本研究以哥倫比亞卡塔赫納市的照明零售商ABC公司為例探討數(shù)字化轉型問題。該公司1983年成立于加勒比海濱城市Cartagena,目的是滿足該城市的照明需求。近年來,該公司開始采用例如LED在內的新照明技術,目前正在開始推出帶有物聯(lián)網(wǎng)技術的產品。經(jīng)過10多年的時間完成從鹵素照明向LED照明,并且完成了若干個住宅區(qū)照明工程后,公司在過去5年中銷售利潤出現(xiàn)大幅下滑。當前產品營銷方式與多年前相比有很大改變。影響公司銷售的主要原因之一就是公司無法對目標市場作出有效反應,無法深入了解目標客戶。人們的消費習慣已經(jīng)不同,消費決策和公司都收到數(shù)字技術的深刻影響。ABC公司無法對市場期望有效作出反饋,提供多渠道體驗,但是新的消費者、商超甚至制造商都開始改變商業(yè)模式。以前制造商不太會接觸終端用戶,但是電子商務的出現(xiàn)卻使得他們能夠通過數(shù)字渠道達到這一目的。本文首先分析了其他研究者關于數(shù)字化轉型的重要觀點,發(fā)現(xiàn)麥肯錫7S數(shù)字營銷模型7S模型評估有助于幫助像ABC公司這樣的企業(yè)調整資源,促使其平穩(wěn)、快速地適應數(shù)字化轉型。文章對ABC公司的內部和外部狀況進行了描述分析,揭示了當前狀況,論證了在市場上尋找數(shù)字化轉型機...

【文章頁數(shù)】：150 頁

【學位級別】：碩士

【文章目錄】：
Acknowledgements
摘要
Abstract
Chapter One Introduction
    1.1.Research Background
        1.1.2.The importance of e Commerce
    1.2 Research Purpose and Significance
        1.2.1 Research Purpose
        1.2.2 Research Significance
    1.3. Literature Review
        1.3.1.Foreign Literature Review Digital Transformation
        1.3.2.Domestic Literature Review
    1.4 Research Contents and Questions
        1.4.1 Research contents
        1.4.2 Research questions
    1.5 Research Structure
    1.6 Research Method and Innovations
        1.6.1 Research Method
        1.6.2 Research Innovations
Chapter Two Theoretical Framework
    2.1.Marketing
        2.1.1.Market Positioning
        2.1.2.Market Segmentation
    2.2.Digital Marketing
        2.2.1.The7Ss of Digital Marketing
        2.2.2.Digital Touchpoints
        2.2.3.Digital Customer Journey Framework
Chapter Three External& Internal Environment Analysis
    3.1.Company Overview
    3.2 Drivers of digital transformation
        3.2.1.Internal pressure to change
        3.2.2.External pressure to change
    3.3.PESTLE Analysis
        3.3.1.Political Factors
        3.3.2 Economic Factors
        3.3.3 Social Factors
        3.3.4 Technological Factors
        3.3.5 Environmental Factors
        3.3.6 Legal Factors
    3.4 SWOT Analysis
        3.4.1 Strengths
        3.4.2 Weakness
        3.4.3 Opportunities
        3.4.4 Threats
    3.5 Traditional Business Model
        3.5.1 Lack of communication
        3.5.2 Low brand awareness
        3.5.3 Deficiency in data-driven decision-making
        3.5.4 Loss of customer satisfaction
Chapter Four Problem Analysis
    4.1.The7Ss of Digital Marketing
        4.1.1.Strategy
        4.1.2.System
        4.1.3.Skills
        4.1.4.Staff
        4.1.5.Style
        4.1.6.Shared Values
        4.1.7.Structure
        4.1.8.Conclusions of the problem analysis
    4.2.Transformation barriers
        4.2.1.Short Customer Lifecycle
        4.2.2.Low Customer Engagement
        4.2.3.Lack of organizational agility
Chapter Five Digital Transformation Solutions
    5.1.The7Ss of Digital Marketing
        5.1.1.Strategy
        5.1.2.System
        5.1.3.Skills
        5.1.4.Staff
        5.1.5.Style
        5.1.6.Shared Values
        5.1.7 Structure
        5.1.8 Conclusions of the7S model
    5.2 Sales Funnel Transformation
        5.2.1 Awareness
        5.2.2 Consideration
        5.2.3 Purchase
        5.2.4 Post Sales
        5.2.5 Loyalty Expansion
    5.3.Sales Pipeline Transformation
        5.3.1.Prospection and Channel Mix
        5.3.2.Data-driven Lead Nurturing
        5.3.3.Personalized approach& proposals
        5.3.4.Closing and Post-Sale
    5.4 Digital Touchpoints
        5.4.1 Corporate Website
        5.4.2.Widgets
        5.4.3 Social Media Strategy
        5.4.4 Search Engine Optimization(SEO)
        5.4.5 Landing pages
        5.4.6 Email Marketing
        5.4.7 e Commrece Sites
    5.5 Summary of Solutions
Chapter Six Implementation Plan for Digital Transformation Solutions
    6.1 Management System Support
        6.1.1 Digital Marketing Support
        6.1.2 Sales Staff Support
        6.1.3 Organizational Structure Optimization
        6.1.4 Financial Support
        6.1.5.IT Support
    6.2.Order Management System(OMS)
        6.2.1.Sales Channels
        6.2.2.Marketplace
        6.2.3.Digital Marketing CRM
    6.3.Investment
        6.3.1.Web Development
        6.3.2.Paid Advertising
        6.3.3.IT Management Systems and Tools
        6.3.4.Fixed Costs
        6.3.5.Projected Cashflow
    6.4 Contingency Plan
        6.4.1.External collaboration
        6.4.2.Internal Collaboration
Chapter Seven Quantitative Data
    7.1.Demographics
    7.2.Internet Buying Frequency
    7.3.Consumer habits on the Internet
    7.4.Buying preferences on the internet
Chapter Eight Conclusions
    8.1.Research Findings
    8.2 Research Limitations
    8.3 Direction for Further Research
References
Index
    List of Figures
    List of Tables
Appendices



本文編號：4005103