鲁花公司发展互联网营销的分析与策略

发布时间：2018-01-28 02:25

本文关键词： 大数据企业电子商务网络营销策略设计　出处：《浙江海洋学院》2014年硕士论文　论文类型：学位论文

【摘要】：自2012年以来，中国真正意义上进入了大数据时代，而中国人的网络消费也随之进入了大爆炸时代，越来越多的国人通过网络平台进行消费，网购日益成为了国人的主流消费模式。企业为减少交易成本，，开拓业务渠道，互联网营销这一新的营销方式得以快速的发展起来。一些传统的企业为迎接大数据时代的到来，纷纷开始准备开展网络信息主导的电子商务。近几年，鲁花公司的年销售额一直稳定在120亿元人民币左右，在传统销售市场稳定的同时，公司希望发展当前最热的互联网营销业务，及时抢占食用油行业的互联网销售市场。虽然很多油脂企业已经加入各种B2B、B2C平台，发展自已的电子商务。但在这些企业中，真正从电子商务中得到预想利润的很少，这主要是因为很多企业在发展互联网营销业务的时候，没有根据自身的情况以及市场情况进行一个合理全面的分析，在此基础上来设计自己的一套营销策略。本文选题是基于鲁花公司目前的发展计划，以鲁花公司正准备开展的电子商务业务为例，结合大数据带来的概念和销售理念以及技术潮流和公司业务发展的实际情况，进行一个系统的理论的分析与研究。通过对公司现在的销售模式进行分析并对目前流行的网上销售理论方法和工具进行了针对公司现状的分析。并对公司的电子商务部门的划分和建设给出了设计方法，从而对企业提供一些有益的参考。
[Abstract]:Since 2012, China has entered the big data era in real sense, and the Chinese Internet consumption has also entered the Big Bang era, more and more people through the Internet platform to spend. Online shopping has increasingly become the mainstream consumption mode of people. Enterprises to reduce transaction costs, open up business channels. Internet marketing, a new marketing method, has developed rapidly. In order to meet the arrival of big data era, some traditional enterprises have begun to prepare for the development of E-commerce dominated by network information. In recent years, the annual sales of the company has been stable at 12 billion yuan, while the traditional sales market is stable, the company hopes to develop the hottest Internet marketing business. Although many oil enterprises have joined various B2B B2C platforms to develop their own e-commerce. But in these enterprises, the real profit from e-commerce is very little, this is mainly because many enterprises in the development of Internet marketing business. Not according to their own situation and market conditions to carry out a reasonable and comprehensive analysis, on the basis of the design of their own set of marketing strategies. This thesis is based on the current development plan of the company, taking the e-commerce business that the company is preparing to carry out as an example. Combined with big data's concept and sales concept, as well as technical trends and the actual development of the company's business situation. A systematic theoretical analysis and research. Through the analysis of the company's current sales model and the current popular online sales theory methods and tools for the analysis of the current situation of the company and the company's electronics. The design method of the division and construction of commercial department is given. Thus provides some beneficial reference to the enterprise.
【学位授予单位】：浙江海洋学院
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.82

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