ZC公司网络营销策略研究

发布时间：2018-05-15 16:38

本文选题：网络营销策略 + 目标市场分析　；参考：《华东理工大学》2017年硕士论文

【摘要】：随着经济发展和人们日益增长的需求,以及政府的大力支持,房地产业呈现蓬勃发展的态势,伴随而来的是家装行业的快速发展。据阿里数据统计,2015年家装行业的经营额约有5万亿元,市场前景广阔市；然而,市场上家装品牌众多,竞争激烈,而缺乏营销策略管理的中国家装行业也普遍被市场规模扩大受阻的问题困扰。因此,家装企业不仅要以优质的产品和优质的服务来赢得客户的口碑,同时也需要现代的网络营销策略指导以获取竞争优势。本文以ZC公司为研究对象,采用理论与实际案例相结合的方法,对ZC公司的网络营销策略环境和市场定位做出全面的分析,并制定出合理的营销组合策略。首先,利用PEST模型、波特五力模型、竞争对手分析理论、产业生命周期理论以及SWOT模型对ZC公司内外部营销环境进行了较全面的分析。并且从ZC公司的营销团队、竞争力、品牌、产品、团队以及定价等方面对ZC公司营销存在的问题进行剖析。其次对ZC公司主要竞争对手进行分析判断,运用STP法则进行市场细分、目标市场选择与市场定位,并依据自身优势甄选目标市场,对公司的产品在市场上进行细致定位,并制定出营销组合策略。最后,通过公司人力、物力、财力资源的优化配置、销售组织结构的优化以及网络营销过程的控制三个方面,对ZC公司网络营销策略的实施做出说明,以保证上述的营销策略能够顺利实施,达到公司营销所要实现的目标。因此,面对家装市场的巨大商机,ZC公司应该抓住机会,充分利用网络营销的资源获取竞争优势,从而取得公司的长远发展。
[Abstract]:With the development of economy and the increasing demand of people as well as the support of the government, the real estate industry is developing vigorously, which is accompanied by the rapid development of the home decoration industry. According to Ali's statistics, the business volume of the household decoration industry in 2015 was about 5 trillion yuan, and the market has a bright future. However, there are many brands in the market and the competition is fierce. The lack of marketing strategy management in China's home decoration industry is also generally hindered by the expansion of market size problems. Therefore, home improvement enterprises should not only win the reputation of customers with high quality products and service, but also need the guidance of modern network marketing strategy to gain competitive advantage. This paper takes ZC Company as the research object, adopts the method of combining theory with practical cases, makes a comprehensive analysis of the network marketing strategy environment and market positioning of ZC Company, and formulates the reasonable marketing combination strategy. Firstly, using PEST model, Porter five forces model, competitor analysis theory, industry life cycle theory and SWOT model, this paper makes a comprehensive analysis of the internal and external marketing environment of ZC Company. And from the ZC marketing team, competitiveness, brand, product, team and pricing aspects of ZC marketing problems. Secondly, we analyze and judge the main competitors of ZC Company, use the STP law to subdivide the market, select the target market and position the market, and select the target market according to its own advantages, and make a detailed positioning of the company's products in the market. And make out the marketing mix strategy. Finally, through the optimal allocation of human, material and financial resources, the optimization of sales organization structure and the control of network marketing process, the implementation of ZC company's network marketing strategy is explained. To ensure that the above-mentioned marketing strategy can be implemented smoothly, to achieve the company's marketing objectives. Therefore, in the face of the huge business opportunity in the home improvement market, ZC Company should seize the opportunity, make full use of the resources of network marketing to obtain the competitive advantage, so as to obtain the long-term development of the company.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.88

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