西域香妃基于互联网思维的战略转型研究

发布时间：2018-03-05 08:18

本文选题：互联网思维　切入点：战略转型　出处：《华东理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着网上市场经济规模不断扩大,市场竞争层次逐渐增加,互联网思维应运而生,并迅速席卷各个行业。近年来,水果行业为了更好的适应市场信息化、网络化发展的规律,也在加紧研究步伐向互联网思维方向转型发展,水果行业电子商务不断涌现。“西域香妃”是水果行业内有一定影响力和基础的品牌,然而随着竞争的加剧,该品牌面临着现有营销渠道销售下滑,新渠道开发困难的问题。本文旨在对该品牌如何在网络化营销重大发展机遇面前,利用互联网思维创新,在激烈的竞争中脱颖而出进行研究。本文主要采取文献分析和调查研究的方法。首先,对国内水果行业的现状及竞争态势作出分析。其次利用PEST、SWOT以及波特五力模型等工具对“西域香妃”品牌9年来的发展战略以及现状进行分析,提出“西域香妃”品牌在新战略转型中面临的问题。最后在理论深刻剖析与《问卷调查》研究的基础上为“西域香妃”品牌基于互联网思维的战略转型提出针对性有效的建议,为其战略规划的时效性和完备性做出理论指导。通过本文研究,为“西域香妃”品牌找到转型过程中的内外部障碍,在最大化规避风险,削除障碍的基础上,为“西域香妃”基于互联网思维转型寻求价值定位和市场定位,从而合理有效完成互联网时代的战略转型。
[Abstract]:With the continuous expansion of the scale of the online market economy and the gradual increase of the level of market competition, the thinking of the Internet emerges as the times require, and rapidly engulfs all industries. In recent years, the fruit industry has been developing in order to better adapt to the laws of market informatization and network development. Also stepping up the pace of research to the Internet thinking direction transformation and development, the fruit industry e-commerce continues to emerge. "Xiyu Xiang Fei" is the fruit industry has a certain impact and foundation of the brand, but with the intensification of competition, The brand is faced with the problems of declining sales of existing marketing channels and difficulties in developing new channels. This paper aims at how to make use of the Internet thinking innovation in front of the major development opportunities of network marketing. This paper mainly adopts the methods of literature analysis and investigation. First of all, The current situation and competition situation of domestic fruit industry are analyzed. Secondly, the development strategy and current situation of Xiyu brand in the past 9 years are analyzed by using the tools of pest SWOT and Porter's five Force Model. Finally, on the basis of deep theoretical analysis and questionnaire investigation, the author puts forward some effective suggestions for the strategic transformation of Xiyu brand based on Internet thinking. Through the research of this paper, we find the internal and external obstacles in the process of transition for the brand of "Xiyu Princess", and on the basis of maximizing the risk and removing the obstacles, we can make theoretical guidance for the timeliness and completeness of its strategic planning, and find out the internal and external obstacles in the process of transition for the brand of "Xiyu Princess". Seeking value orientation and market orientation for "Xiyu Princess" based on Internet thinking transformation, so as to reasonably and effectively complete the strategic transformation in the Internet era.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.5;F326.13

【相似文献】