WPH公司电商营销策略研究

发布时间：2018-04-03 04:33

本文选题：特卖　切入点：4Ps　出处：《西安石油大学》2017年硕士论文

【摘要】：随着电子商务的飞速发展,网络购物已经深入普通消费者的生活,B2C已经成为一种主流电子商务模式,越来越多的企业开始参与其中,各种网络营销手段在不断地吸引用户。WPH电商公司作为后起之秀,依靠品牌限时特卖作为一种创新营销策略,正在迅速发展成为电子商务行业中领先企业,在B2C电子商务行业中不断地创造奇迹。其独特的网络营销策略是其成功的关键。但随着行业逐渐开始进入整合期,行业竞争进一步的加剧,用户对于单一网站的忠诚度不断降低,电商企业获取用户成本不断上升。在众多网络购物电商日趋激烈的竞争中,WPH电商公司面临的问题也逐渐突显。本文首先阐述了研究的背景和意义,然后系统的介绍了国内外研究现状、相关理论及WPH营销状况。通过对WPH营销环境以及营销现状的深入分析,并结合发放调查问卷的结果统计,指出其存在产品同质化严重,缺乏核心竞争力、差异化定价不明显、销售渠道单一、促销活动吸引力不够、移动终端有待开发等问题。其次对发现的问题原因、WPH的营销环境进行分析,针对提出的各项问题,逐一从明确核心目标顾客、构建互联网金融业务、运用差异化定价策略、拓展跨境电商业务等方面提出优化设计,最后从树立品质意识、加强内部营销管理及改进激励机制、完善WPH购物保障机制、持续提高自身的效率和规模等方面提出优化设计实施的保障。
[Abstract]:With the rapid development of electronic commerce, online shopping has already become a mainstream electronic commerce mode in the life of ordinary consumers, and more and more enterprises begin to participate in it.A variety of network marketing means are constantly attracting users. WPH e-commerce company as a rising star, depending on the brand time limit as an innovative marketing strategy, is rapidly developing into a leading enterprise in the e-commerce industry.In the B-2 C e-commerce industry constantly create miracles.Its unique network marketing strategy is the key to its success.However, with the industry gradually entering the integration period, the industry competition is further intensified, the loyalty of users to a single website is decreasing, and the cost of obtaining users by e-commerce enterprises is rising.In the fierce competition of many online shopping e-commerce companies, the problems faced by WPH e-commerce companies are also gradually highlighted.This paper first describes the background and significance of the research, and then systematically introduces the domestic and foreign research status, related theories and WPH marketing situation.Through the in-depth analysis of WPH marketing environment and marketing status, combined with the statistics of the results of the questionnaire, it is pointed out that the products have serious homogeneity, lack of core competitiveness, differential pricing is not obvious, and the sales channel is single.Promotion activities are not attractive enough, mobile terminals to be developed and other issues.Secondly, this paper analyzes the marketing environment of WPH, aiming at the problems raised, from defining the core target customers one by one, constructing the Internet financial business, and using the differentiated pricing strategy.To develop cross-border e-commerce business and other aspects of the proposed optimization design, finally from the establishment of quality awareness, strengthen internal marketing management and improve incentive mechanisms, improve the WPH shopping security mechanism,In order to improve its efficiency and scale continuously, the guarantee of optimal design and implementation is put forward.
【学位授予单位】：西安石油大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F724.6

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