隨著互聯(lián)網(wǎng)的發(fā)展,數(shù)字經(jīng)濟(jì)深深地影響著我們的工作與生活。數(shù)字化會(huì)影響所有的行業(yè),區(qū)別在于規(guī)模和速度,所以企業(yè)必須做數(shù)字化轉(zhuǎn)型,借助技術(shù)的巨大力量實(shí)現(xiàn)業(yè)務(wù)增長(zhǎng)。數(shù)字營(yíng)銷策略為當(dāng)今的網(wǎng)絡(luò)營(yíng)銷或任何電子商務(wù)平臺(tái)提供了許多很好的策略。解決方案大致集中在創(chuàng)意內(nèi)容策略、客戶管理策略、多應(yīng)用策略、分銷策略、渠道策略、搜索引擎營(yíng)銷策略和社交媒體營(yíng)銷策略。依諾公司是一家集研發(fā)、設(shè)計(jì)、生產(chǎn)、銷售和服務(wù)為一體的陶瓷制造企業(yè)。主要通過(guò)傳統(tǒng)的營(yíng)銷渠道開發(fā)國(guó)際市場(chǎng)業(yè)務(wù),如參加展會(huì)和和實(shí)地拜訪。銷售渠道的單一是銷售增長(zhǎng)緩慢的主要原因。2019年底新型冠狀病毒的爆發(fā)使全球經(jīng)濟(jì)下滑嚴(yán)重。所有的海外采購(gòu)商已取消近期來(lái)華的采購(gòu)行程,供應(yīng)商更無(wú)法出國(guó)拜訪客戶。在無(wú)法與客戶面對(duì)面銷售的緊急情況下,數(shù)字營(yíng)銷是依諾公司國(guó)際營(yíng)銷發(fā)力的重要方向。本文擬以“國(guó)際化數(shù)字營(yíng)銷策略”作為研究課題,通過(guò)文獻(xiàn)分析法、專家訪談法、客戶訪談法和例證法,在一系列國(guó)際數(shù)字營(yíng)銷理論的基礎(chǔ)上,介紹依諾公司概況、經(jīng)營(yíng)范圍以及在國(guó)際經(jīng)營(yíng)方面存在的問(wèn)題和挑戰(zhàn),通過(guò)對(duì)其國(guó)際業(yè)務(wù)進(jìn)行環(huán)境分析和國(guó)際市場(chǎng)現(xiàn)狀分析得出依諾公司增加國(guó)際數(shù)字營(yíng)銷渠道帶來(lái)的機(jī)遇,并探討如何科學(xué)選... 

【文章來(lái)源】：廣東外語(yǔ)外貿(mào)大學(xué)廣東省

【文章頁(yè)數(shù)】：81 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
Chapter 1 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 Research content
    1.3 Research methods and innovations
        1.3.1 Research methods
        1.3.2 Innovation
    1.4 Research Approach
Chapter 2 Theoretical Overview
    2.1 Overview of Digital Marketing Research
        2.1.1 Related concepts and features of digital marketing
        2.1.2 The main ways of digital marketing
        2.1.3 Related concepts and theories of online marketing
        2.1.4 Related concepts and theories of social media
    2.2 Concepts and features of international marketing
    2.3 International marketing strategy of ceramic tile industry
        2.3.1 Four Ps marketing mix strategy
        2.3.2 Integrated marketing communications strategy
        2.3.3 AISAS marketing strategy
Chapter 3 Case Description
    3.1 Company Profile of Inol Company
    3.2 The Business Scope of Inol Company
    3.3 Problems and Challenges in the International Marketing of Inol company
Chapter 4 Case Analysis
    4.1 Environmental Analysis
        4.1.1 Political Environment
        4.1.2 Technical Environment
    4.2 Analysis of International Market Situation of Inol Company
        4.2.1 Product Segmentation
        4.2.2 Market Segmentation
        4.2.3 Target market selection strategy
        4.2.4 International Marketing Channels of Inol Company
    4.3 International Digital Marketing channel brings More Opportunities to InolCompany
    4.4 Analysis and Recommendations of Inol Company International DigitalMarketing Strategy
        4.4.1 Product Strategy
        4.4.2 Price Strategy
        4.4.3 Place Strategy
        4.4.4 Promotion Strategy
Chapter 5 Enforcement Guarantee for the Implementation of Inol International DigitalMarketing Plan
    5.1 Establish an Integrated Marketing Communication Concept
    5.2 Optimize the Organizational Structure and Set Up an IMC Department
    5.3 Strengthen the Database Construction
    5.4 Establish Sound Rules and Regulations
Chapter 6 Conclusion
    6.1 Conclusion
    6.2 Prospect
Reference


【參考文獻(xiàn)】：
期刊論文
[1]基于AISAS模型的微信營(yíng)銷研究及策略分析[J]. 杜瑋.  中國(guó)商論. 2018(22)



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