HQ展示文化公司全网营销方案及实施研究

发布时间：2018-01-20 15:31

本文关键词： 互联网营销模式全网营销竞争力　出处：《南昌大学》2014年硕士论文　论文类型：学位论文

【摘要】：中国企业尤其是中小型制造企业当前所面临的市场环境越来越严峻，首先是顾客的个性化需求，以及更为主动的购买行为；其次是进入产品过剩时代的企业间竞争更加白热化，而这种竞争也已涉及到企业经营活动的各个环节。因此，中小企业原有的传统营销模式就很难适应新形势带来的挑战。中小企业不得不在营销模式上加以创新，积极规避企业自身劣势，找到行之有效的适合企业发展的营销手段与大企业平等竞争。目前，对于中国的中小企业来说最紧迫的任务，便是在网络经济浪潮的推动下，，在网络市场中赢得一席之地。作为现代经济的补充和发展，以技术为核心的网络经济也是未来社会经济发展的一大趋势。基于这种认识，本论文首先界定了全网营销的定义及特征，然后以HQ公司实行全网营销模式改革为例分析了实现全网营销所需要具备的内外部条件，在此基础上提出了构建全网营销的关键要素、构建难点、构建原则以及HQ公司全网营销的架构设置，最后归纳了企业实施全网营销的各项保障措施。文章提出基于互联网思维的商业模式设计，以传统营销渠道结合基于PC端的互联网营销策略和基于移动端微营销策略，运用线上线下交互驱动的O2O业务模式，打造中小企业全网营销的新型营销模式，从而帮助中小企业提升竞争力，并创造企业新的利润增长点。
[Abstract]:Chinese enterprises, especially small and medium-sized manufacturing enterprises, are facing a more and more severe market environment, first of all, the personalized needs of customers, as well as more active purchase behavior; Secondly, the competition between enterprises has become more and more intense in the era of excess products, and this competition has also been involved in all aspects of business activities. The original traditional marketing model of SMEs is difficult to adapt to the challenges brought by the new situation. Small and medium-sized enterprises have to innovate in the marketing model and actively avoid their own disadvantages. To find an effective marketing means suitable for the development of large enterprises and equal competition. At present, the most urgent task for the small and medium-sized enterprises in China is to win a place in the network market driven by the tide of network economy, as a supplement and development of the modern economy. Technology as the core of the network economy is also a major trend of social and economic development in the future. Based on this understanding, this paper first defines the definition and characteristics of the whole network marketing. Then taking HQ Company to carry out the reform of the whole network marketing mode, the paper analyzes the internal and external conditions needed to realize the whole network marketing, and then puts forward the key elements and difficulties of constructing the whole network marketing. The construction principle and the frame setting of HQ company's whole network marketing are summarized. Finally, the paper summarizes the various safeguard measures of the enterprise implementing the whole network marketing. The article puts forward the business model design based on the Internet thinking. The traditional marketing channel is combined with the internet marketing strategy based on PC and the micro marketing strategy based on the mobile terminal, and the O2O business model driven by the interaction between the line and the line is used. To create a new marketing model for small and medium-sized enterprises to enhance their competitiveness and create new profit growth points.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G124;F274

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