基于移动端的宝洁天猫旗舰店销售额提升策略研究
发布时间：2018-08-20 17:09
【摘要】：近年来,我国电子商务发展迅猛,网络购物市场的发展前景持续看好。以宝洁公司为代表的传统企业纷纷选择网络渠道销售产品,并对其越来越倚重。截至目前,在阿里巴巴旗下的天猫商城开设B2C网络交易商店成为大多数传统企业电商渠道开拓的首选。与此同时,移动互联网的快速发展使得移动端上网逐渐成为互联网用户的首选,通过移动端登陆天猫商城浏览商品信息已经越来越频繁。然而,在移动端流量不断攀升的背后,销售额却难有显著的提升。因此,如何将不断攀升的移动端流量转化为切实的销售额已经成为众多企业需要思考的重要问题。对于宝洁天猫旗舰店而言,这一问题显得尤为关键。 论文基于宝洁天猫旗舰店自开店以来的历史数据,首先对比分析了宝洁天猫旗舰店在PC端和移动端的销售额表现,发现目前存在的三方面主要问题：第一,移动端销售额相对PC端显著较低；第二,移动端销售额在长期中未表现出明显的增长态势；第三,移动端相比PC端而言,转化率很低。接下来,论文对产生上述问题的原因进行了分析,发现主要来自三个方面：第一,在移动端广告策略方面,宝洁天猫旗舰店投入不足；第二,在移动端销售促进策略方面,不管是和PC端相比,还是和竞争对手相比,宝洁天猫旗舰店的优惠力度均有明显缺失；第三,在移动端展现及技术策略方面,宝洁天猫旗舰店未能根据手机屏幕的显示特征做出相应调整。在此基础上,论文首先从以消费者需求为中心、重视移动端资源投入、提升对竞争对手的跟进程度等几个方向对宝洁天猫旗舰店移动端销售额的提升给出了总体方案,进而从网络推广策略、促销沟通策略以及保障措施等方面对宝洁天猫旗舰店移动端销售额的提升进行了具体建议。 论文的研究结果在一定程度上能够为宝洁天猫旗舰店以及同行业其他企业在移动端销售额的提升提供借鉴,使其在移动互联网环境下实现更好更快的发展。
[Abstract]:In recent years, e-commerce of our country develops rapidly, the development prospect of network shopping market continues to be optimistic. Procter & Gamble as the representative of traditional enterprises have chosen network channels to sell products, and more rely on it. So far, opening B2C online trading stores in Alibaba's Tmall Mall has become the first choice for most traditional e-commerce channels. At the same time, with the rapid development of mobile Internet, mobile Internet has gradually become the first choice for Internet users. However, behind the rising mobile traffic, sales are difficult to significantly improve. Therefore, how to transform the rising mobile traffic into real sales has become an important issue for many enterprises. For Procter & Gamble's Tmall flagship store, this issue is particularly critical. Based on the historical data of Procter & Gamble Tmall flagship store since its opening, this paper first compares and analyzes the sales performance of P & G Tmall flagship store on PC side and mobile side, and finds three main problems: first, The sales volume of mobile end is significantly lower than that of PC terminal; second, the sales of mobile end has no obvious growth trend in the long run; third, the conversion rate of mobile end is very low compared with that of PC terminal. Then, the paper analyzes the reasons for the above problems, and finds that the main reasons come from three aspects: first, in the mobile side advertising strategy, P & G Tmall flagship store investment is insufficient; second, in mobile side sales promotion strategy, Compared with PC and competitors, P & G Tmall flagship store has obvious lack of preferential strength. Third, in mobile side display and technical strategy, Procter & Gamble Tmall flagship store failed to adjust to the display features of the phone screen. On the basis of this, the paper first gives the overall plan for the mobile end sales of P & G Tmall flagship store by taking consumer demand as the center, paying attention to the resource input on the mobile side, improving the follow up degree to the competitors, and so on. Furthermore, the paper gives some suggestions on how to promote the mobile sales of P & G Tmall flagship store from the aspects of network promotion strategy, promotion communication strategy and safeguard measures. To some extent, the research results can provide a reference for P & G Tmall flagship store and other enterprises in the same industry to promote the sales of mobile side, so that it can achieve better and faster development in the mobile Internet environment.
【学位授予单位】：北方工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6
本文编号：2194376
[Abstract]:In recent years, e-commerce of our country develops rapidly, the development prospect of network shopping market continues to be optimistic. Procter & Gamble as the representative of traditional enterprises have chosen network channels to sell products, and more rely on it. So far, opening B2C online trading stores in Alibaba's Tmall Mall has become the first choice for most traditional e-commerce channels. At the same time, with the rapid development of mobile Internet, mobile Internet has gradually become the first choice for Internet users. However, behind the rising mobile traffic, sales are difficult to significantly improve. Therefore, how to transform the rising mobile traffic into real sales has become an important issue for many enterprises. For Procter & Gamble's Tmall flagship store, this issue is particularly critical. Based on the historical data of Procter & Gamble Tmall flagship store since its opening, this paper first compares and analyzes the sales performance of P & G Tmall flagship store on PC side and mobile side, and finds three main problems: first, The sales volume of mobile end is significantly lower than that of PC terminal; second, the sales of mobile end has no obvious growth trend in the long run; third, the conversion rate of mobile end is very low compared with that of PC terminal. Then, the paper analyzes the reasons for the above problems, and finds that the main reasons come from three aspects: first, in the mobile side advertising strategy, P & G Tmall flagship store investment is insufficient; second, in mobile side sales promotion strategy, Compared with PC and competitors, P & G Tmall flagship store has obvious lack of preferential strength. Third, in mobile side display and technical strategy, Procter & Gamble Tmall flagship store failed to adjust to the display features of the phone screen. On the basis of this, the paper first gives the overall plan for the mobile end sales of P & G Tmall flagship store by taking consumer demand as the center, paying attention to the resource input on the mobile side, improving the follow up degree to the competitors, and so on. Furthermore, the paper gives some suggestions on how to promote the mobile sales of P & G Tmall flagship store from the aspects of network promotion strategy, promotion communication strategy and safeguard measures. To some extent, the research results can provide a reference for P & G Tmall flagship store and other enterprises in the same industry to promote the sales of mobile side, so that it can achieve better and faster development in the mobile Internet environment.
【学位授予单位】：北方工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6
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