随尔贸易公司网络营销策略研究

发布时间：2018-02-04 06:16

本文关键词： 随尔贸易公司互联网网络营销推广策略评估策略　出处：《湖南大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着社会消费水平的日益提高,快速消费品行业竞争激烈并日趋白热化。内衣行业作为快速消费品领域的一个分支,在市场中发挥了它越来越重要的地位并且成为最有潜力的发展对象之一。随尔贸易有限公司作为一家专注于内衣产品研发,生产与销售的高科技企业,针对我国内衣市场长期使用化学纤维,对女性造成危害的情况,采用一系列自然绿色原材料,在款式,价格,原材料方面赢得消费者青睐,销售网点遍及全球六大洲,但也存在产品知名度不高,营销策略不完善,促销方法单一,直销模式耗时费力,客户服务不成熟等问题。本文首先分析随尔公司的营销现状,进而指出随尔贸易公司在网络营销方面存在的主要问题对网络营销认识不到位、价格较淘宝同行业稍高、缺少网络营销专门人才、促销手段不多、缺乏有效的网络营销绩效评价。其次,结合产品特点,着重对网络营销的外部环境以及政治、经济、社会因素进行分析。通过对信息技术,政治因素,社会因素,市场因素的分析,可提高随尔公司的自身发展需要,加强在内衣行业中的竞争力,并且随尔公司的企业内在环境与外在环境都已成熟,具备发展网络营销的实力。再次,对随尔公司网络营销继续SWOT分析,确定随尔贸易公司的营销管理目标与系统目标,确立网站主要目标用户群,便于网站建设以及后期推广与运营。在此基础上,设计随尔贸易公司网络营销策略,设计网络营销系统优化策略、网络推广策略和网络营销4P策略。最后,探讨随尔贸易公司网络营销策略实施情况。通过对随尔公司的网络营销策略的研究和分析,制定行之可效的网络营销策略,从而提升随尔公司的影响力和核心竞争力,增加销售收入,降低营销投入。本研究对指导随尔公司开展网络营销实践具有重要的意义。
[Abstract]:With the increasing level of social consumption, the fast moving consumer goods industry is becoming more and more competitive. Underwear industry as a branch of fast moving consumer goods. In the market has played an increasingly important role and become one of the most potential development object. As a high-tech company focusing on the research and development, production and sales of underwear products. Aiming at the situation that chemical fiber is used in our underwear market for a long time, which is harmful to women, a series of natural green raw materials are adopted to win the favor of consumers in terms of style, price and raw materials. Sales outlets throughout the world six continents, but there are also product awareness is not high, marketing strategy is not perfect, promotion method is single, direct selling model time-consuming and laborious. This paper first analyzes the marketing situation of the company, and then points out that the main problems in the network marketing of the company is not in place. The price is a little higher than Taobao industry, lack of network marketing professionals, promotion means are not many, lack of effective network marketing performance evaluation. Secondly, combined with the characteristics of products, focus on the external environment of network marketing and politics. Through the analysis of information technology, political factors, social factors and market factors, we can improve the needs of the company's own development and strengthen its competitiveness in the underwear industry. And the internal and external environment of the company has matured and has the strength to develop the network marketing. Thirdly, the SWOT analysis of the network marketing of the company continues. To determine the marketing management objectives and system objectives of Mercer Trading Company, to establish the main target users of the website, to facilitate the website construction and later promotion and operation. On this basis, design the network marketing strategy of Mercer Trading Company. Design network marketing system optimization strategy, network promotion strategy and network marketing 4p strategy. Finally. Through the research and analysis of the network marketing strategy of the company, we can make the effective network marketing strategy. In order to enhance the influence and core competitiveness of the company, increase sales revenue, reduce marketing investment. This study has important significance to guide the company to carry out network marketing practice.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.86

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