M公司的女鞋网络营销策略优化研究

发布时间：2018-04-13 14:11

本文选题：M + 公司　；参考：《东华大学》2016年硕士论文

【摘要】：随着电子商务网络市场的快速发展,网络平台的产品销售竞争也日趋激烈,消费需求的多元化,同类产品的低价竞争,创新产品得不到市场的保护,因此让传统的网络营销方式面临着严峻的考验。M公司主营女式鞋类产品,在大数据的网络时代的影响下新型的网络营销模式给我们带来了不小的冲击和挑战。论文采用文献研究法和实证分析法,结合网络营销的相关理论,对M公司发展现状及其面临新市场营销环境进行分析,阐述了女鞋类产品目前市场发展情况以及消费者购买行为的特性;探讨实施网络营销策略的优化过程,采用PEST分析法,以及产品、价格、渠道和促销4P营销理论,明确了公司的目标定位;提出了人才资源的优化,加强了网络文化的发展,提高了公司考核绩效等一系列的保障措施,使得M公司在现有的困境下,系统的分析自身的问题优化改革路径,去适应现在网络平台的快速发展,去满足消费者的产品需求,以相对较低的成本去创造出更大的网络优势平台,时刻把握市场的变化和需求,使得公司在如此竞争激烈的市场环境下能够稳定健康的发展。本文提出了一些关于M公司针对女鞋类产品在网络营销中的优化方法,这些研究都是基于公司目前的状况和市场的发展情况所做的一些调整,对公司的网络发展具有一定的指导意义,也为推动类似小型贸易类公司在网络营销发展进程提供很好的借鉴作用。
[Abstract]:With the rapid development of the electronic commerce network market, the product sales competition of the network platform is becoming increasingly fierce, the diversification of consumer demand, the low price competition of the similar products, and the innovative products can not be protected by the market.Therefore, the traditional network marketing mode is facing a severe test. M company's main women's footwear products, under the influence of big data's network era, the new network marketing mode has brought us not small impact and challenge.This paper uses literature research method and empirical analysis method, combined with the related theory of network marketing, to analyze the current situation of M company and its new marketing environment.This paper expounds the current market development of women's footwear and the characteristics of consumers' purchase behavior, probes into the optimization process of implementing network marketing strategy, adopts PEST analysis method, and the 4p marketing theory of product, price, channel and promotion.The aim of the company is defined, the optimization of talent resources is put forward, the development of network culture is strengthened, and a series of safeguard measures, such as improving the performance of the company, are put forward, which make M Company in the present predicament.Systematic analysis of their own problems to optimize the reform path, to adapt to the rapid development of the current network platform, to meet the product needs of consumers, to create a greater network advantage platform at relatively low cost.Always grasp the market changes and needs, so that the company in such a competitive market environment can be stable and healthy development.This paper puts forward some optimization methods of M company for women's footwear products in the network marketing. These studies are based on the company's current situation and market development made some adjustments.It has a certain guiding significance to the development of network, and also provides a good reference for promoting small trade companies in the development process of network marketing.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F721

【相似文献】