PHH电商平台网络营销策略研究

发布时间：2018-04-02 00:01

本文选题：网络营销　切入点：营销策略　出处：《沈阳理工大学》2017年硕士论文

【摘要】：21世纪,随着信息科技的进步和时代的发展,互联网越来越与我们的日常生活息息相关。从公司及行业角度来看,电子商务的普及和重视程度越来越高,网络营销作为一种新兴的营销方式逐渐被各行业各公司所认可并采纳,这对以往的传统营销方式产生了相当巨大的冲击,对公司的经营理念和营销方式也都产生了较深的影响。在这种情况下,网络营销成为众多企业抢占市场,提高市场竞争力的必然选择。本文以PHH电商平台作为研究对象,以社交电商理论及网络营销理论作为主要的理论基础,通过实际调查与文献资料阅读,对PHH电商平台的现状、存在的问题和目标市场进行了分析,在客观分析PHH电商平台在中国市场内外部环境,及其优势、劣势、机遇、威胁的基础上,最终提出了适合PHH电商平台的网络营销策略建议。本文基于网络营销的基本理论为企业提出了三种网络营销策略建议。一是网络客户端优化策略,包括网站、手机APP和微信公众号的优化策略;二是4I整合营销策略,包括趣味融入策略、利益保障策略、互动策略和个性化策略;三是网络营销推广方式优化策略,包括搜索引擎营销策略、微博营销策略和网络游戏植入营销策略。
[Abstract]:In the 21st century, with the progress of information technology and the development of the times, the Internet is more and more closely related to our daily life. As a new marketing method, network marketing has gradually been accepted and adopted by various companies in various industries, which has had a great impact on the traditional marketing methods in the past. In this case, network marketing has become the inevitable choice for many enterprises to seize the market and improve the market competitiveness. This paper takes the PHH e-commerce platform as the research object. Based on the theory of social ecommerce and network marketing, this paper analyzes the current situation, problems and target market of PHH e-commerce platform through actual investigation and literature reading. Based on the objective analysis of the internal and external environment of PHH e-commerce platform in China, and its advantages, disadvantages, opportunities and threats, Finally, this paper puts forward three kinds of network marketing strategies for enterprises based on the basic theory of network marketing. One is the optimization strategy of network client, including the website. The optimization strategy of mobile phone APP and WeChat Official account; the 4i integrated marketing strategy, including interest integration strategy, interest protection strategy, interactive strategy and personalized strategy; third, network marketing promotion mode optimization strategy, Including search engine marketing strategy, Weibo marketing strategy and online game placement marketing strategy.
【学位授予单位】：沈阳理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F724.6

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