DLD商贸公司O2O营销策略分析

发布时间：2018-01-12 11:30

本文关键词：DLD商贸公司O2O营销策略分析　出处：《郑州大学》2015年硕士论文　论文类型：学位论文

【摘要】：伴随着移动电子商务技术的成熟和发展,快消品网络市场逐步建立,它不仅丰富了传统营销渠道,满足了消费者的新需求,而且刺激了快消品行业的消费增长。移动互联网具有其他渠道都不具备的定位功能,它大大缩短了线上与线下实体店铺的距离,便于线上线下功能的结合,O2O模式应运而生。本文在收集整理了大量文献资料的基础上,通过对DLD商贸公司营销环境的分析,明确了企业未来的发展方向。本文共分六个章节。第一章主要阐述了快消品行业的发展情况及渠道发展中出现的新情况,通过对DLD商贸公司实际情况的分析,论述O2O给DLD商贸公司营销带来的积极影响。第二章对DLD集团公司和DLD商贸公司基本情况做出说明,阐述了DLD商贸公司与DLD集团公司的关系,从中说明了DLD商贸公司实行O2O模式的原因。第三章通过分析DLD商贸公司O2O模式现状,探讨该公司现在运行状况中存在的问题,并分析了产生现有问题的原因。第四章从四个方面阐述了针对DLD商贸公司在运行020时出现的问题,出台的相关措施。第五章根据第四章中四个措施,从四个方面提出了相对应的保障措施。第六章总结出了本文的研究结论,提出本文的独特之处,并指出研究的不足,以及以后需要深入研究的方向和领域。通过对DLD商贸公司O2O营销策略的研究,本文得出以下结论。O2O可以帮助DLD商贸公司实现销售模式的创新和营销思维的改变。同时,新模式可以帮助企业满足顾客日益增长的需求,最终实现企业销售业绩的可持续增长。本文的独特之处主要表现在：(1)O2O模式的创新研究。结合快消品行业的特点,与快消品传统渠道相对比,本文提出了O2O模式与快消品营销相结合的新模式。(2)分析了DLD商贸公司O2O营销模式。本文结合DLD商贸公司的实际情况,系统研究了公司O2O模式运行的现状,揭示公司在现在运行过程中存在的主要问题及带来的影响。(3)针对DLD商贸公司现有问题,总结出应对的策略。
[Abstract]:With the mature and development of mobile e-commerce technology, FMCG market network gradually established, it not only enriches the traditional marketing channels, to meet the new demands of consumers, and stimulate the FMCG industry consumption growth. The mobile Internet has a positioning function of other channels are not available, it can greatly shorten the line and the line shop the distance, to facilitate the combination of online and offline function, the O2O model came into being. In this paper a large quantity of documents in the collection, through the analysis of DLD company marketing environment, clearly the future direction of the enterprise. This paper is divided into six chapters. The first chapter mainly expounds the new situation quickly consumer goods industry development and channel development, through the analysis of the actual situation of DLD trading company, discusses the positive effect of DLD to O2O trading company marketing. In the second chapter of the DLD group The basic situation of the company and DLD trading company explained, expounds the relationship between DLD trading company and DLD group company, from the description of the DLD trading company implement O2O mode. The third chapter through the analysis of the status of the O2O mode of DLD company, to explore in the company is now in operation condition problem, and analyzes the causes of the existing the fourth chapter expounds the problems. According to the DLD trading company in 020 when the problems from four aspects and related measures. In the fifth chapter, according to the four steps in the fourth chapter, the corresponding safeguard measures from four aspects. The sixth chapter summarizes the research conclusion of this paper, the uniqueness of this paper, and pointed out the lack of research, and future direction and field research. Through the research of DLD trading company O2O marketing strategy, this paper draws the following conclusion.O2O can help the DLD trading company. The sales model innovation and marketing thinking change. At the same time, the new model can help enterprises to meet the growing needs of customers, finally achieve sustainable growth of enterprise sales. The uniqueness of this paper is mainly reflected in: (1) innovation of O2O mode. Combined with the characteristics of fast consumer goods industry, and the traditional FMCG channel comparison, this paper proposes a new O2O model and FMCG marketing combination. (2) analysis of the O2O marketing model of DLD trading company. Combining with the actual situation of DLD trading company, the company operating system of O2O mode of the present situation, the main problems existing in the company revealed during operation and now the impact. (3) according to the existing problems of DLD trading company, summed up the strategy to deal with.

【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F724.6

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