ADL公司网络营销策略研究

发布时间：2018-01-31 00:55

本文关键词： 母婴用品网络营销发展网络营销策略转化率自有品牌　出处：《河北工业大学》2015年硕士论文　论文类型：学位论文

【摘要】：伴随母婴用品行业竞争环境的不断变化、国家生育政策的放松以及网络平台技术飞速更新,不少母婴用品批发零售上不得不将渠道扩张至电子商务平台,进行相关产品的网络营销。母婴用品批发零售商之间已经将战场从线下转移到线上,在互联网平台上母婴用品经销商正进行着白热化的竞争。网络营销策略的实施是影响母婴用品经销商竞争优势的关键,是重中之重。本文研究的是ADL实业有限公司(论文中简单称为ADL公司)对母婴用品的网络营销策略为对象,以市场营销理论、网络营销、公司规划等相关理论为研究基础,对网络营销工具作简要说明,将4P、4C、3R营销策略的有效结合作为ADL公司网络营销策略主要内容。为推进ADL公司母婴用品在电子商务平台获得最大效益,本文根据ADL公司的相关销售数据资料和天猫商城用户的购买评价,进行整理分析,确定ADL公司的发展方向及销售提升的关键点。以提升目前天猫商城ADL公司店铺转化率为重点,分析ADL公司网络营销部门在母婴用品网络销售中的现存问题。根据市场营销理论在电子商务平台的综合运用,研究ADL公司目前这个时期存在的问题,归纳总结出ADL公司母婴用品网络营销策略的改进,综合表现为以提升店铺转化率为中心,在适当时机打造自有品牌等的全员营销的策略。
[Abstract]:With the changing competition environment of maternal and child products industry, the relaxation of national fertility policy and the rapid updating of network platform technology, many maternal and infant supplies wholesale and retail have to expand to e-commerce platform. Online marketing of related products. Wholesale retailers of Maternal and Child supplies have shifted the battlefield from offline to online. On the Internet platform, the distributors of maternal and infant products are in the process of fierce competition. The implementation of network marketing strategy is the key to affect the competitive advantage of the distributors of maternal and child products. This paper studies the network marketing strategy of ADL Industry Co., Ltd. (ADL Company in this paper) for maternal and infant supplies, taking the marketing theory and network marketing as the object. Based on the theory of company planning and other related theories, this paper gives a brief description of the network marketing tools, which will be 4PX 4C. The effective combination of 3R marketing strategy is the main content of ADL company's network marketing strategy. In order to promote the ADL company maternal and infant supplies in the e-commerce platform to obtain the maximum benefit. According to the relevant sales data of ADL company and the purchase evaluation of Tmall user, this paper carries on the analysis. To determine the development direction of ADL company and the key points of sales promotion. In order to improve the current Tmall ADL store conversion rate as the focus. According to the comprehensive application of marketing theory in electronic commerce platform, this paper studies the existing problems of ADL company in this period. This paper summarizes the improvement of ADL company's network marketing strategy of mother and child supplies, which is the overall marketing strategy of promoting the conversion rate of stores and creating its own brand at the appropriate time.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F274

【相似文献】