本文選題：電子商務(wù)　切入點：營銷策略　出處：《太原理工大學》2015年碩士論文　論文類型：學位論文

【摘要】：電子商務(wù)的迅速發(fā)展,使得人們的思維方式,生活觀念都在變化中,它對現(xiàn)實生活的穿透力,不僅僅表現(xiàn)在天文數(shù)字般的商業(yè)數(shù)據(jù)上,更表現(xiàn)在對公眾消費的習慣的強大顛覆上。從虛擬商場購物已儼然成為人們生活中不可分割的一部分,衣食住行均可在這個互聯(lián)網(wǎng)提供的虛擬市場上來實現(xiàn),人們足不出戶便可解決所有一切與生活相關(guān)的事與物。而為了順應(yīng)這一互聯(lián)網(wǎng)時代,企業(yè)的經(jīng)營與發(fā)展也逐步從傳統(tǒng)的商業(yè)模式跳脫出來,加入新的電子商務(wù)大戰(zhàn)當中�，F(xiàn)如今一個完全脫離網(wǎng)絡(luò)、遠離電子商務(wù)大環(huán)境的企業(yè)是很難在新的經(jīng)濟體系下的市場環(huán)境內(nèi)生存和發(fā)展。近年來競爭愈來愈激烈,價格透明,群雄鼎立,又有不斷有新秀崛起,要想在這個行業(yè)傲視群雄,讓企業(yè)在這么激烈的競爭環(huán)境中取得長遠的發(fā)展。因此,為企業(yè)量身構(gòu)建一套順應(yīng)電子商務(wù)大環(huán)境發(fā)展的營銷策略尤為重要。本文以電子商務(wù)環(huán)境背景下的百橙電商公司作為研究對象,以市場營銷組合理論及市場細分理論作為主要理論基礎(chǔ),采用文獻研究法和定量分析法結(jié)合的分析方法,分析了國內(nèi)外同業(yè)資料及文獻;運用邁克爾.波特的五力模型、競爭態(tài)勢矩陣(CPM)等工具,對百橙公司營銷策略的外部環(huán)境和內(nèi)部環(huán)境進行了系統(tǒng)的分析;運用SWTO工具分析了了百橙公司的優(yōu)勢、劣勢、機會、威脅等問題;利用4Ps理論制定出百橙公司優(yōu)化后的營銷策略和保障策略。本論文的重點是通過對百橙公司環(huán)境分析制定出在電子商務(wù)背景下的營銷策略和有效的保障措施,完善在實際經(jīng)營過程中的營銷策略指向性,更好地滿足客戶的需求,提高客戶體驗感和黏性度,從而提高公司的銷售額、知名度和市場競爭力。論文的難點在于相關(guān)業(yè)務(wù)資料數(shù)據(jù)不詳細,數(shù)據(jù)的查閱工作量較大,可參考比例較少。電子商務(wù)背景下垂直領(lǐng)域中企業(yè)營銷策略方面有很高的差異化,相關(guān)大數(shù)據(jù)涉及商業(yè)機密,不利于完整收集,在論文的數(shù)據(jù)分析方面帶來了困難。論文的創(chuàng)新點是百橙電商公司在垂直領(lǐng)域中根據(jù)實際工作中的業(yè)務(wù)結(jié)構(gòu),通過產(chǎn)品、定價、渠道、促銷推廣四個方面針對性地提出營銷策略優(yōu)化方案。綜合來講,促使筆者發(fā)現(xiàn)新的機遇,初步構(gòu)定出突破瓶頸的新模式,為公司發(fā)展奠定了較好的基礎(chǔ)。本論文通過對百橙電商公司的營銷策略進行了系統(tǒng)的分析和研究,并對經(jīng)營過程中遇到的問題給予了具體的解決措施。有利于百橙公司在產(chǎn)品結(jié)構(gòu)、定價機制、促銷機制、銷售渠道等方面進行系統(tǒng)地完善,能一定程度上提高百橙電商公司在這個大的電商環(huán)境中的生存力以及市場競爭力。同時,論文研究的制定的營銷策略,對百橙公司未來新商業(yè)模式的探索提供了有效的支持,也為其他電子商務(wù)企業(yè)的發(fā)展提供些許借鑒。
[Abstract]:With the rapid development of electronic commerce, people's way of thinking and concept of life are changing, and its penetration of real life is not only reflected in astronomical commercial data. From the virtual shopping mall shopping has become an integral part of people's lives, clothing, food, housing and transportation can be realized in this virtual market provided by the Internet. In order to conform to the Internet era, the management and development of enterprises have gradually jumped out of the traditional business model. Joining the new electronic commerce war. Nowadays, an enterprise that is completely out of the network and far away from the electronic commerce environment is very difficult to survive and develop in the market environment under the new economic system. In recent years, the competition has become more and more intense and the prices are transparent. If you want to excel in this industry and let enterprises make long-term progress in such a fierce competitive environment, It is very important to set up a set of marketing strategies for enterprises to adapt to the development of e-commerce environment. In this paper, hundred Orange E-Commerce Company under the background of E-commerce environment is taken as the research object. Taking marketing combination theory and market segmentation theory as the main theoretical basis, this paper analyzes the domestic and foreign peer data and literature by using the method of literature research and quantitative analysis, and applies Michael Porter's five-force model. The external and internal environment of the company's marketing strategy is systematically analyzed, and the advantages, disadvantages, opportunities and threats of the company are analyzed by using SWTO tools. Based on the 4Ps theory, the optimized marketing strategy and guarantee strategy are worked out. The emphasis of this paper is to establish the marketing strategy and effective safeguard measures under the background of electronic commerce by analyzing the environment of the company. Improve the orientation of marketing strategies in the actual business process, better meet the needs of customers, improve customer experience and viscosity, thereby increasing the company's sales, The difficulty of the paper is that the relevant business data is not detailed, the data access workload is large, the proportion of reference is less. Under the background of electronic commerce, the enterprise marketing strategy in vertical field is very different. Big data is involved in trade secrets, which is not conducive to complete collection and brings difficulties in the analysis of the data of the paper. The innovation of the paper is that the company is in the vertical field, according to the business structure of the actual work, through the products, pricing, The channel, promotion and promotion of the four aspects of targeted marketing strategy optimization program. To sum up, the author found new opportunities, and initially set up a new model to break through the bottleneck. This paper has carried on the systematic analysis and the research to the hundred orange electronic commerce company's marketing strategy. And the problems encountered in the course of operation are given specific solutions, which are conducive to the systematic improvement of the product structure, pricing mechanism, promotion mechanism, sales channels, and so on, in the products structure, pricing mechanism, promotion mechanism, sales channels, etc., of the hundred Orange Company. To a certain extent, it can improve the viability and market competitiveness of the company in this large e-commerce environment. At the same time, the marketing strategy studied in this paper provides an effective support for the exploration of a new business model for the company in the future. Also for the development of other e-commerce enterprises to provide some reference.
【學位授予單位】：太原理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F724.6

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相關(guān)期刊論文 前1條

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本文編號：1600565