移动互联网时代的企业跨渠道整合营销的研究

发布时间：2018-01-17 14:42

本文关键词：移动互联网时代的企业跨渠道整合营销的研究　出处：《北京交通大学》2015年硕士论文　论文类型：学位论文

【摘要】：如今我们身处移动互联网蓬勃发展的时代,移动互联网技术的兴起带给客户的移动化、便捷的购物方式,而随之而来,带给企业的是全时段、全渠道、个性化、碎片化的客户行为变化和海量数据化的挑战。智能手机的普及使得移动互联网的影响力远大于,也快于传统互联网,面对日益严重的市场挑战,企业跨渠道整合营销的步伐不得不加快。此前大量的文献谈到多渠道或跨渠道时,更多探讨的是前端“获客”的过程,如何建立品牌一致性,整合营销传播等,谈到移动互联网时更多谈论的都是如何通过移动终端制胜,很少从企业后端整合角度分析如何提升客户一致性体验,不断提升客户感知价值,最终实现企业价值。本文是一次新的探索,主要进行了一下研究工作： (1)综述移动互联网、跨渠道、渠道整合、跨渠道整合营销基础理论及国内外研究和应用现状。(2)基于客户价值链理论对企业跨渠道整合营销的购买、执行和支持服务的感知价值形成过程进行分析,形成企业跨渠道整合营销客户价值链。由于企业是客户消费过程中历经的价值增值环节的服务提供者,因此对应于上述客户价值链分析结果,形成对应于客户消费行为的企业跨渠道整合营销过程,以及对应的企业提供的服务。(3)分析了企业价值、客户感知价值和客户体验的关系,确定了客户体验驱动的企业跨渠道整合营销过程,基于客户体验生命旅程分析了企业跨渠道整合营销过程中客户体验的影响因素。(4)对移动化联网时代的企业跨渠道整合营销的影响因素分析的基础之上,提出了利用客户感知价值模型解决移动化联网时代的企业跨渠道整合营销的模型,并提出了总体策略,建议从简化渠道入口,实现跨渠道访问一致性；实现线上线下业务协同,实现跨渠道业务协同性；完成企业生态信息共享,实现跨渠道数据共享性的角度提升客户体验。(5)以京东为案例进行研究,通过介绍其业务发展,以及如何通过简化渠道入口,线上线下业务协同,企业生态信息共享,建立以物流配送和客户服务为核心的竞争力,逐步在市场中占据一席之地,并取得快速发展。本论文在查阅大量资料文献的基础之上,结合多年的企业需求调研和信息化经验,对于移动互联网时代的企业跨渠道整合营销进行了探索性的研究。提供的总体策略对于企业为客户提供一致性的体验旅程,提升客户感知利得,进而实现企业价值提升,增进企业竞争力具有重要的意义。
[Abstract]:Now we are in the era of the vigorous development of the mobile Internet, the rise of mobile Internet technology to bring customers mobile, convenient shopping methods, and with it, bring enterprises a full period of time, all channels, personalized. Fragmentation of customer behavior and the challenge of mass data. The popularity of smart phones makes the influence of mobile Internet far greater than traditional Internet, facing increasingly serious market challenges. Enterprise cross-channel integration of marketing has to speed up the pace. Before a large number of literature on the multi-channel or cross-channel, more to explore the front-end "customer" process, how to establish brand consistency, integrated marketing communication and so on. When talking about mobile Internet, more talk about how to win through mobile terminals, rarely from the perspective of enterprise back-end integration analysis of how to enhance customer consistency experience, constantly improve customer perceived value. Finally realize the enterprise value. This article is a new exploration, mainly carries on the research work: Review mobile Internet, cross-channel, channel integration, cross-channel integration marketing basic theory and domestic and foreign research and application status. 2) based on customer value chain theory to enterprise cross-channel integrated marketing purchase. The process of implementing and supporting the perceived value formation of the service is analyzed to form a cross-channel integrated marketing customer value chain because the enterprise is the service provider of the value added link in the process of customer consumption. Therefore, corresponding to the above customer value chain analysis results, the formation of cross-channel integrated marketing process corresponding to customer consumption behavior, as well as the corresponding services provided by enterprises, analyzes the enterprise value. The relationship between customer perceived value and customer experience determines the enterprise cross-channel integrated marketing process driven by customer experience. Based on the life journey of customer experience, this paper analyzes the influencing factors of customer experience in the process of enterprise cross-channel integrated marketing. (4) on the basis of the analysis of influencing factors of enterprise cross-channel integrated marketing in the era of mobile networking. This paper puts forward the model of enterprise cross-channel integration marketing in the era of mobile networking by using customer perceived value model, and puts forward the overall strategy, and proposes to simplify the channel entrance and realize the consistency of cross-channel access. To realize the cooperation between on-line and offline services, and to realize the cross-channel business coordination; To complete the enterprise ecological information sharing, to achieve cross-channel data sharing perspective to enhance customer experience. 5) take JingDong as a case study, through the introduction of its business development, and how to simplify the channel entrance. Online and offline business cooperation, enterprise ecological information sharing, the establishment of logistics distribution and customer service as the core of the competitiveness, gradually occupy a place in the market, and achieved rapid development. On the basis of consulting a large number of documents, this paper combines many years of enterprise demand research and information experience. For the mobile Internet era of enterprise cross-channel integrated marketing for exploratory research. The overall strategy for enterprises to provide consistent experience for customers to enhance customer perception gain. Therefore, it is of great significance to enhance the value of enterprises and enhance the competitiveness of enterprises.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

【参考文献】