A网络代理公司的营销策略研究

发布时间：2018-04-02 17:50

本文选题：网络营销　切入点：网络代理公司　出处：《东华大学》2015年硕士论文

【摘要】：随着信息技术的飞速发展,网络购物正逐渐取代传统的购物方式,网络营销也成为了诸多商家推广业务的不二选择。A公司是上海的一家以零食类代理为主,非代理经销为辅的网络营销公司。在激烈的竞争中,A公司通过对竞争对手及自身缺陷的分析,意识到只有改善营销策略、制定良好的发展措施、拓展与整合相关资源,才能在竞争中立于不败之地。本论文第一章主要介绍了本文的研究背景与目的、研究内容与方法和技术路线,并大致介绍了零食行业网络销售及A公司的概况,提出有待改进的问题点。第二章针对市场营销、网络营销进行相关理论的研究。结合网络营销简述了4P营销策略、结合A公司情况描述了网络营销的流行趋势。第三章介绍了网络代理营销的现状及四种形式、A公司的业务概况和产品代理现状、并以品牌直营为主的竞争者和以产品代理为主的竞争者两方面对竞争者作了分析。运用数据统计的方式分析了A公司客户的类型、规模和习惯。第四章针对A公司现状分析得出的相关问题点,运用波士顿矩阵和价格弹性理论、营销平台比较以及IM和微博推广等方面的建议改善营销策略。在未来的发展措施方面提出了发展自有品牌的设想,以期积累公司的品牌价值。第五章本人希望通过对A公司资源拓展、资源整合和内部营销管理改善的策略,使A公司得到可持续发展。例如,努力取得供应商的信任以获得更多的产品资源,优化产品的种类、业务间的横向联系和设置产品组合来实现资源整合,最后建议加强对员工的激励、资源分配、联合和借用资源来改善A公司的内部营销管理。总之,本次研究以网络营销为背景,市场营销策略为基础,对A网络代理公司的营销策略作了深入的探讨,并提出改善建议。对A公司资源的拓展和整合也提出了参考性意见。本文中以A公司的实际情况为出发点,对比相关数据,实践性强,以期能使A公司提高整体实力,在竞争中占据更有利的地位。
[Abstract]:With the rapid development of information technology, online shopping is gradually replacing the traditional way of shopping. Network marketing has also become the best choice for many merchants to promote their business. A company is a snack food agent in Shanghai.Non-agency distribution supplemented by a network marketing company.In the fierce competition, through the analysis of the competitors and their own defects, we realize that only by improving the marketing strategy, formulating good development measures, expanding and integrating related resources, can we be in an invincible position in the competition.The first chapter of this paper mainly introduces the research background and purpose, research content, method and technical route, and introduces the general situation of snack industry network sales and A company, and points out the problems to be improved.The second chapter aims at the marketing, the network marketing carries on the related theory research.Combined with the network marketing, this paper briefly describes the 4P marketing strategy, and describes the popular trend of the network marketing in the light of the situation of A company.This paper analyzes the type, scale and habit of A company's customers by means of data statistics.In the fourth chapter, we use Boston matrix, price elasticity theory, marketing platform comparison, IM and Weibo to improve the marketing strategy.In the future development measures put forward the idea of developing private brand, in order to accumulate the brand value of the company.In the fifth chapter, I hope that A company can get sustainable development through the strategies of resource expansion, resource integration and internal marketing management improvement.For example, strive to gain the trust of suppliers to obtain more product resources, optimize product types, horizontal linkages between businesses, and set up product combinations to achieve resource integration. Finally, it is recommended to strengthen employee motivation and resource allocation.Combine and borrow resources to improve company A's internal marketing management.In a word, based on the background of network marketing and marketing strategy, this paper makes a deep discussion on the marketing strategy of A network agent company, and puts forward some suggestions for improvement.The development and integration of company A resources are also put forward for reference.This paper takes the actual situation of company A as the starting point, contrasts the related data, the practicality is strong, in the hope can enable A company to raise the overall strength, occupies the more advantageous position in the competition.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F724.6

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