LOP珠宝公司电子商务营销策略优化研究

发布时间：2018-02-06 04:22

本文关键词： 珠宝电子商务营销策略优化电商大数据　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：电子商务的发展势不可挡,传统企业纷纷走到线上。2016年11月11日24时,“双十一”网购狂欢节支付宝交易额突破1207亿,创下空前记录。在电商的大潮下,珠宝作为价值较高,体验需求较强的品类也保持着强劲的发展势头。作为珠宝产业大国,国内的珠宝电子商务发展还处于不完全充分状态,电子商务零售的产值占整个珠宝零售产业的比重还很低。笔者所在的LOP公司作为一家新进入珠宝电商市场的品牌企业,面临着如何以合适的策略在竞争激烈的市场上取得一席之地的营销策略选择及优化问题。笔者最终通过黑珍珠这一细分市场的选择,以精细化的细分战略,建立相对的市场优势。希望通过本文的分析与总结,将笔者的营销优化构想落实到具体项目的实践操作中,给后来者以参考和借鉴。本文理论结合实际,以LOP公司的实际案例进行了电子商务营销策略的优化路径分析。第一章,就本文的研究背景、研究问题进行了介绍,并就研究的内容、方法,尤其是数据的来源做了情况介绍。本文重点采用了LOP公司自身的电商平台经营数据为依托进行实践研究。第二章,本章就珠宝电子商务营销策划近年来的研究文献进行了综述,并且针对珠宝电子商务的核心概念及其营销策略领域的研究现状做了理论概述。第三章,本文重点介绍了LOP公司的情况,尤其结合LOP公司所在珍珠电商行业的详细资料,采用多种分析手段,介绍了LOP公司电子商务营销策略的现状及其问题。第四章,本文通过消费者的分析,一方面通过LOP客户群体的网络调查;另一方面结合网购珍珠消费者行为的研究;第三方面结合LOP公司自身客户的经营数据,梳理出了LOP公司电子商务营销策略的优化路径,抓住了LOP公司需要从奢侈品属性为突破口这一核心优化点,并进一步通过4P营销因素的分解,进行了LOP公司的电子商务营销策略优化路径分析。第五章,本文通过对LOP公司电子商务营销策略核心思路的整理,结合4P因素,给出了具体的实施建议。最后,研究结论对本文的研究过程和研究观点进行了总结,并针对本文研究中的不足做出了理性分析。本文在写作的过程中主要采取了定性分析法、定量分析法、文献研究法、实证访谈法等研究方法,一方面通过LOP公司的自身的经营数据以及电子商务平台方的大数据为依托;另外一方面对LOP公司的消费群体进行了定向的问卷调研,获得了一手调查资料的有效补充。最终得出了LOP公司需要抓住珠宝奢侈品属性的特点来进行电子商务营销策略优化的研究结论,并给出了具有可行性的实施建议。
[Abstract]:The development of e-commerce is unstoppable, traditional enterprises have to go online. At 24:00 on November 11th 2016, "Shuang11" online shopping festival Alipay transactions exceeded 120.7 billion. Set an unprecedented record. In the tide of e-commerce, jewelry as a higher value, experience demand strong categories also maintain a strong momentum of development. As a jewelry industry. Domestic jewelry e-commerce development is still in a state of incomplete. The output value of e-commerce retailing is still very low in the whole jewelry retail industry. My company, LOP, is a brand enterprise newly entering the jewelry e-commerce market. Facing the problem of how to get a place in the competitive market with the appropriate strategy, the author finally through the black pearl, the choice of the subdivision market, in order to fine subdivision strategy. It is hoped that through the analysis and summary of this paper, the author's marketing optimization idea will be put into practice in the specific project, and it will give reference and reference to the latecomers. This paper combines theory with practice. With the actual case of LOP Company, this paper analyzes the optimized path of e-commerce marketing strategy. Chapter one introduces the research background, research issues, and the content and methods of the research. In particular, the source of the data is introduced. This paper focuses on the use of LOP company's own e-commerce platform operating data for practical research. Chapter two. This chapter summarizes the research literature of jewelry e-commerce marketing planning in recent years, and makes a theoretical overview of the core concept of jewelry e-commerce and its marketing strategy field. Chapter three. This paper mainly introduces the situation of LOP company, especially with the detailed data of pearl e-commerce industry where LOP company is located, and adopts various analysis methods. This paper introduces the current situation and problems of LOP company's e-commerce marketing strategy. Chapter 4th, through the analysis of consumers, on the one hand, through the network investigation of LOP customer group; On the other hand, combined with the online shopping pearl consumer behavior research; The third aspect combs the LOP company own customer management data, combs out the LOP company electronic commerce marketing strategy optimization path. Grasp the LOP company needs from the luxury property as the breakthrough point of this core optimization, and further through the 4P marketing factor decomposition. LOP company's e-commerce marketing strategy optimization path analysis. 5th chapter, this article through the LOP company e-commerce marketing strategy core ideas, combined with 4P factors. Finally, the research conclusion summarizes the research process and research point of view. In the process of writing, we mainly adopt qualitative analysis, quantitative analysis, literature research, empirical interviews and other research methods. On the one hand, through the LOP company's own management data and electronic commerce platform side of big data as the basis; On the other hand, we conducted a targeted questionnaire survey on the consumer groups of LOP Corporation. Finally, LOP company needs to grasp the characteristics of jewelry luxury attributes to optimize the e-commerce marketing strategy. Some feasible suggestions are given.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F426.8

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