冠联空压机公司网络营销策略优化研究

发布时间：2018-04-05 07:22

本文选题：策略优化　切入点：网络营销　出处：《上海外国语大学》2017年硕士论文

【摘要】：虽然本文中提到的网络营销概念和实际操作在我国起步都相对比较晚,但由于其具有准入门槛低、推广效明果明显、费用低廉等特点得到了广大企业尤其是中小企业的青睐,所以发展非常迅速。空气压缩机,简称空压机,由于其提供的空气动力基本覆盖了所有领域,所以其发展前景广阔。中国经济的飞速发展给国内的空压机行业带来了前所未有的机遇,很多企业借助网络营销纷纷转行进入这个行业,也取得了成功。如今经济发展从高速增长期进入了低迷期,面临订单减少、客户流失,很多企业都开始反思自身在网络营销中存在的困惑或者问题,都希望可以通过调整网络营销策略开发出潜在客户、减少客户流失从而实现公司在经济危机时期的平稳过渡,也为后期的发展积蓄力量。作为广大中小空压机企业中的一员,本人所在的冠联空压机公司自从2013年以来也开始面对同样的网络营销策略问题,所以本次研究以冠联空压机公司作为研究对象,通过文献查找法、数据整理归纳法和调查访谈法分析总结冠联公司的实际并结合网络营销相关理论知识分析冠联公司的网络营销现状,然后对其目前的网络营销内外部环境进行客观全面的分析从而找出问题,接着针对问题从产品、价格、渠道和促销四个方面提出系统性、可操作性的网络营销策略优化解决方法。最后,为了保证方案的有效实施,从公司架构和资源配置等方面提出了保障措施。本次研究之后,期望可以将其运用到冠联公司的网络营销实际运作中,以实现公司健康稳定的可持续性发展的战略目标。同时,也希望本次研究可以为同行业甚至是各行各业的中小企业提供一定的借鉴性。
[Abstract]:Although the concept and practical operation of network marketing mentioned in this paper started relatively late in our country, because of its low entry threshold, obvious promotion effect, low cost and so on, it has been favored by the majority of enterprises, especially small and medium-sized enterprises.So the development is very rapid.Air compressor, because of its aerodynamic power covering almost all fields, has a bright future.The rapid development of China's economy has brought unprecedented opportunities to the domestic air compressor industry, and many enterprises have switched to this industry with the help of network marketing, and have also achieved success.Now that the economic development has entered a downturn period from the period of rapid growth, facing the decline of orders and the loss of customers, many enterprises are beginning to reflect on their own confusion or problems in network marketing.It is hoped that the potential customers can be developed by adjusting the network marketing strategy to reduce the loss of customers so as to realize the smooth transition of the company during the economic crisis and also to save the strength for the later development.As a member of small and medium-sized air compressor enterprises, my company has been facing the same problem of network marketing strategy since 2013, so this study takes Crown Union Air Compressor Company as the research object.Through the methods of literature search, data collation and induction and investigation and interview, this paper analyzes and summarizes the actual situation of the company and analyzes the current situation of the network marketing of the company in combination with the relevant theoretical knowledge of network marketing.Then it makes an objective and comprehensive analysis of its current internal and external environment of network marketing in order to find out the problems, and then puts forward a systematic analysis of the problems from four aspects: product, price, channel and promotion.Operable network marketing strategy optimization solution.Finally, in order to ensure the effective implementation of the scheme, the company structure and resource allocation are put forward.After this study, it is expected that it can be applied to the network marketing practice of Crown Alliance Company in order to realize the strategic goal of healthy and stable sustainable development of the company.At the same time, I also hope that this study can provide some reference for SMEs in the same industry or even various industries.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.4

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