". The text is composed of five parts. Firstly, it reviews the research trends of enterprise marketing, introduces the relevant theoretical basis of e-commerce, marketing, network buyer behavior, marketing strategy and so on. The second part expounds the general situation and scheme design of the platform, including the program of activities and propaganda, and analyzes how the platform promotes the development of enterprise A. the third part analyzes the current situation of enterprise A marketing. SWOT is used to analyze the strengths, weaknesses, opportunities and threats of enterprise A's network marketing. The fourth part is the focus of the article. On the basis of defining the STP strategy of A enterprise's network marketing, the author designs its marketing strategy from product and price, respectively. Promotion, channel, customer relationship management and other six aspects of the marketing strategy of A enterprise to optimize the recommendations; the fifth part of the A enterprise marketing strategy security measures recommendations: to formulate the expected objectives of enterprise development, strengthen the promotion of promotion, Clear promotion preferential measures, improve quality assurance system and after-sales service mechanism. Then, from three aspects of economic index, marketing consciousness index and customer satisfaction index, we expect the effect of "wide goods online line" platform to help A enterprise network marketing. This paper is a research on the marketing strategy of A enterprise on the platform of "wide goods online", and the research results will have certain guiding significance to the development of network marketing of A enterprise. At the same time, I hope this paper can also provide some experience for other small and medium enterprises in Guangdong province.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.86;F724.6;F274

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