爱德华护眼灯电商营销策略优化研究

发布时间：2018-11-27 15:21

【摘要】：本文选取深圳爱德华护眼灯公司利用互联网思维成功转型网络营销的案例来探讨传统企业该如何借助互联网工具来实现转型升级进而摆脱目前区域、时间、价格战、产品同质化等诸多困境。深圳爱德华公司作为一家致力于推广中高端产品的企业,历经近十年的精心经营终于实现在中高端护眼灯市场遥遥领先于竞争者的占有率,产品的消费群体也相对稳定。但是,由于其它同行在电子商务平台的快速发展,市场竞争愈来愈激烈,面临着前所未有的挑战,爱德华必须寻找一条创新之路提升自身的内在企业价值。本文针对其营销改革模式展开了分析研究,力图提供一些理论和实践参照。本文主要研究了目前我国护眼灯行业的发展现状,并且对运用传统营销模式来推广护眼灯产品所存在问题进行了深入的探讨,针对传统模式和利用电子商务平台展开营销面临的一系列问题提出了一些应对措施;此外,基于爱德华企业制定的发展规划,分析目前企业在市场的竞争力,并指出了该企业所处的外界环境包括政治、经济以及社会环境,对竞争对手的优势和劣势展开了深入的分析;并且运用SWOT矩阵工具分析了爱德华企业的竞争优势与不足。最后对以上情况进行分析总结,提出了适用于爱德华企业的电子商务营销模式,即在充分利用传统营销模式优势的同时再结合电子商务平台,不断拓展电子商务领域的影响力,以提高爱德华企业的知名度和影响力,进而提升自身整体的竞争力。本文依据爱德华企业所实施的电子商务发展战略,运用SWOT矩阵工具,为爱德华企业提出了适用于自身的营销策略,该策略结合电子商务平台组合了产品的促销方式、定价方法、网站宣传和广告等手段,并就不同策略的实施制定了相应的实施方案。
[Abstract]:This article selects the case of Shenzhen Edward Eyelight Company to use Internet thinking to successfully transform network marketing to explore how traditional enterprises can use Internet tools to realize transformation and upgrade and get rid of the current regional, time and price wars. Product homogenization and many other difficulties. Shenzhen Edward Company as a company committed to promoting high-end products, after nearly a decade of careful management finally achieved in the high-end eyelight market far ahead of competitors share, the product consumer group is also relatively stable. However, due to the rapid development of other peers in e-commerce platform, the market competition is becoming more and more fierce, facing unprecedented challenges, Edward must find an innovative way to enhance their internal enterprise value. This paper analyzes its marketing reform mode and tries to provide some theoretical and practical references. This paper mainly studies the current situation of the development of the eye protection lamp industry in our country, and probes into the problems existing in the application of the traditional marketing mode to popularize the eye protection lamp products. Aiming at the traditional mode and a series of problems that the E-commerce platform is faced with, some countermeasures are put forward. In addition, based on the development plan drawn up by Edward Enterprise, this paper analyzes the current competitiveness of the enterprise in the market, and points out that the external environment of the enterprise includes political, economic and social environment. The advantages and disadvantages of competitors are analyzed deeply. And the SWOT matrix tool is used to analyze the competitive advantages and disadvantages of Edward enterprises. Finally, this paper analyzes and summarizes the above situation, and puts forward the E-commerce marketing model suitable for Edward enterprise, that is, to make full use of the advantages of the traditional marketing mode and combine with the e-commerce platform to continuously expand the influence in the field of e-commerce. In order to enhance the reputation and influence of Edward enterprises, and then enhance their overall competitiveness. According to the development strategy of electronic commerce carried out by Edward enterprise, this paper puts forward the marketing strategy suitable for Edward enterprise by using SWOT matrix tool. This strategy combines the promotion mode and pricing method of product with e-commerce platform. Website publicity and advertising and other means, and the implementation of different strategies to formulate the corresponding implementation plan.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F426.6

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