酒类电商精准营销研究

发布时间：2018-01-21 08:27

本文关键词： 酒电子商务聚类分析精准营销　出处：《深圳大学》2017年硕士论文　论文类型：学位论文

【摘要】：截止2015年底,中国互联网零售市场规模达16.2万亿元,同比增长超过20%。经过多年的发展沉淀,网络零售市场无论是技术、运营还是市场,都已达到领先水平,并开始尝试着对新的模式进行变革式探索,准备迎接新的挑战。网络零售市场已步入新的时期。然而一些传统零售行业,由于行业所面向的对象的年龄、生活习惯等问题,消费行为仍然以商超便利店等线下购买为主,网购行为还处在起步状态,还有较大的提升空间。作为这种后发行业的代表,酒类电商行业在整个网络零售行业增速放缓的情况下后来居上。我国酒类电商企业发展如此迅速,与当前酒类行业所处的宏观环境及酒类产品自身的特点有着密切的联系。从政策层面来看,中央发布的“禁酒令”使得高端酒类销路困难,只能另辟蹊径开拓新客户,显然在高端市场增长放缓的情况下,主要面向普通消费者的电商渠道更加的有利于酒类生产制造企业向大众市场的成功转型。与传统渠道相比,电商渠道能够提供的产品,品种更加多样,在去除了中间环节之后的价格也相对便宜,这是传统酒类企业无法比拟的,在这些因素的共同作用下,国内许多酒类生产制造企业开始发展电子商务,开始拓展线上渠道。然而转型线上的过程中,有很多问题不可避免,其中营销问题就是其中之一。不同于传统的营销方式,在当前大数据时代背景下,互联网的营销开始由撒网式营销逐步走向精准营销,利用数据来帮助企业进行营销决策,提高企业经营效益。本文首先介绍了精准营销的概念及特征,对精准营销的相关理论做了阐述,然后对电子商务及酒类行业进行行业现状描述,指出酒类电商行在线上发展的相对落后性及传统网络营销的弊端。在之后实证分析的过程中,文章除了借助RFM理论及聚类分析的方法外,还借助统计学中常用的SAS软件构建用户分群模型,在明确了企业用户主体后,进行针对性的营销策略,构建精准的产品体系、流量体系及营销推广体系,以便该企业能够实现精准的营销推广活动,帮助企业完成由线下到线上的营销布局。
[Abstract]:As of end of 2015, the scale of China's Internet retail market reached 16.2 tillion yuan, an increase of more than 20%. After years of development and precipitation, the online retail market, whether technical, operational or market. Has reached the leading level, and began to try to explore the new model of transformational exploration, ready to meet new challenges. The online retail market has entered a new era. However, some traditional retail industry. Because of the age, living habits and other problems facing the industry, consumer behavior is still mainly under the line of shopping, such as commercial convenience stores, and online shopping behavior is still in its infancy. There is also greater room for improvement. As a representative of this late-development industry, the wine e-commerce industry in the entire network retail industry growth rate slowed down as the latter beyond the former. China's wine e-commerce enterprises are developing so rapidly. It is closely related to the macro environment of the current liquor industry and the characteristics of the wine products themselves. From the policy level, the "prohibition" issued by the central government makes the sale of high-end liquor difficult. New customers can only be found in a different way, apparently at a time when growth in the high-end market is slowing. The ecommerce channel, which is mainly for ordinary consumers, is more conducive to the successful transformation of alcohol manufacturers to the mass market. Compared with the traditional channels, the ecommerce channel can provide a variety of products. After removing the intermediate links, the price is relatively cheap, which is unparalleled by the traditional wine enterprises. Under the joint action of these factors, many domestic wine production and manufacturing enterprises began to develop e-commerce. Start to expand the online channels. However, in the process of transformation line, there are many inevitable problems, among which marketing is one of them. Different from the traditional marketing methods, in the context of the current big data era. The marketing of the Internet begins to move gradually to the precise marketing from the slitting marketing, using the data to help the enterprise to carry on the marketing decision, improve the enterprise management benefit. Firstly, this article introduced the concept and the characteristic of the precision marketing. The related theory of precision marketing is expounded, and then the status quo of e-commerce and alcohol industry is described. The paper points out the relative backwardness of the online development of liquor e-commerce companies and the disadvantages of traditional network marketing. In the process of empirical analysis, the article uses the RFM theory and clustering analysis method. In addition, with the help of the commonly used SAS software in statistics to build a user cluster model, after defining the main body of enterprise users, targeted marketing strategy, building accurate product system, flow system and marketing promotion system. So that the enterprise can achieve accurate marketing activities and help enterprises to complete the offline to online marketing layout.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F426.82

【参考文献】