互联网时代A公司电子商务营销策略研究

发布时间：2018-12-29 17:28

【摘要】：随着互联网发展和普及,电子商务发展到今天,规模及范围也在逐渐扩大,电子商务成为中小企业转型及发展的重要机会。与此同时消费者的消费习惯、销售环境的变化,使人们不必局限于在固定的场合购买所需要的商品和服务,电子商务的出现成为必然。消费者消费习惯更具主动性,这就要求电子商务的发展要以消费者为中心,以满足客户需求为导向来制定新的营销策略模式,来满足电子商务日益发展的新局势。电子商务虽然显现出了强劲的增长势头,但中小企业近年来在发展电子商务的过程中同样面临着各种内外困境,比如,自身规模限制、融资困难、物流、人员管理、安全、相关法律法规滞后等诸多问题制约着中小企业电子商务的发展。本文主要从电子商务环境下不同营销主体选用的营销模式,中小企业可能选择的营销模式,以及相应模式下的营销策略等几个方面入手,探讨中小企业如何通过开展电子商务,增强企业的活力。本文首先从选题背景、目的及意义出发,回顾了国内外关于电子商务及中小企业电子商务状况,本文选取A公司作为中小电商的代表为案例分析,对电子商务下中小企业营销策略影响进行理论分析,又对企业竞争力构成要素分别从传统经济环境和网络电商环境进行了分析。以及A公司电子商务发展的现状及中小企业电子商务应用情况。根据大部分学者的研究对电子商务营销策略进行剖析,中小企业要想长足发展,开展电子商务是行之有效的途径。本文对我国中小企业电子商务的应用现状进行了分析,探讨了中小企业电子商务中存在的问题,并给出了中小企业实施电子商务的具体策略,以期为我国中小企业运用电子商务寻求发展找到一条行之有效的营销策略。希望本论文通过对A公司这样的中小电商企业策略的分析,日后能为提升企业竞争力提供重要依据,在激烈的市场竞争中长远发展。
[Abstract]:With the development and popularization of the Internet, electronic commerce has developed to today, the scale and scope are also gradually expanding, e-commerce has become an important opportunity for the transformation and development of small and medium-sized enterprises. At the same time, the consumer's consumption habits and the change of the sales environment make it unnecessary for people to buy the goods and services they need on fixed occasions. The emergence of e-commerce becomes inevitable. Consumer consumption habits are more active, which requires the development of e-commerce to be consumer-centered, to meet the needs of customers to develop a new marketing strategy model to meet the new situation of e-commerce. Although e-commerce has shown a strong growth momentum, in recent years, small and medium-sized enterprises have also faced various internal and external difficulties in the process of developing e-commerce, such as their own size constraints, financing difficulties, logistics, personnel management, security, The development of e-commerce of small and medium-sized enterprises is restricted by many problems, such as the lag of relevant laws and regulations. In this paper, the author discusses how to develop electronic commerce from the aspects of the marketing mode chosen by different marketing agents, the marketing mode that SMEs may choose, and the marketing strategy under the corresponding mode. Enhance the vitality of enterprises. In this paper, the background, purpose and significance of the topic are reviewed, and the status of e-commerce at home and abroad is reviewed. A company as the representative of small and medium-sized e-commerce is selected as a case study in this paper. This paper makes a theoretical analysis on the influence of the marketing strategy of small and medium-sized enterprises under electronic commerce, and analyzes the elements of enterprise competitiveness from the traditional economic environment and the network e-commerce environment respectively. And A company e-commerce development status and small-and medium-sized e-commerce applications. According to the research of most scholars, e-commerce is an effective way for small and medium-sized enterprises to develop rapidly. This paper analyzes the status quo of the application of electronic commerce in small and medium-sized enterprises in our country, probes into the problems existing in the electronic commerce of small and medium-sized enterprises, and gives some specific strategies for the implementation of electronic commerce in small and medium-sized enterprises. In order to find an effective marketing strategy for small and medium-sized enterprises in our country to use e-commerce to seek development. It is hoped that through the analysis of the strategy of small and medium-sized e-commerce enterprises such as company A, this paper can provide an important basis for enhancing the competitiveness of enterprises in the future and develop in the fierce market competition for a long time.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274

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