本文關(guān)鍵詞：DLD商貿(mào)公司O2O營(yíng)銷策略分析　出處：《鄭州大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： DLD商貿(mào)公司 O2O模式 快消品行業(yè) 營(yíng)銷環(huán)境分析

【摘要】：伴隨著移動(dòng)電子商務(wù)技術(shù)的成熟和發(fā)展,快消品網(wǎng)絡(luò)市場(chǎng)逐步建立,它不僅豐富了傳統(tǒng)營(yíng)銷渠道,滿足了消費(fèi)者的新需求,而且刺激了快消品行業(yè)的消費(fèi)增長(zhǎng)。移動(dòng)互聯(lián)網(wǎng)具有其他渠道都不具備的定位功能,它大大縮短了線上與線下實(shí)體店鋪的距離,便于線上線下功能的結(jié)合,O2O模式應(yīng)運(yùn)而生。本文在收集整理了大量文獻(xiàn)資料的基礎(chǔ)上,通過(guò)對(duì)DLD商貿(mào)公司營(yíng)銷環(huán)境的分析,明確了企業(yè)未來(lái)的發(fā)展方向。本文共分六個(gè)章節(jié)。第一章主要闡述了快消品行業(yè)的發(fā)展情況及渠道發(fā)展中出現(xiàn)的新情況,通過(guò)對(duì)DLD商貿(mào)公司實(shí)際情況的分析,論述O2O給DLD商貿(mào)公司營(yíng)銷帶來(lái)的積極影響。第二章對(duì)DLD集團(tuán)公司和DLD商貿(mào)公司基本情況做出說(shuō)明,闡述了DLD商貿(mào)公司與DLD集團(tuán)公司的關(guān)系,從中說(shuō)明了DLD商貿(mào)公司實(shí)行O2O模式的原因。第三章通過(guò)分析DLD商貿(mào)公司O2O模式現(xiàn)狀,探討該公司現(xiàn)在運(yùn)行狀況中存在的問(wèn)題,并分析了產(chǎn)生現(xiàn)有問(wèn)題的原因。第四章從四個(gè)方面闡述了針對(duì)DLD商貿(mào)公司在運(yùn)行020時(shí)出現(xiàn)的問(wèn)題,出臺(tái)的相關(guān)措施。第五章根據(jù)第四章中四個(gè)措施,從四個(gè)方面提出了相對(duì)應(yīng)的保障措施。第六章總結(jié)出了本文的研究結(jié)論,提出本文的獨(dú)特之處,并指出研究的不足,以及以后需要深入研究的方向和領(lǐng)域。通過(guò)對(duì)DLD商貿(mào)公司O2O營(yíng)銷策略的研究,本文得出以下結(jié)論。O2O可以幫助DLD商貿(mào)公司實(shí)現(xiàn)銷售模式的創(chuàng)新和營(yíng)銷思維的改變。同時(shí),新模式可以幫助企業(yè)滿足顧客日益增長(zhǎng)的需求,最終實(shí)現(xiàn)企業(yè)銷售業(yè)績(jī)的可持續(xù)增長(zhǎng)。本文的獨(dú)特之處主要表現(xiàn)在：(1)O2O模式的創(chuàng)新研究。結(jié)合快消品行業(yè)的特點(diǎn),與快消品傳統(tǒng)渠道相對(duì)比,本文提出了O2O模式與快消品營(yíng)銷相結(jié)合的新模式。(2)分析了DLD商貿(mào)公司O2O營(yíng)銷模式。本文結(jié)合DLD商貿(mào)公司的實(shí)際情況,系統(tǒng)研究了公司O2O模式運(yùn)行的現(xiàn)狀,揭示公司在現(xiàn)在運(yùn)行過(guò)程中存在的主要問(wèn)題及帶來(lái)的影響。(3)針對(duì)DLD商貿(mào)公司現(xiàn)有問(wèn)題,總結(jié)出應(yīng)對(duì)的策略。
[Abstract]:With the mature and development of mobile e-commerce technology, FMCG market network gradually established, it not only enriches the traditional marketing channels, to meet the new demands of consumers, and stimulate the FMCG industry consumption growth. The mobile Internet has a positioning function of other channels are not available, it can greatly shorten the line and the line shop the distance, to facilitate the combination of online and offline function, the O2O model came into being. In this paper a large quantity of documents in the collection, through the analysis of DLD company marketing environment, clearly the future direction of the enterprise. This paper is divided into six chapters. The first chapter mainly expounds the new situation quickly consumer goods industry development and channel development, through the analysis of the actual situation of DLD trading company, discusses the positive effect of DLD to O2O trading company marketing. In the second chapter of the DLD group The basic situation of the company and DLD trading company explained, expounds the relationship between DLD trading company and DLD group company, from the description of the DLD trading company implement O2O mode. The third chapter through the analysis of the status of the O2O mode of DLD company, to explore in the company is now in operation condition problem, and analyzes the causes of the existing the fourth chapter expounds the problems. According to the DLD trading company in 020 when the problems from four aspects and related measures. In the fifth chapter, according to the four steps in the fourth chapter, the corresponding safeguard measures from four aspects. The sixth chapter summarizes the research conclusion of this paper, the uniqueness of this paper, and pointed out the lack of research, and future direction and field research. Through the research of DLD trading company O2O marketing strategy, this paper draws the following conclusion.O2O can help the DLD trading company. The sales model innovation and marketing thinking change. At the same time, the new model can help enterprises to meet the growing needs of customers, finally achieve sustainable growth of enterprise sales. The uniqueness of this paper is mainly reflected in: (1) innovation of O2O mode. Combined with the characteristics of fast consumer goods industry, and the traditional FMCG channel comparison, this paper proposes a new O2O model and FMCG marketing combination. (2) analysis of the O2O marketing model of DLD trading company. Combining with the actual situation of DLD trading company, the company operating system of O2O mode of the present situation, the main problems existing in the company revealed during operation and now the impact. (3) according to the existing problems of DLD trading company, summed up the strategy to deal with.

【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F724.6

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