深圳伟嘉电器公司营销策略创新研究

发布时间：2018-11-21 16:16

【摘要】：尽管人们使用互联网只有短短的10多年,但它比以往任何时代的技术更快、更彻底的把世界变小了。互联网具有即时、高速、低成本、高效等,比以往任何技术都不具备的特点,快速的扩大了人们的交际圈,彻底改变了之前信息流通方式,重塑了人们的购物行为。现在人们在互联网上很容易搜索到自己需要的信息,这种优势也让以前靠传统流通渠道传递信息流、物流和资金流的供需双方在瞬间直接发生联系,带给电商业比传统零售企业更强的竞争优势,当把人们在虚拟关系中的信任问题解决后,许多传统零售企业在与电商的竞争中失败,纷纷破产。深圳伟嘉电器公司是一家传统小家电生产企业,也正经历着生存危机:员工人心浮动,出现辞职潮;经销商破产,零售网点因亏损严重,陆续撤场;公司经营陷入恶性循环,昔日成功营运市场的营销策略已没有任何效果,公司领导层束手无措,大家都担忧公司未来的发展前景。本文主要研究深圳伟嘉电器公司在广泛运用互联网环境下所遇到的生存危机,通过对营销本质的追根溯源,结合当前社会环境中各种营销要素。对以往营销策略重新检讨,反复审视深圳伟嘉电器公司4PS营销策略,从四个方面的创新和实施,重新配置营销资源,创建符合当前企业经营环境下帮助企业实现生存与发展的营销新策略。
[Abstract]:Although the Internet has only been used for more than a decade, it has made the world smaller faster and more thoroughly than ever before. The Internet has the characteristics of instant, high speed, low cost, high efficiency and so on. Compared with any previous technology, the Internet has rapidly expanded people's social circle, completely changed the way of information flow before, and reshaped people's shopping behavior. Now it is very easy for people to find the information they need on the Internet. This advantage also allows us to rely on traditional circulation channels to transfer information flows, and the supply and demand sides of logistics and capital flows have direct contact in an instant. It brings more competitive advantages than the traditional retail enterprises. After solving the trust problem in the virtual relationship, many traditional retail enterprises fail in the competition with the e-commerce and go bankrupt one after another. Shenzhen Wei Jia Electrical Appliance Company is a traditional small household appliance production enterprise, also experiencing a survival crisis: the staff floating, resignation tide, dealer bankruptcy, retail outlets because of serious losses, one after another withdrawal; The company is trapped in a vicious circle, the marketing strategy of successful operation in the past has no effect, the company leadership is at a loss, and everyone is worried about the future development of the company. This paper mainly studies the survival crisis encountered by Shenzhen Weijia Electric Appliance Company under the extensive use of the Internet. By tracing back to the source of the essence of marketing and combining all kinds of marketing elements in the current social environment. Review the previous marketing strategy, repeatedly examine the 4PS marketing strategy of Shenzhen Weijia Electric Co., Ltd., and reconfigure the marketing resources from four aspects of innovation and implementation. To create new marketing strategies to help enterprises to survive and develop in the current business environment.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.6

【相似文献】