大商集团“全渠道业务”营销策略研究

发布时间：2018-01-15 07:30

本文关键词：大商集团“全渠道业务”营销策略研究　出处：《郑州大学》2015年硕士论文　论文类型：学位论文

【摘要】：从基于PC机的互联网到基于手机的移动网,是一场巨大的革命。顾客变了,竞争者变了,合作伙伴也变了,企业的营销也必须变革。怎样把电子商务与传统渠道有机结合?怎样创新多渠道的经营模式,进行线上线下资源的统一调配,实现经营效益的最大化?本文以大商天狗网的转型案例为基点进行研究和分析,以期为传统企业管理者们提供一些借鉴和思路。2015年是大商天狗网的效益年和平台年,大商集团百货、超市实体店+大商天狗网的全渠道业务营销模式初步建成。这种全渠道营销模式可以最大范围地整合资源,减少内部因渠道管理问题产生的内耗。当传统渠道和电商渠道发生碰撞时,线上和线下利益的冲突凸显,为了解决这一冲突,需要对现有渠道进行改革,包括商业模式的改革,品牌管理的改革,进行单品化管理。本文通过大商全渠道业务的定义,结合全渠道业务的宏观营销环境,对大商全渠道业务目标市场做了详细的分类,对全渠道营销策略做了深刻的剖析。认为大商集团依托遍布全国线下200多家门店开拓电商渠道能创新销售模式,让电子商务的个性化、数据化、虚拟化最终转化为销量的增加。但同时新型的销售模式还处于探索阶段,除了占比小,不确定性强以外,它还会吞噬大商集团传统业务的优势和利润,也面临其他电商巨头和新型跨境贸易的竞争。我们需要找准目标用户的需求痛点,引导消费者消费习惯的转变再造线下商业模式。大商集团天狗网的研究,有助于帮助我国其它百货零售企业调整和创新市场营销策略,不断发展壮大。
[Abstract]:From the PC-based Internet to the mobile-based mobile network, it is a huge revolution. Customers have changed, competitors have changed, and partners have changed. The marketing of the enterprise must also change. How to combine the electronic commerce with the traditional channel organically? How to innovate the management mode of multi-channel, carry on the unified allocation of the resources up and down the line, realize the maximization of the management benefit? This paper studies and analyzes the transformation case of Tiandog net in order to provide some reference and train of thought for the managers of traditional enterprises. 2015 is the benefit year and platform year of the great business Tiandog net. Large business group department stores, supermarket stores, large business Tiandog net of the initial completion of the full channel business marketing model. This full channel marketing model can maximize the integration of resources. Reduce internal friction caused by channel management problems. When traditional channels and e-commerce channels collide, online and offline interests conflict highlights, in order to resolve this conflict, we need to reform the existing channels. Including the reform of business model, the reform of brand management, the management of individual products. This paper combines the macro marketing environment of the whole channel business through the definition of the big business and the whole channel business. This paper makes a detailed classification of the target market of the big business all channel business. This paper makes a profound analysis of the marketing strategy of the whole channel. It thinks that the large business group can innovate the sales mode and make the electronic commerce individualized and digitalized by relying on more than 200 stores all over the country to open up the e-commerce channel. Virtualization eventually translates into an increase in sales. But at the same time, the new sales model is still in the exploration stage, in addition to the small proportion and strong uncertainty, it will also eat up the advantages and profits of the traditional business of big business groups. We also face competition from other ecommerce giants and new cross-border trade. We need to find the pain point of the demand of the target users and guide consumers to change their consumption habits and reengineer the offline business model. It helps other retail enterprises to adjust and innovate their marketing strategies.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F274

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