移动互联网背景下企业直销策略研究

发布时间：2018-03-31 05:26

本文选题：直销　切入点：移动互联网　出处：《长春大学》2017年硕士论文

【摘要】：近年来,我国移动互联网技术飞速发展,移动互联网在改变人们的生活与消费习惯之余,对企业的营销环境也产生了重要影响。针对直销企业而言,直销的特殊性使得企业在移动互联网背景下的发展存在着较大的突破口。所以,直销企业必须深刻认识到移动互联网给消费者带来的改变,并了解移动互联网对企业直销产生的积极与消极影响,才能在此基础上有针对性地提出适应移动互联网环境的直销策略。由于目前直销企业的移动互联网直销仍在探索阶段,并处于不断演化中,与之相关的研究极为匮乏。所以,本文在移动互联网营销理论的研究基础上,通过探索性的研究来探讨直销企业在移动互联网背景下的直销策略具有较大的理论与现实意义。本文首先在直销理论研究综述的基础上界定直销的概念与特征,并通过直销与传销的对比分析,明确本文的研究对象;通过对移动互联网的概念、特征以及移动互联网思维做出阐述,明确移动互联网的时代背景与特征;通过对我国企业直销现状的分析,明确企业直销的优劣势。其次,简要阐述直销企业的移动互联网直销现状,并以安利公司为例,具体分析直销企业的移动互联网直销现状,为移动互联网背景下企业直销策略的制定提供一定的现实依据。最后,在企业移动互联网直销现状分析与移动互联网对企业直销的影响研究的基础上,根据影响企业直销的关键因素来具体探讨移动互联网背景下的企业直销策略。根据上述的研究,本文提出的移动互联网背景下的企业直销策略有直销产品差异化策略、定制化产品组合策略、平台互动与分享策略、互动性品牌推广策略、全过程用户体验策略以及基于位置的服务策略。
[Abstract]:In recent years, with the rapid development of mobile Internet technology in China, the mobile Internet not only changes people's life and consumption habits, but also has an important impact on the marketing environment of enterprises.For direct selling enterprises, the particularity of direct selling makes the development of enterprises under the background of mobile Internet have a big breakthrough.Therefore, direct selling enterprises must have a deep understanding of the changes that the mobile Internet has brought to consumers, and understand the positive and negative effects of mobile Internet on enterprise direct sales.On this basis, we can put forward the direct marketing strategy to adapt to the mobile Internet environment.Due to the fact that the mobile Internet direct marketing of direct selling enterprises is still in the exploration stage and is in the process of continuous evolution, the research related to it is extremely scarce.Therefore, on the basis of the research of mobile internet marketing theory, it is of great theoretical and practical significance to explore the direct selling strategy of direct selling enterprises under the background of mobile Internet through exploratory research.This paper first defines the concept and characteristics of direct selling on the basis of the summary of direct marketing theory, and through the comparative analysis of direct selling and pyramid marketing, it clarifies the research object of this paper, and through the concept of mobile Internet,The characteristics and thinking of mobile Internet are expounded, the background and characteristics of mobile Internet are clarified, and the advantages and disadvantages of direct marketing of enterprises in China are clarified by analyzing the current situation of direct marketing in Chinese enterprises.Secondly, the paper briefly describes the current situation of direct selling on the mobile Internet, and takes Amway as an example to analyze the current situation of direct selling on mobile Internet.It provides a practical basis for the establishment of direct marketing strategy under the background of mobile Internet.Finally, on the basis of the analysis of the current situation of enterprise mobile Internet direct marketing and the study of the influence of mobile Internet on enterprise direct marketing, the paper discusses the strategy of enterprise direct marketing under the background of mobile Internet according to the key factors that affect the enterprise direct marketing.According to the above research, the enterprise direct selling strategy under the background of mobile Internet proposed in this paper includes the direct selling product differentiation strategy, the customized product combination strategy, the platform interaction and sharing strategy, the interactive brand promotion strategy.The whole process user experience policy and the location-based service policy.
【学位授予单位】：长春大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274

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