百宏公司市场营销策略研究

发布时间：2018-06-20 16:18

本文选题：百宏公司 + 数据库营销　；参考：《华侨大学》2015年硕士论文

【摘要】：随着互联网的迅速发展,大数据时代应运而生,海量数据的获得、分析是现在学术界关注的重点。在大数据时代下,所得到的海量数据需要通过数据挖掘方法进行处理,从中得到有价值的信息,进而对市场进行更精准的分析和客户的信息进行及时更新,最终使市场营销策略在数据的支撑下更加准确、迅速。基于大数据的营销战略是目前营销界的前沿理论,其以客户为主的营销理念将是企业提升竞争力的最优选择。本文首先基于大数据时代背景,对百宏公司经营状况、营销状况及存在营销问题的分析,指出由于公司产品结构单一,关系数据库管理不完善,客户管理不充分,与客户沟通不及时,面临公司潜在客户流失的危险。其次,利用数据库资源从理论上对百宏公司客户进行细分,以客户价值和客户忠诚度为切入点,通过建立客户二维细分模型,将客户分为六种类型,即低价值观望客户、低价值稳定客户、低价值战略客户、潜能价值客户、稳定价值客户、战略联盟客户。然后对不同客户群采取差异化营销策略。最后结合百宏公司的经营环境,从产品策略、价格策略、渠道策略和促销策略四个方面,分别对公司的营销策略进行精细化分析。为了更好地贯彻所提出的营销策略,本文提出对百宏公司营销策略的实施保障,其主要包括优化组织结构体系和加强营销团队的建设。同时本文对百宏公司营销策略的研究,将会对其他聚纤企业起到一定的指导意义。
[Abstract]:With the rapid development of the Internet, the era of big data emerged as the times require, the acquisition of massive data, analysis is the focus of academic attention. In the era of big data, the massive data need to be processed by data mining method to get valuable information, and then more accurate analysis of the market and timely updating of customer information. Finally, the marketing strategy is more accurate and rapid under the support of the data. The marketing strategy based on big data is the frontier theory in the marketing field at present, and its customer-oriented marketing concept will be the best choice for enterprises to enhance their competitiveness. Based on the background of the big data era, this paper analyzes the operating situation, marketing situation and marketing problems of Baihong Company, and points out that the company's product structure is single, the relational database management is not perfect, and the customer management is not sufficient. Communication with customers is not timely, facing the risk of loss of potential customers. Secondly, using database resources to subdivide the customers of Baihong Company in theory, taking customer value and customer loyalty as the breakthrough point, the customer is divided into six types by establishing a two-dimensional customer segmentation model, that is, low value expectation customer. Low value stable customer, low value strategic customer, potential value customer, stable value customer, strategic alliance customer. Then different customer groups to take a differentiated marketing strategy. Finally, combining the business environment of Baihong Company, this paper makes a detailed analysis of the company's marketing strategy from four aspects: product strategy, price strategy, channel strategy and promotion strategy. In order to carry out the proposed marketing strategy better, this paper puts forward the implementation guarantee of Baihong company's marketing strategy, which mainly includes optimizing the organizational structure system and strengthening the construction of marketing team. At the same time, the research on the marketing strategy of Baihong will play a guiding role in other fiber enterprises.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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