基于“广货网上行”平台A企业营销策略研究

发布时间：2018-06-23 10:43

本文选题：“广货网上行” + 网络营销　；参考：《湘潭大学》2014年硕士论文

【摘要】：互联网给企业的市场营销带来巨大的机遇和变革，中国电子商务的发展为传统企业开展网络营销开启了新局面。广东省政府顺应企业发展趋势而启动“广货网上行”活动，本文探讨A企业基于“广货网上行”平台的营销策略。A企业缺乏现代化的营销方式和营销策略，随着电子商务向服装行业的渗透，服装市场竞争越来越激烈，传统的营销方式已使A企业陷入竞争瓶颈，必须实现企业的战略转型，借力电子商务，实施网络营销。本文综合运用市场营销理论，以A企业为对象，探讨A企业基于“广货网上行”平台的营销策略设计及实施。文章正文由五个部分构成，，首先回顾了企业营销的研究动态,对电子商务、市场营销、网络购买者行为、营销策略等相关理论基础进行介绍；第二部分阐述了“广货网上行”平台概况和方案设计，包括活动方案和宣传方案，并分析平台如何推动A企业发展；第三部分对A企业营销现状问题进行分析，重点运用SWOT分析A企业网络营销的优势、劣势、机会和威胁；第四部分是文章的重点，在明确了A企业网络营销的STP策略的基础上对其营销策略进行设计，分别从产品、价格、促销、推广、渠道、客户关系管理等六个方面对A企业的营销策略提出优化建议；第五部分对A企业营销策略保障措施提出建议：制定企业发展预期目标、加强宣传推广力度、明确促销优惠措施、完善质量保障体系和售后服务机制。然后从经济性指标、营销意识指标和客户满意度指标三个方面预期“广货网上行”平台助力A企业网络营销的效果。本文是对A企业在“广货网上行”平台上的营销策略研究，研究成果将对A企业的网络营销开展具有一定的指导意义，同时希望本文也能为广东省其他中小企业借助“广货网上行”开展网络营销提供一些经验的借鉴。
[Abstract]:The Internet brings great opportunities and changes to the marketing of enterprises. The development of e-commerce in China opens a new situation for traditional enterprises to carry out network marketing. According to the trend of enterprise development, Guangdong Provincial Government started the activity of "wide goods online shop". This paper discusses the marketing strategy of enterprise A based on the platform of "wide goods online" .A enterprise lacks of modern marketing methods and marketing strategies. With the penetration of e-commerce into the garment industry, the clothing market competition is becoming more and more fierce. The traditional marketing mode has made the A enterprise fall into the bottleneck of competition. It is necessary to realize the strategic transformation of the enterprise, take advantage of electronic commerce, and implement the network marketing. Based on the marketing theory, this paper discusses the marketing strategy design and implementation of enterprise A based on the platform of "wide goods online". The text is composed of five parts. Firstly, it reviews the research trends of enterprise marketing, introduces the relevant theoretical basis of e-commerce, marketing, network buyer behavior, marketing strategy and so on. The second part expounds the general situation and scheme design of the platform, including the program of activities and propaganda, and analyzes how the platform promotes the development of enterprise A. the third part analyzes the current situation of enterprise A marketing. SWOT is used to analyze the strengths, weaknesses, opportunities and threats of enterprise A's network marketing. The fourth part is the focus of the article. On the basis of defining the STP strategy of A enterprise's network marketing, the author designs its marketing strategy from product and price, respectively. Promotion, channel, customer relationship management and other six aspects of the marketing strategy of A enterprise to optimize the recommendations; the fifth part of the A enterprise marketing strategy security measures recommendations: to formulate the expected objectives of enterprise development, strengthen the promotion of promotion, Clear promotion preferential measures, improve quality assurance system and after-sales service mechanism. Then, from three aspects of economic index, marketing consciousness index and customer satisfaction index, we expect the effect of "wide goods online line" platform to help A enterprise network marketing. This paper is a research on the marketing strategy of A enterprise on the platform of "wide goods online", and the research results will have certain guiding significance to the development of network marketing of A enterprise. At the same time, I hope this paper can also provide some experience for other small and medium enterprises in Guangdong province.
【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】：F426.86;F724.6;F274

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