百橙电商公司营销策略的研究

发布时间：2018-03-12 07:24

本文选题：电子商务　切入点：营销策略　出处：《太原理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：电子商务的迅速发展,使得人们的思维方式,生活观念都在变化中,它对现实生活的穿透力,不仅仅表现在天文数字般的商业数据上,更表现在对公众消费的习惯的强大颠覆上。从虚拟商场购物已俨然成为人们生活中不可分割的一部分,衣食住行均可在这个互联网提供的虚拟市场上来实现,人们足不出户便可解决所有一切与生活相关的事与物。而为了顺应这一互联网时代,企业的经营与发展也逐步从传统的商业模式跳脱出来,加入新的电子商务大战当中。现如今一个完全脱离网络、远离电子商务大环境的企业是很难在新的经济体系下的市场环境内生存和发展。近年来竞争愈来愈激烈,价格透明,群雄鼎立,又有不断有新秀崛起,要想在这个行业傲视群雄,让企业在这么激烈的竞争环境中取得长远的发展。因此,为企业量身构建一套顺应电子商务大环境发展的营销策略尤为重要。本文以电子商务环境背景下的百橙电商公司作为研究对象,以市场营销组合理论及市场细分理论作为主要理论基础,采用文献研究法和定量分析法结合的分析方法,分析了国内外同业资料及文献;运用迈克尔.波特的五力模型、竞争态势矩阵(CPM)等工具,对百橙公司营销策略的外部环境和内部环境进行了系统的分析;运用SWTO工具分析了了百橙公司的优势、劣势、机会、威胁等问题;利用4Ps理论制定出百橙公司优化后的营销策略和保障策略。本论文的重点是通过对百橙公司环境分析制定出在电子商务背景下的营销策略和有效的保障措施,完善在实际经营过程中的营销策略指向性,更好地满足客户的需求,提高客户体验感和黏性度,从而提高公司的销售额、知名度和市场竞争力。论文的难点在于相关业务资料数据不详细,数据的查阅工作量较大,可参考比例较少。电子商务背景下垂直领域中企业营销策略方面有很高的差异化,相关大数据涉及商业机密,不利于完整收集,在论文的数据分析方面带来了困难。论文的创新点是百橙电商公司在垂直领域中根据实际工作中的业务结构,通过产品、定价、渠道、促销推广四个方面针对性地提出营销策略优化方案。综合来讲,促使笔者发现新的机遇,初步构定出突破瓶颈的新模式,为公司发展奠定了较好的基础。本论文通过对百橙电商公司的营销策略进行了系统的分析和研究,并对经营过程中遇到的问题给予了具体的解决措施。有利于百橙公司在产品结构、定价机制、促销机制、销售渠道等方面进行系统地完善,能一定程度上提高百橙电商公司在这个大的电商环境中的生存力以及市场竞争力。同时,论文研究的制定的营销策略,对百橙公司未来新商业模式的探索提供了有效的支持,也为其他电子商务企业的发展提供些许借鉴。
[Abstract]:With the rapid development of electronic commerce, people's way of thinking and concept of life are changing, and its penetration of real life is not only reflected in astronomical commercial data. From the virtual shopping mall shopping has become an integral part of people's lives, clothing, food, housing and transportation can be realized in this virtual market provided by the Internet. In order to conform to the Internet era, the management and development of enterprises have gradually jumped out of the traditional business model. Joining the new electronic commerce war. Nowadays, an enterprise that is completely out of the network and far away from the electronic commerce environment is very difficult to survive and develop in the market environment under the new economic system. In recent years, the competition has become more and more intense and the prices are transparent. If you want to excel in this industry and let enterprises make long-term progress in such a fierce competitive environment, It is very important to set up a set of marketing strategies for enterprises to adapt to the development of e-commerce environment. In this paper, hundred Orange E-Commerce Company under the background of E-commerce environment is taken as the research object. Taking marketing combination theory and market segmentation theory as the main theoretical basis, this paper analyzes the domestic and foreign peer data and literature by using the method of literature research and quantitative analysis, and applies Michael Porter's five-force model. The external and internal environment of the company's marketing strategy is systematically analyzed, and the advantages, disadvantages, opportunities and threats of the company are analyzed by using SWTO tools. Based on the 4Ps theory, the optimized marketing strategy and guarantee strategy are worked out. The emphasis of this paper is to establish the marketing strategy and effective safeguard measures under the background of electronic commerce by analyzing the environment of the company. Improve the orientation of marketing strategies in the actual business process, better meet the needs of customers, improve customer experience and viscosity, thereby increasing the company's sales, The difficulty of the paper is that the relevant business data is not detailed, the data access workload is large, the proportion of reference is less. Under the background of electronic commerce, the enterprise marketing strategy in vertical field is very different. Big data is involved in trade secrets, which is not conducive to complete collection and brings difficulties in the analysis of the data of the paper. The innovation of the paper is that the company is in the vertical field, according to the business structure of the actual work, through the products, pricing, The channel, promotion and promotion of the four aspects of targeted marketing strategy optimization program. To sum up, the author found new opportunities, and initially set up a new model to break through the bottleneck. This paper has carried on the systematic analysis and the research to the hundred orange electronic commerce company's marketing strategy. And the problems encountered in the course of operation are given specific solutions, which are conducive to the systematic improvement of the product structure, pricing mechanism, promotion mechanism, sales channels, and so on, in the products structure, pricing mechanism, promotion mechanism, sales channels, etc., of the hundred Orange Company. To a certain extent, it can improve the viability and market competitiveness of the company in this large e-commerce environment. At the same time, the marketing strategy studied in this paper provides an effective support for the exploration of a new business model for the company in the future. Also for the development of other e-commerce enterprises to provide some reference.
【学位授予单位】：太原理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F724.6

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