合生元婴幼儿配方奶粉的精准营销策略

发布时间：2018-01-24 12:01

本文关键词： 会员管理精确营销合生元婴幼儿配方奶粉会员营销模式　出处：《广东财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：在时代不断发展和进步的同时,信息技术逐步实现革新,移动互联网同样逐步实现普遍的运用,人们的消费行为和过去有了显著的差异。消费者与零售企业联系在一起的时间不长,而且接触地点不够严格,呈现出购物途径多元化、购物时间碎片化、消费需求个性化以及购物空间移动化等基本消费属性。在这种情况下,精准营销以及会员管理逐步获得业界的更多关注,不管是对于研究领域来说,还是对于零售运营来说,均对其引起了更高的重视。同时,“大数据”技术逐步出现,并且获得迅速的发展。麦肯锡研究机构通过进行分析得出,“大数据”慢慢变成生产要素的重要组成部分,借助于新力量促进生产率实现进一步的提升,为竞争以及创新的新领域。新的技术的出现以及发展使其更加具备发展活力,发展空间更加的广阔。在这种情况下,怎样抓住“互联网+零售”的机会,促进零售行业实现转型升级,为零售企业需要引起足够重视的问题。合生元公司是进行全面的育儿规划供给为主要业务的公司,实际进行运营和发展的过程当中,提供的产品有婴幼儿配方奶粉、益生菌、洗护系列、多种营养食品等。随着时间的进一步推移,公司在市场当中所面临的竞争进一步加剧,为了始终保持足够的竞争力,留住老客户,同时,不断开拓新的发展空间,公司需要做出更多的努力,积极采取相应的应对举措和办法,进行科学合理应对。所以,怎样借助于互联网时代的营销方法,从而使得合生元公司当中所有产品在市场当中的竞争力获得提升,就变得极为关键。本文基于大数据和O2M全渠道营销分析,针对合生元婴幼儿配方奶粉展开会员营销模式的研究,分析其会员营销中存在的不足,通过研究发现合生元公司在精准营销上存在很多问题,例如:卖场营销费用过高、缺乏优秀营销人才和对大数据先进技术运用不足等,并且这对这些问题推出解决的对策,从而探索实现零售企业的升级转型路径。
[Abstract]:In the era of continuous development and progress at the same time, information technology gradually realize innovation, mobile Internet is also gradually realizing universal use. There are significant differences between people's consumption behavior and the past. Consumers and retail enterprises are not linked together for a long time, and contact places are not strict enough, showing a variety of shopping channels, shopping time fragmentation. In this case, precision marketing and member management gradually get more attention from the industry, whether for the field of research. At the same time, the "big data" technology gradually emerged, and made rapid development. McKinsey Research Institute through analysis found. "big data" slowly became an important part of production factors, with the help of new forces to promote productivity to achieve further improvement. New fields of competition and innovation. The emergence and development of new technologies make them more dynamic and have a wider space for development. In this case, how to seize the opportunity of "Internet retail". To promote the retail industry to achieve transformation and upgrading, for the retail enterprises need to draw sufficient attention to the issue. The company is a comprehensive parenting planning supply for the main business of the company. In the actual operation and development process, the products provided are infant formula, probiotics, washing and protection series, a variety of nutritious foods and so on. As time goes on. In order to maintain sufficient competitiveness and retain old customers, the company needs to make more efforts to continuously open up new development space. Actively take corresponding measures and measures to deal with the scientific and reasonable. Therefore, how to use the Internet era of marketing methods. In order to improve the competitiveness of all products in the market, it becomes extremely critical. This paper based on big data and O2M all channel marketing analysis. According to the research of the member marketing model of Hisheng Yuan infant formula, the deficiency of its member marketing is analyzed. Through the research, it is found that there are many problems in precision marketing of Hisheng Yuan Co., Ltd. For example, the high cost of marketing, the lack of excellent marketing talents and the lack of application of big data's advanced technology, and so on, and this puts forward solutions to these problems, so as to explore the way to achieve the upgrading and transformation of retail enterprises.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F274

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