可口可乐在1号店的客户转化能力研究

发布时间：2018-01-10 02:28

本文关键词：可口可乐在1号店的客户转化能力研究　出处：《上海交通大学》2014年硕士论文　论文类型：学位论文

【摘要】：中国电子商务零售平台的突飞猛进和线上消费者购物热情持续高涨,使几乎所有的传统消费品厂商开始将自身产品分销到以1号店、京东和天猫超市为代表的电子商务零售平台。然而,传统厂商对网络购物的营销策略和业务驱动因素却知之半解,投入了大量的促销资源和活动,却没有获得预期的业务增长目标,其根本原因是忽视了线上自身品牌和产品的客户转化能力提升。本文将以可口可乐在1号店的营销实践为例,介绍可口可乐电子商务营销策略及在1号店的业务发展现状和所面临的困难,梳理了可口可乐在1号店的各种营销事件及其影响。通过对可口可乐购物车最终支付影响变量的回归分析以及各营销事件对可口可乐订单提升度变化曲线的积分分析,推导了可口可乐购物车最终支付的影响模型,同时全面评估了可口可乐在不同营销事件下,相同的单位资源投入,对客户转化能力的影响和作用效率,为可口可乐和其他企业提升电子商务营销资源效率,以最有效地方式提升客户转化能力,提供了积极的借鉴作用。
[Abstract]:The rapid development of China's e-commerce retail platform and the continued surge of online consumer shopping enthusiasm, so that almost all traditional consumer goods manufacturers began to distribute their products to shop No. 1. JingDong and Tmall supermarket as the representative of e-commerce retail platform. However, the traditional manufacturers of online shopping marketing strategy and business drivers are half the solution, invested a large number of promotional resources and activities. But not get the expected business growth target, the fundamental reason is to ignore the online brand and product customer transformation ability. This article will take Coca-Cola 's marketing practice in No.1 store as an example. This paper introduces the marketing strategy of Coca Cola e-commerce, the present situation of business development in No.1 store and the difficulties it faces. Through regression analysis of Coca-Cola shopping cart final payment impact variable and the score of each marketing event on the changing curve of Coca-Cola order promotion degree, this paper reviews various marketing events and their effects on Coca-Cola store No. 1. Analysis. The impact model of the final payment of Coca-Cola shopping cart is derived. At the same time, the impact and efficiency of the same unit resource input on the customer transformation ability under different marketing events are comprehensively evaluated. It provides a positive reference for Coca-Cola and other enterprises to enhance the efficiency of e-commerce marketing resources and enhance the ability of customer transformation in the most effective way.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.82;F274;F724.6

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