發(fā)布時(shí)間：2023-02-07 07:44

　　在本研究中,為了描述它并對(duì)其進(jìn)行分類,提出了一種用于評(píng)估業(yè)務(wù)PPSM SAS的模型。該模型的對(duì)比是通過(guò)設(shè)計(jì)一項(xiàng)戰(zhàn)略計(jì)劃來(lái)體現(xiàn)的,該戰(zhàn)略計(jì)劃將通過(guò)各種工具展示該公司對(duì)塑料注塑制造行業(yè)的影響,并借助其優(yōu)勢(shì),局限,機(jī)遇和挑戰(zhàn),制定出切實(shí)可行的戰(zhàn)略,以促進(jìn)該組織的發(fā)展。本文從問(wèn)題診斷開(kāi)始,使用PESTEL分析和數(shù)字營(yíng)銷4P理論的方法對(duì)PPSM SAS公司進(jìn)行評(píng)估,找到影響PPSM SAS公司在發(fā)展中存在問(wèn)題的關(guān)鍵因素,使用SWOT矩陣法分析其優(yōu)勢(shì)和劣勢(shì),給出優(yōu)化的建議,以完善的數(shù)字營(yíng)銷策略使該公司更好的分配資源,以達(dá)到本論文的目的,解決該公司的問(wèn)題。

【文章頁(yè)數(shù)】：121 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
Acknowledgements
摘要
Abstract
Chapter One Introduction
    1.1 Research Background, Purpose and Significance
        1.1.1 Research Background
        1.1.2 Research Purpose
        1.1.3 Research Significance
    1.2 Domestic and Foreign Literature Review on Similar Topics
        1.2.1 Domestic Literature Review
        1.2.2 Foreign Literature Review
    1.3 Research Content and Questions
        1.3.1 Research Questions
        1.3.2 Research Structure
    1.4 Research Methodologies and Innovation
        1.4.1 Research Methodologies
        1.4.2 Innovations
Chapter Two Theoretical Framework
    2.1 Theory of the 4P′s in the Digital Marketing. (Idris Mootee Model)
        2.1.1 Personalization
        2.1.2 Participation
        2.1.3 Peer – to – peer
        2.1.4 Predictive Modeling
    2.2 Accenture developed the 4R Personalization Framework
        2.2.1 Recognize
        2.2.2 Remember
        2.2.3 Recommend
        2.2.4 Relevance
    2.3 Digital Marketing Channel
        2.3.1 Website Marketing
        2.3.2 E-mail Marketing
        2.3.3 Social Media Marketing
        2.3.4 Mobile Marketing
        2.3.5 Search Engine Marketing
        2.3.6 Content Marketing
        2.3.7 Display Marketing
Chapter Three Business Environment Analysis
    3.1 External Environmental Analysis (PESTEL Analysis)
        3.1.1 Political Factor
        3.1.2 Economic Factor
        3.1.3 Social Factor
        3.1.4 Technological Factor
        3.1.5 Environmental Factor
        3.1.6 Legal Factor
    3.2 Internal Environment Analysis (SWOT Matrix Analysis)
        3.2.1 Strategy generation SO
        3.2.2 Strategy generation ST
        3.2.3 Strategy generation WO
        3.2.4 Strategy generation WT
Chapter Four The status and the problem of digital marketing strategy
    4.1 Status of the company
    4.2 The existing problems
        4.2.1 Stagnation of revenue
        4.2.2 Low market visibility and awareness
    4.3 Root – Causes Analysis
        4.3.1 Lack of awareness of digital marketing
        4.3.2 No investment in marketing
    4.4 Introducing of digital marketing in the company
        4.4.1 Successful case of competition in Colombia
Chapter Five Solution – Suggestion
    5.1 Digital marketing Strategy
        5.1.1 Consolidation of the website
        5.1.2 Innovative Promotion Campaign
        5.1.3 Digital Channel Strategy
    5.2 Digital Marketing Operation
        5.2.1 New offline store
        5.2.2 Importance of combining an offline store with online marketing
        5.2.3 Participation in city fairs
        5.2.4 Co-building / building distribution system
        5.2.5 Co-building / building secured and trustworthy payment system
Chapter Six Implementation
    6.1 Internal Support
        6.1.1 Management Support
        6.1.2 Staff Support
        6.1.3 Management of Customer relations
    6.2 Technology Support
        6.2.1 Enhancing international technology support
        6.2.2 Social media support
    6.3 Projection in the implementation of digital marketing
Chapter Seven Conclusion
    7.1 Conclusion
    7.2 Research limitations
    7.3 Direction for further research
References



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