D建材零售网站营销策略优化研究

发布时间：2018-09-03 13:40

【摘要】：随着近几年国内电子商务的飞速发展，越来越多的顾客将购物行为转到网络上。中国国家互联网信息中心CNNIC在2014年1月发布的《中国互联网络发展状况统计报告》第33版中表明，截至2014年1月底我国网民数量已超过六亿；同时，网络购物的网民规模达到三亿人，网络购物的使用率提升至近50%。把握互联网中的商业机会，是当今市场环境中众多中小企业持续发展、突破传统销售渠道垄断和获得盈利的重要手段之一。因此，越来越多的中小企业开展了电子商务，加入了网络销售的队伍，这使得电子商务的竞争环境越来越激烈。在这样的环境下，企业的网络营销战略决策和实施方案变得尤为重要。如何通过制定正确的网络营销策略，在竞争激烈的电子商务环境中生存下去并取得长期、良性的发展，是时下所有中小企业所共同关注的问题。 D建材零售网站成立于2004年，是一家民营建材电子商务网站，主要创办人员为来自大型外资家居建材行业经验丰富的管理人员。目前，D建材零售网站主要的销售渠道包括企业自主网站、天猫商城的洁具代理品牌直营店及淘宝建材零售店，2013年，，D建材零售网站各渠道的年销售总额达到1700万人民币。虽然D建材零售网站在建材零售上已经取得了一定的成绩，但是随着越来越多的建材企业开始加入到电子商务的队伍中来，D建材零售网站所面临的商业环境和同行竞争压力也与日俱增。在这种竞争激烈的状况下，D建材零售网站的管理层意识到必须要调整目前的营销战略，以保持企业的生命力。虽然企业过去在营销中已经运用了多种有效的方式，包括品牌选择、低价竞争、多平台开设销售渠道、购买淘宝直通车、论坛营销，及开设在线客服提高顾客服务满意度等，但是由于企业在管理、人力资源和资金方面的限制和网络营销经验不足，还有许多不足及需要改进的地方。本文以D建材零售网站为研究对象，综合运用市场营销、网络营销相关理论为理论基础，对D建材零售网站外部、内部环境进行分析，并通过企业的SWOT分析，发现企业在营销方面现存的问题并找到原因。最后，站在管理者的角度，结合分析结果以及笔者的实际经验，探索D建材零售网站行之有效的营销优化策略，帮助其对未来的营销重点认清方向，并制定营销实施方案。本文的研究不但对D建材零售网站的营销具有指导意义，同时对同行业中小企业在从事网络营销时也具有一定的参考价值。希望通过本文抛砖引玉，对建材行业电子商务的网络营销有所借鉴。
[Abstract]:With the rapid development of domestic electronic commerce in recent years, more and more customers transfer their shopping behavior to the Internet. In the 33rd edition of the Statistical report on the Development of China's Internet Network, released in January 2014 by CNNIC, the National Internet Information Center of China indicated that by the end of January 2014, the number of Internet users in China had exceeded 600 million. At the same time, The scale of online shopping reached 300 million people, the usage rate of online shopping rose to nearly 50. To grasp the business opportunities in the Internet is one of the important means for the sustained development of many small and medium-sized enterprises in the current market environment and for breaking through the monopoly of traditional sales channels and obtaining profits. Therefore, more and more small and medium-sized enterprises develop electronic commerce and join the team of network sales, which makes the competition environment of electronic commerce more and more intense. In this environment, the enterprise network marketing strategy decision and implementation plan become particularly important. How to make the correct network marketing strategy, survive in the competitive electronic commerce environment and obtain long-term, benign development, D building materials retail website was established in 2004, is a private building materials e-commerce website, The main founder is from large-scale foreign-funded household building materials industry experienced management staff. At present, the main sales channels of the building materials retail website include the independent website of enterprises, the sanitary ware agency brand direct store and Taobao building materials retail store of Tmall Mall, and the total annual sales volume of each channel of the building materials retail website reaches 17 million RMB in 2013. Although the D building materials retail website has made certain achievements in building materials retailing, However, as more and more building materials enterprises begin to join the ranks of e-commerce, the commercial environment and peer competition pressure of D building materials retailing websites are also increasing day by day. In such a competitive situation, the management of the D building materials retail website realizes that the current marketing strategy must be adjusted to maintain the vitality of the enterprise. Although enterprises have used a variety of effective marketing methods in the past, including brand selection, low price competition, multi-platform sales channels, purchase of Taobao through train, forum marketing, and online customer service to improve customer service satisfaction, etc. However, due to the limitations of management, human resources and funds and the lack of experience in network marketing, there are still many shortcomings and areas for improvement. This paper takes D building materials retail website as the research object, synthetically uses the marketing, the network marketing correlation theory as the theoretical foundation, carries on the analysis to the D building materials retail website external, the internal environment, and through the enterprise SWOT analysis, Find out the existing problems in marketing and find out the reasons. Finally, from the perspective of managers, combined with the analysis results and the author's practical experience, this paper explores the effective marketing optimization strategy of D building materials retail website, helps them to recognize the direction of the future marketing focus, and formulates the marketing implementation plan. The research of this paper not only has the guiding significance to the marketing of the D building materials retail website, but also has certain reference value to the small and medium-sized enterprises of the same industry when engaging in the network marketing. Hope through this paper, to the building materials industry e-commerce network marketing reference.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.92;F724.6

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