溢鑫电子科技有限公司网络营销策略研究

发布时间：2018-02-26 03:15

本文关键词： 溢鑫公司五金产品网络营销策略组合　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：从网络营销诞生之日起,就对人们的生活方式带来了革命性的影响和冲击,尤其是近些年,网络营销几乎渗透到各行各业的每一个角落和商业链条的每一个环节,选择在网上购物的人越来越多。网络营销对于传统营销方式,无疑是一个巨大的撼动,其影响是颠覆性的。面对网络营销迅猛的发展态势,传统营销企业有如逆水行舟,不进则退,如果不寻求改变,寻求突破,那么必然会被时代所抛弃。基于这样的背景,本文以4P理论为基础,对溢鑫电子科技有限公司的网络营销策略进行了相应的分析和研究。为了制定行之有效的网络营销策略,本文首先对溢鑫电子科技有限公司做了简单的介绍,对公司做出了准确的定位。进而,本文交代了理论基础并且总结了其他文献在相关领域的研究。在此之后,文分析了溢鑫公司网络营销的宏观环境,可以看到,公司发展的政治环境、社会环境、技术环境和经济环境良好。接下来的微观环境分析可以看到企业自身的渠道优势明显,但是销量不足且产品结构有待调整。在接下来的SWOT分析法运用中,本文对溢鑫公司网络营销的优势、劣势、机会和威胁进行了列举和分析。综合这些因素,本文提出了溢鑫公司应该采取积极的营销策略——SO扩张型营销发展策略。最后,本文从产品、价格、渠道、促销四个方面制定了公司的营销策略,提出了产品组合调整策略,服务策略的引进,逆向定价、差别定价和竞争定价的价格策略,建立垂直营销渠道、建立复合的网络营销渠道的渠道策略以及积极的促销策略。本文希望通过对溢鑫电子科技有限公司网络营销策略的研究,使溢鑫电子科技有限公司的经营者能够认识公司自身的特点和基本情况,充分了解公司网络营销的宏观、微观环境,找出并解决公司目前在网络营销方向出现的问题,使公司充分认识到自身的优势和劣势,了解竞争市场给公司带来的机会和威胁。最终,本文从产品、价格、渠道和促销四个方面为溢鑫电子科技有限公司提供出完整立体的网络营销策略组合,以此使公司具备更高的竞争能力,并且在日益严酷的市场竞争中得到生存和发展。
[Abstract]:Since the birth of network marketing, it has brought revolutionary influence and impact to people's way of life. Especially in recent years, network marketing has infiltrated almost every corner of various industries and every link of commercial chain. More and more people choose to shop on the Internet. Network marketing is undoubtedly a huge shake to the traditional marketing mode, and its influence is subversive. In the face of the rapid development of online marketing, the traditional marketing enterprises are like a boat in the opposite direction. If we don't seek change and breakthrough, we will inevitably be abandoned by the times. Based on this background, this paper is based on the 4P theory. This paper analyzes and studies the network marketing strategy of Yexin Electronic Technology Co., Ltd. In order to make an effective network marketing strategy, this paper firstly introduces Yexin Electronic Technology Co., Ltd. Then, this paper explains the theoretical basis and summarizes the research of other literature in related fields. After that, the article analyzes the macro environment of the network marketing of Yanxin Company, which can be seen, The political, social, technological and economic environment for the development of the company is good. The following micro-environment analysis can see that the channel advantage of the enterprise itself is obvious. However, the sales volume is insufficient and the product structure needs to be adjusted. In the following application of SWOT analysis, this paper enumerates and analyzes the strengths, weaknesses, opportunities and threats of the online marketing of Yanxin Company. This paper puts forward that Yanxin Company should take active marketing strategy-so expansion marketing development strategy. Finally, this paper formulates the company's marketing strategy from four aspects: product, price, channel and promotion, and puts forward the adjustment strategy of product combination. The introduction of service strategies, reverse pricing, differential pricing and competitive pricing pricing strategies, establish vertical marketing channels, This paper hopes to study the network marketing strategy of Yanxin Electronic Technology Co., Ltd., through the research of the network marketing strategy of Yanxin Electronic Technology Co., Ltd. To enable the operators of Yanxin Electronic Technology Co., Ltd. to recognize the characteristics and basic conditions of the company, to fully understand the macro and micro environment of the company's network marketing, and to find out and solve the problems that the company is facing in the direction of network marketing. To make the company fully aware of its strengths and weaknesses, to understand the opportunities and threats brought to the company by the competitive market. The four aspects of channel and promotion provide Yanxin Electronic Technology Co., Ltd. with a complete and three-dimensional combination of network marketing strategies, so as to make the company have higher competitive ability and survive and develop in the increasingly harsh market competition.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.6

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