C公司电子辞典O2O营销策略研究

发布时间：2018-03-05 16:20

本文选题：C公司电子辞典　切入点：O2O　出处：《华东师范大学》2016年硕士论文　论文类型：学位论文

【摘要】：C公司电子辞典自2005年4月进入中国市场,在过去的11年里,一直致力于线下用户体验推广,积累了良好的教学渠道合作资源。目前传统的电子教育行业市场规模逐年缩小,伴随智能手机、IPAD和在线APP的冲击,国内竞争品牌相继退出电子辞典品类市场。自2000年至2015年期间,中国出国留学总人数不断增多并呈低龄化趋势,截至2015年底已达52万人,作为主要聚焦中高端留学及专业外语学习市场的C公司,其电子辞典市场份额及品牌知名度在中高端市场排名第一。另一方面,互联网和电子商务浪潮持续冲击,线下零售业遭受转型阵痛,传统经销商线下实体店铺萎缩。而近年来中国网络零售B2C市场保持高速增长,成为了国民经济的支柱。在移动互联共享的大时代背景下,伴随消费智能化、移动化、社交化、便利化的趋势,消费者购物时间的碎片化和对于产品个性化定制的需求,传统企业与互联网的连接及转型不可避免,O2O也许是必经之路。基于本人在C公司电子辞典部门10年的工作经历,试图结合STP营销理论和SWOT分析,探讨如何结合Online及Offline营销的优劣势,提出符合C公司电子辞典发展的O2O营销策略和方案。同时希望对传统电教行业及类似消费电子、数码产品的渠道变革和营销决策提供一定的借鉴。全文总共分为七章：第一章为绪论部分,主要介绍本文的研究背景,C公司电子辞典在营销环境变革中的挑战及线上线下渠道的问题,并概述论文的研究目的、方法及主要内容。第二章主要介绍O2O营销的涵义,营销模式及特点,目前O2O营销的应用现状、营销策略及发展趋势,为C公司电子辞典的O2O营销策略分析做好铺垫。第三章通过对电子教育行业产品品类的介绍,分析其市场状况、销售规模以及行业内主要竞争品牌、智能手机、IPAD及在线教育APP应用等替代产品的竞争。第四章通过对C公司情况及电子辞典营销现状的简介,聚焦其营销过程中产品研发、定价、渠道和用户推广中存在的问题。第五章和第六章是本文的重点,根据对C公司电子辞典的SWOT分析,确定其营销目标和细分市场的战略定位,系统的提出O2O营销策略。在线下扎实的做好学贩渠道的推广和用户体验,整合教育品类的资源,在线上针对电商平台做好差异化营销和产品价格体系设计,并利用语言类APP做精准营销,结合新社交媒体做口碑宣传,同时为有效的实施O2O营销策略,采取相应的组织保障。第七章是本文的结论、不足之处与展望。
[Abstract]:C company electronic dictionary entered the Chinese market since April 2005, in the past 11 years, it has been devoted to the promotion of offline user experience and accumulated good teaching channel cooperation resources. At present, the market scale of traditional electronic education industry has been reduced year by year. With the impact of smartphones, iPads and online APP, domestic competition brands have withdrawn from the category of electronic dictionaries. From 2000 to 2015, the total number of Chinese studying abroad has been increasing and has a trend of low age, reaching 520,000 as of end of 2015. Company C, which focuses mainly on the middle and high-end study and professional foreign language learning market, ranks first in the market share of electronic dictionary and brand popularity. On the other hand, the wave of Internet and e-commerce continues to impact. Off-line retailing suffers from transformation pains, while traditional dealers' offline physical stores shrink. In recent years, China's online retail B2C market has maintained a rapid growth, which has become the pillar of the national economy. In the context of the era of mobile interconnection and sharing, Along with the trend of intelligent, mobile, socialized and convenient consumption, the fragmentation of consumer shopping time and the demand for personalized customization of products, The connection and transformation between traditional enterprises and the Internet is inevitable. Based on my 10 years' experience in C company's electronic dictionary department, I try to combine STP marketing theory with SWOT analysis. This paper discusses how to combine the advantages and disadvantages of Online and Offline marketing, and puts forward the O2O marketing strategy and scheme in line with the development of C Company Electronic Dictionary. At the same time, it hopes that the traditional audio-visual education industry and similar consumer electronics, The thesis is divided into seven chapters: the first chapter is the introduction. This paper mainly introduces the research background of this paper: the challenge of E-Dictionary of C Company in the change of marketing environment and the problems of online and offline channels, and summarizes the purpose, methods and main contents of the thesis. Chapter two mainly introduces the meaning of O2O marketing. The marketing mode and characteristics, the current application status, marketing strategy and development trend of O2O marketing, are the foundation for the analysis of O2O marketing strategy in C Company Electronic Dictionary. Chapter three introduces the category of products in electronic education industry. This paper analyzes the market situation, sales scale and competition among the main competitive brands in the industry, smartphone iPad and online education APP application. Chapter 4th introduces C Company and the current status of E-Dictionary Marketing. Focusing on the problems existing in product development, pricing, channel and user promotion in its marketing process. Chapter 5th and Chapter 6th are the key points of this paper. According to the SWOT analysis of C Company Electronic Dictionary, the marketing objectives and the strategic positioning of the subdivision market are determined. Put forward the O2O marketing strategy systematically. Off line, do well in marketing and user experience, integrate the resources of educational category, and do a good job in the design of differential marketing and product price system for e-commerce platform online. And the use of language APP to do precision marketing, combined with new social media to do word of mouth publicity, in order to effectively implement the O2O marketing strategy, take the corresponding organizational protection. Chapter 7th is the conclusion of this article, shortcomings and prospects.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F724.6

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