电子元器件分销商A公司网络营销策略研究

发布时间：2018-04-04 07:31

本文选题：电子元器件　切入点：分销商　出处：《华侨大学》2017年硕士论文

【摘要】：电子元器件行业作为电子信息产业发展的基础,也随着中国国内生产力水平的提高,电子元器件行业将得到政府和企业的强烈关注,并有着宽广的市场拓展空间。本文通过对国内和国外网络营销策略的研究,以案例研究方法(A公司)为主,文献分析法、和问卷调查法相结合,理论探讨和案例相结合。根据A公司自身的实际情况,通过运用互联网+电子元器件的思维,通过网络营销聚集资源,基于行业的特点,经过产品定位、用户定位和市场定位,从众多的电子元器件和用户中得出两个市场。一是低成本导向型的用户倾向采购通用件的产品且需求量较大,用户和产品数量占比大约为80%;二是个性化需求型用户倾向采购特殊元件、难寻元器件产品且需求量较小,用户和产品数量占比大约为20%。运用网络营销策略中的产品策略、价格策略、金融服务策略、促销策略、SOLOMO策略、宣传策略、技术服务策略、物流策略,制定出一套适合互联网时代的“互联网+”方案,即成本导向型方案和个性化定制方案,并对为期一年的运营进行效果分析,实现原厂分销商用户三者的共赢,促使分销商企业在竞争中获得优势,从而获得标志性发展,也给同行企业摸索出与时代相适应的发展之道。
[Abstract]:Electronic components industry as the basis of the development of electronic information industry, with the improvement of China's domestic productivity, electronic components industry will be the strong concern of the government and enterprises, and there is a broad market expansion space.In this paper, through the domestic and foreign network marketing strategy research, mainly with the case study method A company), the literature analysis method, the questionnaire survey method unifies, the theory discussion and the case study unifies.According to the actual situation of company A, through the use of the thinking of Internet electronic components, through the network marketing gathered resources, based on the characteristics of the industry, through product positioning, user positioning and market positioning,Two markets are drawn from a large number of electronic components and users.First, low cost oriented users tend to purchase products with large demand, and the proportion of users and products is about 80%; second, personalized demand-oriented users tend to purchase special components, so it is difficult to find components and the demand is relatively small.The proportion of users and products is about 20.By using the product strategy, price strategy, financial service strategy, promotion strategy, propaganda strategy, technical service strategy, logistics strategy in the network marketing strategy, a set of "Internet" scheme suitable for the Internet era is worked out.That is, the cost oriented scheme and the individualized customization scheme, and the analysis of the effect of the operation for one year, to realize the win-win situation among the original distributor users, and to promote the distributor enterprise to gain the advantage in the competition and thus obtain the symbolic development.Also to peer enterprises to find out with the times to adapt to the development of the road.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.6

【参考文献】