安徽真心集团电商营销策略优化与方案实施研究

发布时间：2018-02-22 04:46

本文关键词： 电商营销营销策略营销策略优化　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来电子商务在国内有了飞跃性的发展,2016年电商领域全网销售额已突破20万亿元。伴随着智能手机的技术发展和移动互联网的应用,网络购物、个性化营销等电商营销场景越来越普及,成为消费者生活中不可或缺的消费渠道,因此电商营销业务在企业销售过程中所扮演的角色越来越重要,传统企业如何才能找到合适的电商营销策略拓展市场份额赢得消费认可成为越来越重要的课题。2012年以来,“三只松鼠”、“百草味”、“良品铺子”等互联网坚果零食品牌迅速崛起,其中三只松鼠2016年全电商渠道销售额超过50亿元,也成为业内竞相仿效的互联网零食品牌企业。与此相对的,传统坚果炒货领域的领先企业安徽真心投资集团曾经全国的坚果行业龙头企业,自2008年以来,销售额逐年萎缩,从07年的7亿销售额降低至16年的2.7亿。真心集团的电商业务多年来并没有取得满意的进展,销售规模依然停留在“中小卖家”的阶段,也未能为集团带来利润贡献。本文依据对安徽真心投资集团的市场调研和观察,整理总结其电商营销业务的发展历程和经营现状,就发现的电商营销策略实施过程中的问题进行分析,找到真心集团电商营销策略的症结所在,并以此为据提出营销策略的优化设计。电商营销策略优化以科特勒营销战略三角模型的企业战略、战术、价值三个维度为核心框架,从市场细分、目标市场、市场定位、差异化、营销组合、销售、品牌、服务、流程等9个要素中,选取市场定位、差异化营销、品牌价值三个方面作为真心集团电商营销策略策略优化的核心。然后在策略实施的过程中从产品、价格、渠道、促销、人员管理等方面对市场定位、差异化营销、品牌价值提升等策略进行拆解,具体阐述策略实施将每一条核心策略落在实处,最后完成切实可行的电商营销实施策略。近年在电商营销领域坚果零食品类发展最为迅猛具有很强代表性,真心集团作为传统企业的代表,对真心集团电商营销策略进行剖析和优化,对传统企业优化电商营销策略都具有着示范作用和重要影响,这也是本文意义所在。
[Abstract]:In recent years, E-commerce has made a leap development in China. In 2016, the sales volume of the whole network in the field of e-commerce exceeded 20 tillion yuan. With the development of smart phone technology and the application of mobile Internet, online shopping, Personalized marketing and other e-commerce marketing scenarios are becoming more and more popular and become an indispensable consumer channel in consumer life. Therefore, e-commerce marketing business plays an increasingly important role in the process of enterprise sales. It has become increasingly important for traditional enterprises to find suitable e-commerce marketing strategies to expand their market share and gain recognition for consumption. Since 2012, Internet nut snack brands such as "three squirrels", "100 grass flavor" and "good shop" have risen rapidly. In 2016, three of the squirrels sold more than 5 billion yuan in total e-commerce channels, becoming a rival Internet snack brand in the industry. Anhui Real Investment Group, a leading enterprise in the field of traditional nut roasting, has been a national leader in the nut industry. Since 2008, its sales volume has shrunk year by year. Sales fell from 700 million in 2007 to 270 million in 16 years. Sincere Group's ecommerce business has not made satisfactory progress for many years, and sales still remain at the stage of "small and medium sellers". Based on the market research and observation of Anhui Real Investment Group, this paper summarizes the development history and management status of its e-commerce marketing business. By analyzing the problems in the process of implementing e-commerce marketing strategy, we can find out the crux of e-commerce marketing strategy of sincere group. The optimization of e-commerce marketing strategy takes the enterprise strategy, tactics and value of Kotler's marketing strategy triangle model as the core frame, from market segmentation, target market, market positioning. Differentiation, marketing mix, sales, brand, service, process and other nine elements, select market positioning, differentiated marketing, Three aspects of brand value are the core of the optimization of e-commerce marketing strategy. Then in the implementation of the strategy from the product, price, channel, promotion, personnel management and other aspects of market positioning, differentiated marketing, Brand value promotion and other strategies to be dismantled, the specific implementation of the strategy will be the implementation of each core strategy in practice, In recent years, the most rapid development in the field of e-commerce marketing nuts zero food category has a strong representative, sincere group as a representative of traditional enterprises, This paper analyzes and optimizes the marketing strategy of sincere Group, which has a demonstration effect and an important influence on the traditional enterprise to optimize the marketing strategy of e-commerce, which is also the significance of this paper.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.82;F724.6

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