柬埔寨TEM贸易公司的数字营销战略研究

发布时间：2021-01-17 15:40

　　数字化营销策略是一种创新的营销理念,它使柬埔寨的实施计划在很好的营销环境中不断进步。针对柬埔寨电子营销增长迅速现状的难得的机会,本论文以“TEM贸易有限公司数字化营销策略研究”为主题,研究破坏性数字营销的概况。然而,研究需要在适当的学术论文中以七个章节来说明以下每一个概念的研究,使研究论文变得更有用更有意义。本文的主要目的是针对破坏性的数字营销策略在销售增长的观点。主要有三个问题,首先是“是如何”和“是什么”。第一个问题是“数字营销如何对服务或产品产生破坏性影响?”“目的是在公司经营时如何影响数字营销。第二个问题是“实施数字化营销战略的关键组成部分是什么?”这意味着在整个论文的各个部分都要分析哪些策略的使用性。第三个问题是“公司是如何经营管理的?”“公司使用什么技术来管理运营?”主要研究地点就是柬埔寨金边市的TEM贸易有限公司。公司目前正在实行数字化营销。下面的分析结果主要集中在营销的两个方面,包括数字营销和线下营销。本文的分析采用了PESTEL和TOWS分析法对公司的分析案例进行了解释。理论框架就是一个有助于解决方案的主要因素包含Accenture 4R个性化模型,SOSTAC?规划... 

【文章来源】：上海外国语大学上海市 211工程院校 教育部直属院校

【文章页数】：136 页

【学位级别】：硕士

【文章目录】：
Acknowledgements
摘要
Abstract
Chapter One Introduction
    1.1 Research Background, Purpose and Significance
        1.1.1 Research Background
        1.1.2 Research Purpose
        1.1.3 Research Significance
    1.2 Domestic and Foreign Literature Review on Similar Topics
        1.2.1 Local Literature Review
        1.2.2 Foreign Literature Review
    1.3 Research Content and Questions
        1.3.1 Research Questions
        1.3.2 Research Structure
    1.4 Research Methodologies and Innovation
        1.4.1 Research Methodologies
        1.4.2 Innovations
Chapter Two Theoretical Framework
    2.1 Accenture 4R Personalization Model
        2.1.1 Recognize
        2.1.2 Remember
        2.1.3 Recommend
        2.1.4 Relevance
    2.2 SOSTAC? Planning Model
        2.2.1 Situation analysis
        2.2.2 Objectives
        2.2.3 Strategy
        2.2.4 Tactics
        2.2.5 Actions
        2.2.6 Controls
    2.3 Digital Marketing Strategy
        2.3.1 Web Site Marketing
        2.3.2 Search Engine Marketing （SEM）
        2.3.3 Social Media Marketing
        2.3.4 Content Marketing
        2.3.5 E-mail Marketing
        2.3.6 Mobile Marketing
        2.3.7 Display Marketing
Chapter Three Business Environment Analysis
    3.1 External Environmental Analysis （PESTEL Analysis）
        3.1.1 Political Factors
        3.1.2 Economic Factors
        3.1.3 Social Factors
        3.1.4 Technological Factors
        3.1.5 Environmental Factors
        3.1.6 Legal Factors
    3.2 Internal Environment Analysis （TOWS Matrix Analysis）
        3.2.1 Strengths-Opportunities Strategic options （SO）
        3.2.2 Strengths-Threats Strategic options （ST）
        3.2.3 Weaknesses-Opportunities Strategic options （WO）
        3.2.4 Weaknesses-Threats Strategic options （WT）
Chapter Four The status and the problem of digital marketing strategy
    4.1 Status of the company
    4.2 The existing problems of digital marketing strategy
        4.2.1 Deficient customer interaction to digital marketing
        4.2.2 Inadequate control on website and social media page
        4.2.3 Low efficiency of social media
    4.3 Cause Analysis
        4.3.1 Inadequate actions of customer relationship management
        4.3.2 None-systematic database
        4.3.3 Improper evaluation method on Social Media
Chapter Five Solutions of Digital Marketing Strategy
    5.1 Customer Management Strategy
        5.1.1 Customer after Sale Service Strategy
        5.1.2 Customer Purchasing Service Strategy
        5.1.3 Pull and Push systems
    5.2 Creative Contents Strategy
        5.2.1 Search Engine Marketing
        5.2.2 Social Media Marketing
        5.2.3 Marketing Automation
    5.3 Channel Strategy
        5.3.1 Display Strategy
        5.3.2 Distribution Strategy
        5.3.3 Determining Channel Strategy
Chapter Six Implementation Plans of Digital Marketing Strategy
    6.1 Employees Support
        6.1.1 Staff Management
        6.1.2 Customer Relationship Management
        6.1.3 Supply chain Management
    6.2 Operational Management Support
        6.2.1 Financial Support
        6.2.2 Organizational Structure Optimization
        6.2.3 Management System Improvement
    6.3 Technologies Support
        6.3.1 Network Support
        6.3.2 Database Support
        6.3.3 Demand Forecast
Chapter Seven Conclusion
    7.1 Conclusions
    7.2 Research Limitations
    7.3 Direction for Further Research
References



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