百脑汇商场的O2O营销模式研究

发布时间：2018-05-12 12:14

本文选题：百脑汇 + O2O　；参考：《哈尔滨理工大学》2015年硕士论文

【摘要】：当前我国IT商场环境的萎缩,传统的IT商场受来自各方面的冲击,不得不转型求生。通过对百脑汇商场的营销模式的研究,可以对IT商场如何在现有市场环境下制定适合自身的营销模式,更好的生存发展有很大帮助。本文采用调查法、案例分析法、定量和定性相互结合的方法以及PEST分析法和SOWT分析法,研究百脑汇O2O营销模式转型,为百脑汇商场今后的运营模式改进和同行业公司创造符合自身发展战略的运营模式提供借鉴。本文首先对百脑汇商场的公司战略与营销模式进行概述,利用PEST分析和SWOT分析百脑汇商场市场营销的宏观环境和微观环境进行了分析;其次,提出百脑汇商场营销应选择O2O营销模式,百脑汇商场营销模式的实施要素为市场定位和细分、产品和服务、品牌运营、电商运营等四个方面;再次对百脑汇商场的营销模式实施保障措施及效果进行评估。一方面对百脑汇商场O2O营销模式实施策略进行定位,如建立平台——百脑汇官网、微信公共平台、新浪微博,O2O人群的定位——招募会员及粉丝维护等,另一方面提出百脑汇商场O2O营销实施的具体策略:营销和品牌,利用企业优势,重视企业品牌形象,加强营销团队建设与培训,提升营销技能;为实施“科技+美食+时尚”的复合式IT商场体验营销策略,并提出技术、人才和管理的保障措施;最后进行百脑汇商场O2O营销的效果评估,包含Oline粉丝数、Offline转换率、Offline活动参与人数、Offline回转率、百脑汇商场运营模式创新后定位准确度评估、百脑汇商场运营模式创新后业态分布合理度评估、百脑汇商场运营模式创新后人气买气评估百脑汇商场消费者和商家满意度、百脑汇商场媒体年度曝光次数、百脑汇商场客诉数量。
[Abstract]:At present, the environment of IT market in our country shrinks, the traditional IT market is impacted by various aspects, and has to transform to survive. Through the research on the marketing mode of Bainaohui shopping mall, it can be helpful to how to establish the suitable marketing model for IT mall under the existing market environment and better survival and development. This paper uses investigation method, case analysis method, quantitative and qualitative method, PEST analysis method and SOWT analysis method to study the transformation of O _ 2O marketing mode. It provides a reference for the improvement of the future operation mode of Bainaohui shopping mall and the creation of the operation mode in line with its own development strategy by the same industry companies. This paper first summarizes the company strategy and marketing model of Bainaohui shopping mall, and analyzes the macro and micro environment of the marketing by using PEST analysis and SWOT analysis. The paper points out that the marketing of Bainaohui mall should choose the O _ 2O marketing mode, and the implementing elements of the marketing mode are market orientation and subdivision, product and service, brand operation and e-commerce operation. Again, the marketing model of Bainaohui Mall is evaluated. On the one hand, positioning the implementation strategy of the O2O marketing model in Bainaohui Mall, such as setting up a platform-Bainaohui official website, WeChat public platform, the positioning of Sina Weibo and O2O groups-recruiting members and maintaining fans, and so on. On the other hand, it puts forward the specific strategies of implementing O2O marketing in Bainaohui Mall: marketing and brand, making use of the advantages of enterprises, paying attention to the brand image of enterprises, strengthening the construction and training of marketing teams, and improving marketing skills; In order to implement the experience marketing strategy of "science and technology food fashion", and put forward the safeguard measures of technology, talent and management, finally carry on the evaluation of the effect of O _ 2O marketing in Bainaohui market. Including the number of Oline fans and the off line conversion rate, the number of people participating in the off line activity and the off line turnover rate, the evaluation of the positioning accuracy after the innovation of the operation mode of the Bainaohui shopping mall, the evaluation of the reasonable distribution of the business form after the innovation of the operation mode of the Bainaohui shopping mall. After the innovation of the operation mode of Bainaohui shopping mall, the customer and business satisfaction of Bainaohui shopping mall was evaluated, the media exposure times of Bainaohui shopping mall and the number of customers sued by Bainaohui shopping mall.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F721

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