IdeaSkin公司消费类数码配件网络营销策略研究

发布时间：2018-03-30 08:30

本文选题：网络营销　切入点：IdeaSkin公司　出处：《兰州交通大学》2014年硕士论文

【摘要】：进入二十一世纪以来,营销模式从传统的线下方式逐步步入基于网络的新模式过渡。在网络营销的大时代环境之下,企业如何利用自身优势及所拥有的资源,如何与网络触电,成为大势所趋。网络营销不能一概取代传统的营销方式,但未来的企业,如果不能适应网络发展的趋势,势必遭到淘汰。基于此,在传统和新兴的营销模式之中,企业如何取舍营销策略成为大多数企业面临的新课题,甚至关乎企业的存亡。通过结合自身优势,利用多种渠道有效地制定网络营销策略以期提升竞争力,节省传统模式下因中间环节的集聚成本,IdeaSkin作为一家经营消费类数码配件的新型企业,要在激烈的市场竞争中脱颖而出,扩大已拥有的广阔用户份额,不断增强企业实力。本文在查阅大量国内外相关文献资料的基础之上,采众家所长,深入分析IdeaSkin公司在运营中遇到的现实情况,进行传统营销与现代新形势下创新型营销理论对比,采用理论联系实际调研相结合的方法,从而选择更符合IdeaSkin公司发展的方式开展探讨。针对IdeaSkin公司在满足形形色色、充满十足个性购买意愿的消费者及个性化需求的产品策略、基于网络消费者购买行为的网络定价策略、便于网络消费者的网络渠道策略、促销层面等多个角度提出一些可行性的建议和方法。本文共分为六大部分,各个部分构成分解如下:第一节为绪论,主要概括性介绍了本文研究的目的、意义、选题背景,所采用的研究方法、行文框架,同时简单介绍了目前国内外理论研究的现状。第二节为网络营销相关理论综述,主要介绍目前网络营销的基本概念和相关理论。第三节为消费类数码配件行业目前发展现状,介绍渠道概况、网络营销市场规模及基本模式在消费类数码配件行业的应用,影响消费类数码配件行业发展要素进行描述。第四节为IdeaSkin公司营销现状,对IdeaSkin公司进行优劣势分析,通过分析IdeaSkin公司的营销实际情况,深入剖析所面临问题。第五节为基于前节的分析,在策略探讨后确立更符合本公司网络营销发展的策略,从满足消费者心理、渠道选择、推广宣传策略上提出解决思路和方法。第六节为结论,提出不足,希望能对IdeaSkin公司的网络营销建设具有参考意义,再创辉煌。
[Abstract]:Since the 21 century, the marketing mode has gradually stepped into the new model based on the network from the traditional offline mode. In the era of network marketing, how to make use of their own advantages and resources, how to shock with the network. It has become the trend of the times. Network marketing can not replace the traditional marketing methods, but the future enterprises, if they can not adapt to the trend of network development, will be eliminated. Based on this, in the traditional and emerging marketing mode, How to choose and choose marketing strategy has become a new topic that most enterprises face, even related to the survival of enterprises. By combining their own advantages, making effective network marketing strategies through a variety of channels in order to enhance their competitiveness. IdeaSkin, as a new type of enterprise engaged in consumer digital accessories, has to stand out in the fierce market competition and expand its already vast user share. On the basis of consulting a large number of domestic and foreign literature, this paper analyzes the actual situation encountered by IdeaSkin Company in operation. Comparing the traditional marketing theory with the innovative marketing theory under the new situation, adopting the method of combining theory with practice investigation, so as to select a more suitable way for the development of IdeaSkin Company. The product strategy full of individual purchase will and individualized demand, the network pricing strategy based on the network consumer purchase behavior, the convenient network channel strategy of the network consumer, This paper is divided into six parts. Each part is divided into the following parts: the first section is an introduction, which mainly introduces the purpose, significance, background of this paper. At the same time, it briefly introduces the current situation of theoretical research at home and abroad. The second section is a summary of the related theories of network marketing. This paper mainly introduces the basic concepts and related theories of network marketing at present. The third section is about the current development situation of consumer digital accessories industry, the general situation of channels, the scale of network marketing market and the application of basic model in consumer digital accessories industry. The fourth section is about the current marketing situation of IdeaSkin Company, which analyzes the advantages and disadvantages of IdeaSkin Company, and analyzes the actual marketing situation of IdeaSkin Company. The fifth section is based on the previous section of the analysis, after the strategy discussion to establish more in line with the company's network marketing development strategy, from the satisfaction of consumer psychology, channel choice, The sixth section is the conclusion, the deficiency, hope can have the reference significance to the IdeaSkin company's network marketing construction, creates the brilliance again.
【学位授予单位】：兰州交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.6;F724.6

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