B2C电子商务公司精准营销策略研究

发布时间：2018-01-05 17:00

本文关键词：B2C电子商务公司精准营销策略研究　出处：《江西财经大学》2016年硕士论文　论文类型：学位论文

更多相关文章： 三只松鼠 精准营销 B2C 电子商务

【摘要】：在信息技术飞速发展的时代,电子商务也随之飞速发展,并按照交易的对象的不同产生了多种模式,其中包括B2C、C2C、B2B模式等。而电子商务发展至今,尤以B2C电子商务的数量与规模为各电子商务模式之最。在电子商务模式下,传统营销逐渐不能适应时代发展潮流,电子商务公司越来越需要低成本、高效益、可衡量的精准营销策略,而精准营销也不断在越来越多的电子商务公司得到了应用。本文首先通过对精准营销理论的梳理,综合分析了精准营销的内涵与外延,阐述了精准营销的特征;其次,将精准营销理论结合电子商务,探讨了基于电子商务平台的精准营销的特点,特别是对基于B2C平台的精准营销策略的实施途径进行了理论论述,认为B2C电子商务公司精准营销的主要途径有基于搜索引擎的精准营销、基于社会化媒体的精准营销、基于精准营销系统的精准营销、基于云计算的精准营销和基于定制的精准营销,并探讨了通过这些途径实施精准营销策略的具体措施和作用;再次,以三只松鼠电子商务公司精准营销案例为主要线索,分析了三只松鼠营销策略中实施精准营销的成功经验等;最后,利用精准营销理论作为指导,结合三只松鼠精准营销案例对B2C电子商务公司精准营销策略的实施提炼了一些启示。
[Abstract]:In the era of rapid development of information technology, electronic commerce has also developed rapidly, and according to the different objects of transaction, there are many modes, including B2CU C2C. B2B model and so on. But the development of e-commerce up to now, especially the number and scale of B2C e-commerce is the most. Under the e-commerce model, traditional marketing gradually can not adapt to the trend of development of the times. E-commerce companies increasingly need low-cost, cost-effective, measurable precision marketing strategies. Precision marketing has been used in more and more e-commerce companies. Firstly, through combing the theory of precision marketing, the connotation and extension of precision marketing are comprehensively analyzed, and the characteristics of precision marketing are expounded. Secondly, combining the theory of precision marketing with electronic commerce, this paper discusses the characteristics of precision marketing based on e-commerce platform, especially discusses the implementation approach of precision marketing strategy based on B2C platform. It is believed that the main ways of precision marketing in B2C e-commerce company are precision marketing based on search engine, precision marketing based on social media and precision marketing based on precision marketing system. The precision marketing based on cloud computing and the precision marketing based on customization are discussed, and the specific measures and functions of implementing precision marketing strategy through these ways are discussed. Thirdly, the paper analyzes the successful experience of implementing precision marketing in the marketing strategy of three squirrels, taking the case of precision marketing of three squirrels as the main clue. Finally, under the guidance of precision marketing theory, combined with three squirrel precision marketing cases, B2C e-commerce company precision marketing strategy of the implementation of some enlightenment.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F274

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