郑州万盛纺织公司网络营销渠道构建研究

发布时间：2018-02-09 14:02

本文关键词： 传统营销渠道网络营销渠道 H公司家纺产品　出处：《郑州大学》2015年硕士论文　论文类型：学位论文

【摘要】：传统批发零售实体业长期以来在市场经济发展过程中占据举足轻重的地位。然而,随着信息技术的革新、网络时代的来临,电子商务获得了迅猛的发展,网络营销渠道已经对传统销售渠道产生了巨大冲击力。自从我国在2001入世后,我国企业面临着更激烈的市场竞争。面对如此严峻形势,一些有远见的传统企业开始探索新型的营销渠道模式,以便能高效、互动、实时地满足消费者需求,增加企业的市场份额,从而提升企业的竞争优势。传统批发零售业正处于全新的拐点,如何结合自身传统营销渠道的发展经验,将劣势转化为优势将是企业发展的可行之径,这也是本文研究的出发点。本文以传统批发零售实体业郑州万盛纺织公司(以下简称H公司)的网络营销渠道为研究主题,通过对H公司的现有营销渠道进行分析,找出其存在的不足。从网络营销渠道入手,希望找出公司现有营销渠道的优势及其发展的钳制性因素,以此来构建适合公司发展的网络营销渠道,为公司的持续健康发展提供保障。本文在H公司网络营销渠道的构建过程中,采用了问卷调查的方式对H公司网络营销渠道的现状进行调查,主要将从企业因素、市场因素和行业因素这三个方面入手。通过调查发现H公司网络营销渠道的不足之处,并结合公司发展过程中传统营销渠道存在的问题,进而构建H公司网络营销渠道。运用STP战略分析H公司网络营销市场的细分、目标和定位,认为H公司在营销渠道转型中,应该将其网络营销渠道定位于儿童家纺市场,区分产品购买者和产品体验者的不同消费需求,充分发挥其传统营销渠道积累的优势,突出产品个性化需求,塑造企业网络品牌。最后,本文提出H公司网络营销渠道建设的具体策略,并提供相关的网络营销渠道的管理保障建议。
[Abstract]:The traditional wholesale and retail entity industry has been playing an important role in the development of the market economy for a long time. However, with the innovation of information technology and the advent of the network age, e-commerce has been developing rapidly. The network marketing channel has had a great impact on the traditional marketing channel. Since our country entered the WTO in 2001, the enterprises in our country are facing more fierce market competition. Some far-sighted traditional enterprises have begun to explore new marketing channels so that they can meet the needs of consumers in an efficient, interactive and real-time manner and increase their market share. In order to enhance the competitive advantage of enterprises, the traditional wholesale and retail trade is at a new inflection point, how to combine their own traditional marketing channel development experience, will be the feasible path of enterprise development. This is also the starting point of this study. This paper takes the network marketing channel of traditional wholesale and retail entity Zhengzhou Wansheng Textile Company (hereinafter referred to as H Company) as the research theme, through the analysis of the existing marketing channels of H Company. From the point of view of the network marketing channel, we hope to find out the advantages of the company's existing marketing channel and the restraining factors of its development, so as to construct the network marketing channel suitable for the development of the company. In the course of constructing H company's network marketing channel, this paper adopts questionnaire survey to investigate the current situation of H company's network marketing channel, mainly from enterprise factors. Starting with market factors and industry factors, the author finds out the shortcomings of H Company's network marketing channel through investigation, and combines with the problems existing in the traditional marketing channels in the course of the company's development. Using STP strategy to analyze the subdivision, target and orientation of H company's network marketing market, the author thinks that H company should position its network marketing channel in children's home textile market in the process of marketing channel transformation. Distinguish the different consumption needs of product buyers and product experiencers, give full play to the advantages accumulated by their traditional marketing channels, highlight the individualized demand of products, and shape enterprise network brands. This paper puts forward the concrete strategy of H company's network marketing channel construction, and provides the related network marketing channel management safeguard suggestion.
【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】：F274;F426.81

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