BF公司社会化营销策略优化研究

发布时间：2018-01-01 21:25

本文关键词：BF公司社会化营销策略优化研究　出处：《湘潭大学》2014年硕士论文　论文类型：学位论文

【摘要】：经济社会的不断向前发展，也伴随着环境污染问题的产生。水资源污染是我国现阶段最严重的污染问题，而随着居民生活水平的不断提升，人们对安全饮用水的要求也越来越高。我国净水行业起步晚，但发展快。再加上国外的净水产品不断进入我国市场，净水行业的竞争日趋“白热化”。在营销模式的选择上，越来越多的净水产品生产企业倾向于采用社会化营销策略，以求在激烈的市场竞争中占据一席之地。社会化营销模式固然有其优势，但在现实的市场管理实践中，也存在一定的局限性。如何结合企业自身的实际情况来优化社会化营销策略也就成为管理者必须思考的问题。因此，面对复杂的经济形势，进一步优化企业社会化营销策略具有十分重要的现实意义。本文以BF公司为研究对象，运用问卷调查研究等方法，，首先对BF公司的发展历程等情况进行了简单介绍，紧接着通过对BF公司社会化营销策略的调研数据进行了利用，深入分析了其社会化营销策略存在的问题。在此基础上，提出了BF公司社会化营销策略的优化方案，并从社会化媒体运用及新形势下的客户关系管理等方面进行社会化营销策略优化设计，最后给出优化方案的实施建议及保障措施。以期达到优化BF公司现有社会化营销策略的目的，从而为实现公司长远发展战略服务。
[Abstract]:The development of economy and society is accompanied by the problem of environmental pollution. Water pollution is the most serious pollution problem in our country at the present stage, and with the continuous improvement of the living standards of the residents. The demand for safe drinking water is higher and higher. The clean water industry in our country starts late, but develops quickly. In addition, the water purification products from abroad come into the market of our country continuously. The competition in water purification industry is becoming more and more intense. In the choice of marketing mode, more and more enterprises tend to adopt socialized marketing strategy. In order to occupy a place in the fierce market competition. Social marketing model has its advantages, but in the reality of market management practice. There are some limitations. How to combine the actual situation of enterprises to optimize the socialized marketing strategy has become a problem that managers must think about. Therefore, facing the complex economic situation. It is of great practical significance to further optimize the socialized marketing strategy of enterprises. In this paper, BF company as the research object, the use of questionnaire research and other methods, first of all, the BF company's development process is briefly introduced. Then through the BF company social marketing strategy research data use, in-depth analysis of its social marketing strategy problems. On this basis. The optimization scheme of BF company's social marketing strategy is put forward, and the optimization design of socialized marketing strategy is carried out from the aspects of social media application and customer relationship management under the new situation. Finally, the paper gives the implementation suggestions and safeguard measures of the optimization scheme, in order to achieve the purpose of optimizing the existing socialized marketing strategy of BF Company, thus serving for the realization of the company's long-term development strategy.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.6

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