發(fā)布時間：2018-01-21 08:27

  本文關(guān)鍵詞： 酒 電子商務(wù) 聚類分析 精準營銷　出處：《深圳大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：截止2015年底,中國互聯(lián)網(wǎng)零售市場規(guī)模達16.2萬億元,同比增長超過20%。經(jīng)過多年的發(fā)展沉淀,網(wǎng)絡(luò)零售市場無論是技術(shù)、運營還是市場,都已達到領(lǐng)先水平,并開始嘗試著對新的模式進行變革式探索,準備迎接新的挑戰(zhàn)。網(wǎng)絡(luò)零售市場已步入新的時期。然而一些傳統(tǒng)零售行業(yè),由于行業(yè)所面向的對象的年齡、生活習(xí)慣等問題,消費行為仍然以商超便利店等線下購買為主,網(wǎng)購行為還處在起步狀態(tài),還有較大的提升空間。作為這種后發(fā)行業(yè)的代表,酒類電商行業(yè)在整個網(wǎng)絡(luò)零售行業(yè)增速放緩的情況下后來居上。我國酒類電商企業(yè)發(fā)展如此迅速,與當(dāng)前酒類行業(yè)所處的宏觀環(huán)境及酒類產(chǎn)品自身的特點有著密切的聯(lián)系。從政策層面來看,中央發(fā)布的“禁酒令”使得高端酒類銷路困難,只能另辟蹊徑開拓新客戶,顯然在高端市場增長放緩的情況下,主要面向普通消費者的電商渠道更加的有利于酒類生產(chǎn)制造企業(yè)向大眾市場的成功轉(zhuǎn)型。與傳統(tǒng)渠道相比,電商渠道能夠提供的產(chǎn)品,品種更加多樣,在去除了中間環(huán)節(jié)之后的價格也相對便宜,這是傳統(tǒng)酒類企業(yè)無法比擬的,在這些因素的共同作用下,國內(nèi)許多酒類生產(chǎn)制造企業(yè)開始發(fā)展電子商務(wù),開始拓展線上渠道。然而轉(zhuǎn)型線上的過程中,有很多問題不可避免,其中營銷問題就是其中之一。不同于傳統(tǒng)的營銷方式,在當(dāng)前大數(shù)據(jù)時代背景下,互聯(lián)網(wǎng)的營銷開始由撒網(wǎng)式營銷逐步走向精準營銷,利用數(shù)據(jù)來幫助企業(yè)進行營銷決策,提高企業(yè)經(jīng)營效益。本文首先介紹了精準營銷的概念及特征,對精準營銷的相關(guān)理論做了闡述,然后對電子商務(wù)及酒類行業(yè)進行行業(yè)現(xiàn)狀描述,指出酒類電商行在線上發(fā)展的相對落后性及傳統(tǒng)網(wǎng)絡(luò)營銷的弊端。在之后實證分析的過程中,文章除了借助RFM理論及聚類分析的方法外,還借助統(tǒng)計學(xué)中常用的SAS軟件構(gòu)建用戶分群模型,在明確了企業(yè)用戶主體后,進行針對性的營銷策略,構(gòu)建精準的產(chǎn)品體系、流量體系及營銷推廣體系,以便該企業(yè)能夠?qū)崿F(xiàn)精準的營銷推廣活動,幫助企業(yè)完成由線下到線上的營銷布局。
[Abstract]:As of end of 2015, the scale of China's Internet retail market reached 16.2 tillion yuan, an increase of more than 20%. After years of development and precipitation, the online retail market, whether technical, operational or market. Has reached the leading level, and began to try to explore the new model of transformational exploration, ready to meet new challenges. The online retail market has entered a new era. However, some traditional retail industry. Because of the age, living habits and other problems facing the industry, consumer behavior is still mainly under the line of shopping, such as commercial convenience stores, and online shopping behavior is still in its infancy. There is also greater room for improvement. As a representative of this late-development industry, the wine e-commerce industry in the entire network retail industry growth rate slowed down as the latter beyond the former. China's wine e-commerce enterprises are developing so rapidly. It is closely related to the macro environment of the current liquor industry and the characteristics of the wine products themselves. From the policy level, the "prohibition" issued by the central government makes the sale of high-end liquor difficult. New customers can only be found in a different way, apparently at a time when growth in the high-end market is slowing. The ecommerce channel, which is mainly for ordinary consumers, is more conducive to the successful transformation of alcohol manufacturers to the mass market. Compared with the traditional channels, the ecommerce channel can provide a variety of products. After removing the intermediate links, the price is relatively cheap, which is unparalleled by the traditional wine enterprises. Under the joint action of these factors, many domestic wine production and manufacturing enterprises began to develop e-commerce. Start to expand the online channels. However, in the process of transformation line, there are many inevitable problems, among which marketing is one of them. Different from the traditional marketing methods, in the context of the current big data era. The marketing of the Internet begins to move gradually to the precise marketing from the slitting marketing, using the data to help the enterprise to carry on the marketing decision, improve the enterprise management benefit. Firstly, this article introduced the concept and the characteristic of the precision marketing. The related theory of precision marketing is expounded, and then the status quo of e-commerce and alcohol industry is described. The paper points out the relative backwardness of the online development of liquor e-commerce companies and the disadvantages of traditional network marketing. In the process of empirical analysis, the article uses the RFM theory and clustering analysis method. In addition, with the help of the commonly used SAS software in statistics to build a user cluster model, after defining the main body of enterprise users, targeted marketing strategy, building accurate product system, flow system and marketing promotion system. So that the enterprise can achieve accurate marketing activities and help enterprises to complete the offline to online marketing layout.
【學(xué)位授予單位】：深圳大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F274;F426.82

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本文編號：1450977