H公司AOB品牌网络营销策略研究

发布时间：2018-12-16 23:12

【摘要】：在互联网飞速发展的今天,国内外经济环境的巨大变化,新的技术变革与创新对传统产业的发展产生了巨大的影响。以出口业务主为的传统制造行业将真正面临沧桑巨变的市场环境,出口业绩严重下滑,遇到了前所未有的挑战和颠覆。为此,企业在生存的压力下,不得不转型,纷纷转向了网络营销,努力打开国内外的终端客户市场。本文以H公司为研究对象,了解H公司整体状况,深入分析H公司的AOB品牌网络营销现状,结合当前的行业环境,运用理论知识,找出一条适合H公司AOB品牌的网络营销策略。本文首先对H公司的背景进行全面了解,包括公司的管理现状及营销现状,找出AOB品牌网络营销当前存在的重点问题。其次,根据H公司的行业特征进行有针对性的宏观环境分析及行业竞争结构分析,结合H公司内部现状,整理归纳出H公司网络营销的SWOT分析,利用SWOT工具制作出SO、WO、ST和WT战略。然后,针对网络消费者的行为进行研究分析,包括行为特征、购买过程及问卷调查的方法进行针对性的行为分析。最后根据前几章节的分析结果,通过STP方法,对市场细分、评估与选择,制定出H公司的营销战略及具体的网络营销策略,并给出营销策略的保障措施,包括组织架构的调整、管理制度的优化与人才的培养。希望通过本文的研究能给H公司解决网络营销问题,同时给行业内类似的企业带来一定的参考与启发。
[Abstract]:With the rapid development of the Internet, the economic environment at home and abroad has changed greatly, and new technological changes and innovations have had a great impact on the development of traditional industries. The traditional manufacturing industry, which is dominated by export business, will really face the vicissitudes of the market environment, export performance has fallen seriously, encountered unprecedented challenges and subversion. Therefore, under the pressure of survival, enterprises have to transform, turn to network marketing, and try to open the end customer market at home and abroad. This article takes H company as the research object, understands the H company overall situation, deeply analyzes the H company AOB brand network marketing present situation, unifies the present industry environment, uses the theory knowledge, finds out a suitable H company AOB brand network marketing strategy. In this paper, the background of H Company, including the current management and marketing situation of the company, to find out the current AOB brand network marketing problems. Secondly, according to the industry characteristics of H Company, the author analyzes the macro environment and the competition structure of the industry. Combined with the internal situation of H Company, the author sums up the SWOT analysis of H Company's network marketing, and makes SO,WO, with SWOT tools. ST and WT strategy. Then, the behavior of online consumers is analyzed, including behavior characteristics, purchase process and questionnaire survey. Finally, according to the analysis results of the previous chapters, through the STP method, market segmentation, evaluation and selection, the H company's marketing strategy and specific network marketing strategy are formulated, and the safeguard measures of the marketing strategy, including the adjustment of the organizational structure, are given. The optimization of management system and the cultivation of talents. It is hoped that the research in this paper can give H Company a solution to the problem of network marketing, and at the same time bring some reference and inspiration to similar enterprises in the industry.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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