本文選題：數(shù)字化營銷 + 數(shù)字化管理　； 參考：《江西財經(jīng)大學》2017年碩士論文

【摘要】：過去10年在互聯(lián)網(wǎng)的影響下、整個社會經(jīng)濟模式、企業(yè)的管理模式、與用戶的溝通方式都發(fā)生了翻天覆地的變化。JXYD一直以來是伴隨著移動互聯(lián)網(wǎng)的成長而發(fā)展的,當前隨著移動互聯(lián)網(wǎng)的發(fā)展進入2.0時代,JYXD的產(chǎn)品、營銷模式也正在面臨巨大的挑戰(zhàn),一方面?zhèn)鹘y(tǒng)話音產(chǎn)品正在逐漸被OTT即時通信產(chǎn)品所替代,流量業(yè)務的量收剪刀差在逐步加大;另一方面新的互聯(lián)網(wǎng)產(chǎn)品運營還在逐步孵化,家庭領(lǐng)域又面臨激烈的競爭。環(huán)境的變化使得營銷也隨之發(fā)生了翻天覆地的改變,產(chǎn)品多元化使得銷售模式向多元化產(chǎn)品組合銷售轉(zhuǎn)變,用戶消費習慣的變化使得目標銷售對象需要精確細分,人工成本的高企使得營銷工作的執(zhí)行需要從人工營銷向線上線下協(xié)同營銷轉(zhuǎn)變。數(shù)字化轉(zhuǎn)型已經(jīng)成為通信行業(yè)突破當前困局的必然選擇筆者通過對國內(nèi)外關(guān)于數(shù)字化營銷理論和先進經(jīng)驗進行研究和總結(jié),對JXYD當前的產(chǎn)品、市場競爭、營銷管理組織架構(gòu)的現(xiàn)狀和存在的問題進行分析歸納,在此基礎(chǔ)上提出了新的數(shù)字化營銷架構(gòu)的設計方案。該方案的主要內(nèi)容包括對用戶、產(chǎn)品、觸點、事件等核心要素的數(shù)字化管理;對營銷策略的數(shù)字化設計;對營銷目標用戶的數(shù)字化精確細分;對營銷執(zhí)行動作的數(shù)字化承載。結(jié)合JXYD公司當前最為關(guān)注的4G營銷工作,從如何實現(xiàn)用戶群的細分開始,到如何實現(xiàn)四大營銷目標的用戶產(chǎn)品適配,再到如何通過各類觸點統(tǒng)一執(zhí)行,形成了一套全流程閉環(huán)的營銷架構(gòu)數(shù)字化優(yōu)化方案。
[Abstract]:Under the influence of the Internet in the past 10 years, the whole social and economic model, the enterprise management mode, and the way of communication with users have all changed dramatically. JXYD has been developing along with the growth of the mobile Internet. At present, with the development of mobile Internet, JYXD products are entering the 2.0 era, and the marketing model is also facing enormous challenges. On the one hand, traditional voice products are gradually being replaced by OTT instant messaging products. On the other hand, the operation of new Internet products is still incubating step by step, and the family field is facing fierce competition. With the change of environment, marketing also changes dramatically. The diversification of products makes the sales model change to diversified product combination sales, and the change of consumer habits makes the target sales objects need to be subdivided accurately. The high labor cost makes the implementation of marketing work change from manual marketing to online and offline cooperative marketing. Digital transformation has become the inevitable choice for the communication industry to break through the current difficult situation. By studying and summarizing the theory and advanced experience of digital marketing at home and abroad, the author makes a study on the current products and market competition of JXYD. The present situation and existing problems of marketing management organization structure are analyzed and summarized, and a new design scheme of digital marketing structure is put forward. The main contents of this scheme include the digital management of the core elements such as user, product, contact, event, the digital design of marketing strategy, the precise segmentation of marketing target user, and the digital bearing of the executive action of marketing. Combining the 4G marketing work that JXYD company pays most attention to at present, from how to realize the subdivision of the user group, how to realize the user product adaptation of the four marketing objectives, and then how to carry out the unified implementation through all kinds of contacts, A set of closed-loop digital optimization scheme of marketing architecture is formed.
【學位授予單位】：江西財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F626;F274

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