本文選題：百腦匯 + O2O�。� 參考：《哈爾濱理工大學(xué)》2015年碩士論文

【摘要】：當(dāng)前我國(guó)IT商場(chǎng)環(huán)境的萎縮,傳統(tǒng)的IT商場(chǎng)受來(lái)自各方面的沖擊,不得不轉(zhuǎn)型求生。通過(guò)對(duì)百腦匯商場(chǎng)的營(yíng)銷(xiāo)模式的研究,可以對(duì)IT商場(chǎng)如何在現(xiàn)有市場(chǎng)環(huán)境下制定適合自身的營(yíng)銷(xiāo)模式,更好的生存發(fā)展有很大幫助。本文采用調(diào)查法、案例分析法、定量和定性相互結(jié)合的方法以及PEST分析法和SOWT分析法,研究百腦匯O2O營(yíng)銷(xiāo)模式轉(zhuǎn)型,為百腦匯商場(chǎng)今后的運(yùn)營(yíng)模式改進(jìn)和同行業(yè)公司創(chuàng)造符合自身發(fā)展戰(zhàn)略的運(yùn)營(yíng)模式提供借鑒。本文首先對(duì)百腦匯商場(chǎng)的公司戰(zhàn)略與營(yíng)銷(xiāo)模式進(jìn)行概述,利用PEST分析和SWOT分析百腦匯商場(chǎng)市場(chǎng)營(yíng)銷(xiāo)的宏觀環(huán)境和微觀環(huán)境進(jìn)行了分析;其次,提出百腦匯商場(chǎng)營(yíng)銷(xiāo)應(yīng)選擇O2O營(yíng)銷(xiāo)模式,百腦匯商場(chǎng)營(yíng)銷(xiāo)模式的實(shí)施要素為市場(chǎng)定位和細(xì)分、產(chǎn)品和服務(wù)、品牌運(yùn)營(yíng)、電商運(yùn)營(yíng)等四個(gè)方面;再次對(duì)百腦匯商場(chǎng)的營(yíng)銷(xiāo)模式實(shí)施保障措施及效果進(jìn)行評(píng)估。一方面對(duì)百腦匯商場(chǎng)O2O營(yíng)銷(xiāo)模式實(shí)施策略進(jìn)行定位,如建立平臺(tái)——百腦匯官網(wǎng)、微信公共平臺(tái)、新浪微博,O2O人群的定位——招募會(huì)員及粉絲維護(hù)等,另一方面提出百腦匯商場(chǎng)O2O營(yíng)銷(xiāo)實(shí)施的具體策略:營(yíng)銷(xiāo)和品牌,利用企業(yè)優(yōu)勢(shì),重視企業(yè)品牌形象,加強(qiáng)營(yíng)銷(xiāo)團(tuán)隊(duì)建設(shè)與培訓(xùn),提升營(yíng)銷(xiāo)技能;為實(shí)施“科技+美食+時(shí)尚”的復(fù)合式IT商場(chǎng)體驗(yàn)營(yíng)銷(xiāo)策略,并提出技術(shù)、人才和管理的保障措施;最后進(jìn)行百腦匯商場(chǎng)O2O營(yíng)銷(xiāo)的效果評(píng)估,包含Oline粉絲數(shù)、Offline轉(zhuǎn)換率、Offline活動(dòng)參與人數(shù)、Offline回轉(zhuǎn)率、百腦匯商場(chǎng)運(yùn)營(yíng)模式創(chuàng)新后定位準(zhǔn)確度評(píng)估、百腦匯商場(chǎng)運(yùn)營(yíng)模式創(chuàng)新后業(yè)態(tài)分布合理度評(píng)估、百腦匯商場(chǎng)運(yùn)營(yíng)模式創(chuàng)新后人氣買(mǎi)氣評(píng)估百腦匯商場(chǎng)消費(fèi)者和商家滿(mǎn)意度、百腦匯商場(chǎng)媒體年度曝光次數(shù)、百腦匯商場(chǎng)客訴數(shù)量。
[Abstract]:At present, the environment of IT market in our country shrinks, the traditional IT market is impacted by various aspects, and has to transform to survive. Through the research on the marketing mode of Bainaohui shopping mall, it can be helpful to how to establish the suitable marketing model for IT mall under the existing market environment and better survival and development. This paper uses investigation method, case analysis method, quantitative and qualitative method, PEST analysis method and SOWT analysis method to study the transformation of O _ 2O marketing mode. It provides a reference for the improvement of the future operation mode of Bainaohui shopping mall and the creation of the operation mode in line with its own development strategy by the same industry companies. This paper first summarizes the company strategy and marketing model of Bainaohui shopping mall, and analyzes the macro and micro environment of the marketing by using PEST analysis and SWOT analysis. The paper points out that the marketing of Bainaohui mall should choose the O _ 2O marketing mode, and the implementing elements of the marketing mode are market orientation and subdivision, product and service, brand operation and e-commerce operation. Again, the marketing model of Bainaohui Mall is evaluated. On the one hand, positioning the implementation strategy of the O2O marketing model in Bainaohui Mall, such as setting up a platform-Bainaohui official website, WeChat public platform, the positioning of Sina Weibo and O2O groups-recruiting members and maintaining fans, and so on. On the other hand, it puts forward the specific strategies of implementing O2O marketing in Bainaohui Mall: marketing and brand, making use of the advantages of enterprises, paying attention to the brand image of enterprises, strengthening the construction and training of marketing teams, and improving marketing skills; In order to implement the experience marketing strategy of "science and technology food fashion", and put forward the safeguard measures of technology, talent and management, finally carry on the evaluation of the effect of O _ 2O marketing in Bainaohui market. Including the number of Oline fans and the off line conversion rate, the number of people participating in the off line activity and the off line turnover rate, the evaluation of the positioning accuracy after the innovation of the operation mode of the Bainaohui shopping mall, the evaluation of the reasonable distribution of the business form after the innovation of the operation mode of the Bainaohui shopping mall. After the innovation of the operation mode of Bainaohui shopping mall, the customer and business satisfaction of Bainaohui shopping mall was evaluated, the media exposure times of Bainaohui shopping mall and the number of customers sued by Bainaohui shopping mall.
【學(xué)位授予單位】：哈爾濱理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F724.6;F721

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