A公司网络营销方案系统规划

发布时间：2018-11-07 09:18

【摘要】：网络营销经济是基于互联网技术发展起来的一种新经济模式,与发达国家相比,我国的网络经济发展还很滞后,主要受到网络营销经济方面的政策法规、安全保障、支付系统的完善、个人信息保密的措施等影响和制约,所以国内很多企业虽然已经意识到网络营销的重要性,但是在实际运营中,还没有切实的针对自己的产品开展网络营销的策划和筹建工作,同时,很多企业在网络营销的实际应用过程中存在着认识和技术上的诸多问题。随着电子商务的兴起与发展,其势不可挡的趋势也是轮胎企业普遍认同并关注的。轮胎是涉及安全、安装等二次服务的特殊消费品,轮胎企业和消费者之间不单纯是一次买卖的关系,发展轮胎行业的网络营销模式也不同于其他的日常消费品,因为还涉及到指导或帮助消费者安装、使用、维护等服务。同时轮胎也是一种安全产品,关系到消费者的生命安全。国内很少有轮胎企业建立自己的网络销售系统,主要是因为消费者对轮胎质量和售后服务问题的担心,另外,建立自己的网络销售系统还需要考虑到原有销售渠道的竞争问题、价格问题、利益的分享、售后服务等问题。本文通过对目前中国网络营销现状和问题的分析,结合轮胎行业销售渠道的特点,针对现营销市场的趋势即面向终端消费者的思想,提出可以通过网络销售平台的建设,缩短与终端消费者的距离,销售政策可以有效快速的传递给终端市场,并为企业的长期发展积累自己的忠实消费者和消费市场情况等重要信息,这对企业在产品研发、销售市场的策划、企业长期发展战略的制定等方面有非常重要的作用。考虑到消费者对轮胎产品的安全性及在更换安装方面的顾虑,针对A公司如何建立自己的网络销售方案,本文提出了个人观点,并明确了A公司网络销售方案的总体目标：让消费者能够在网站营销系统上快捷、方便的进行轮胎产品的价格、性能咨询,轮胎的购买、安装、售后服务等。同时对于网络销售平台的预订管理、价格管理、信息管理、售后服务等的建设提出了自己的观点和建议。
[Abstract]:Network marketing economy is a new economic model based on Internet technology. Compared with developed countries, the development of network economy in our country is still lagging behind, which is mainly protected by the policies and regulations of network marketing economy. The perfection of payment system and the measures to keep personal information confidential have influenced and restricted many domestic enterprises, although they have realized the importance of network marketing, but in actual operation, At the same time, many enterprises in the actual application of network marketing process, there are many problems on the understanding and technology. With the rise and development of electronic commerce, its unstoppable trend is generally recognized and concerned by tire enterprises. Tire is a special consumer goods related to safety, installation and other secondary services. The relationship between tire enterprises and consumers is not only one sale, but also different from other daily consumer goods in the development of network marketing model of tire industry. It also involves instructing or helping consumers to install, use, maintain and other services. At the same time, tire is also a kind of safety product, which is related to the life safety of consumers. Few tire enterprises in China have set up their own network sales system, mainly because consumers are worried about tire quality and after-sales service. In addition, the establishment of their own network sales system also needs to take into account the competition of the original sales channels. Price issues, benefit sharing, after-sales service and other issues. Based on the analysis of the current situation and problems of network marketing in China, combined with the characteristics of sales channels in tire industry, and in view of the trend of current marketing market, that is, the idea of facing end consumers, this paper puts forward that the construction of sales platform can be carried out through the network. To shorten the distance from end consumers, sales policies can be effectively and quickly transmitted to the end market, and important information such as loyal consumers and consumer market conditions can be accumulated for the long-term development of enterprises, which is of great importance to enterprises in product research and development. Marketing planning, long-term development strategy of the enterprise has a very important role. Considering the consumers' concerns about the safety of tire products and the replacement and installation of tire products, this paper puts forward a personal view on how to set up its own network sales plan for company A. The overall goal of the network sales plan of company A is defined as follows: to enable consumers to quickly and conveniently carry out tire price, performance consultation, tire purchase, installation, after-sales service and so on the website marketing system. At the same time, the author puts forward his own views and suggestions for the construction of the online sales platform, such as booking management, price management, information management, after-sales service and so on.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.72;F274

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