GA童装公司线上营销策略研究

发布时间：2018-03-07 18:51

本文选题：线上营销　切入点：整合营销　出处：《华东理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：根据全国第六次人口普查数据显示,我国0-14岁儿童在2.2亿,由此形成我国庞大的童装消费群体,童装市场具有极大的开拓潜力。中国已成为继美国之后全球第二大婴童用品消费大国,童装市场广阔。随着移动互联网生活走入千家万户,人们的沟通方式发生了非常大的变化,过去的童装消费全部都集中在线下,但随着4G生活的到来,GA公司发现,线上的销售将会大于线下的销售。发展线上营销就成了GA公司的研究重点。GA童装公司2015年在线上营销的尝试,可以说并不成功。线上影响的目标、市场定位以及广告计划都没有,而是招来一名员工,直接设立一个淘宝店铺,发帖引流,再用朋友圈不断推送广告,和目前线上营销火爆的场景形成了对立。本文通过线上营销平台的研究入手,在充分了解线上营销平台的优劣势后,大胆以线上营销的视角来做SWOT战略分析模型,同时结合整合营销的方法,得出线上营销改进方案：一、通过微信、微博等线上平台联动,同时增强产品更新,提升竞争力。二、通过线上营销整合,提升客户辨识度和访问率。三、通过线上合作等方式,进行产品线整合(又称平台战略),让线上平台的数据可以更好的发挥作用。四、通过技术实现在线试衣功能,从而大大增强线上访问率和辨识率。
[Abstract]:According to the data from 6th national censuses, the number of children aged 0-14 in China is 220 million, thus forming a large group of children's clothing consumers in our country. Children's wear market has great potential. China has become the world's second largest consumer of baby products after the United States, children's wear market is vast. With the mobile Internet life into thousands of households, The way people communicate has changed a lot. In the past, all children's clothing consumption was concentrated off the line, but with the arrival of 4G life, GA found, Online sales will be larger than offline sales. Developing online marketing has become the focus of GA's research. GA childrenwear's online marketing attempt in 2015 has not been successful. There is no market orientation or advertising plan. Instead, an employee is recruited to set up a Taobao shop directly, post and drain, and then use Moments to push the advertisement. This paper begins with the research of online marketing platform, and after fully understanding the advantages and disadvantages of online marketing platform, makes a strategic analysis model of SWOT from the perspective of online marketing. At the same time, combined with the method of integrated marketing, we have put forward online marketing improvement schemes: first, through the online platform linkage, such as WeChat, Weibo, etc., at the same time, we can enhance the product update and enhance the competitiveness. Second, through the online marketing integration, Third, through online cooperation, product line integration (also known as platform strategy, so that the online platform data can play a better role. 4, through technology to achieve online fitting function, Thus, the online access rate and identification rate are greatly enhanced.
【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】：F724.6;F274;F426.86

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