A公司网络营销组合策略研究

发布时间：2018-04-14 07:31

本文选题：网络营销组合 + STP　；参考：《南京大学》2012年硕士论文

【摘要】：随着互联网事业蓬勃发展,网络已近覆盖到人们生活的方方面面,电子商务的模式也在不断地更新,从传统的B2B/C——B282B/C——020,专业打造互联网渠道的企业也在不断的调整自己在商战中的角色,从传统的第二方到第三方甚至到第四方。利用互联网渠道的传递信息的便捷行和海量性以及数量众多的会员优势,不断的整合着线上、线下各种行业的商家。“电商整合运动”时代已经到来,电商平台的盈利模式也在不断的发生变化,从广告收入——竞价排位——产品差价——支付服务费等,并不断涌现出吸金新贵：阿里巴巴、淘宝、当当、京东、卓越、百度,再到近期爆发式出现的以拉手、美团为主的“千团大战”。甚至连打造其它渠道的企业也积极投入到这场“整合运动”中,从过去的携程,到会购、维络城,甚至是分众传媒近期也全部更新了自己的楼宇终端,掀起了Q卡风暴。在这场运动中,以做电子政务信息化系统起家的A公司,也利用自己得天独厚的资源优势,逐步转向至电子商务中,并更为大胆地提出第五方的跨行业跨产业的“360携程”整合模式,并为之构建起满足G、B、C三方需求的线上渠道“公众行”网络平台,同时建立了物理渠道(商务服务中心),无线(SP)平台,以及传统媒体等多种渠道,立体式的对产品和服务进行传达展示。由于A公司即将所做的事业是全方位,跨行业和跨产业的“360携程”模式的整合,所涉及到的整合范围极广,业务开展难度极高,同时服务对象纵贯G、B、C整体,庞大的商业模式如何落地操作,整个公司层面还不是很清晰,尤其在战术上和动作上不清楚,有个显著的现象就是大多数员工知道公司的宏观目标,但不知道每天自己该围绕着宏观目标实现哪些微观目标,做哪些动作。对于管理层而言,如何通过“分众行”实现“公众行”,正在建设中的电商平台——“公众行”,应当如何建设才能与公司战略目标匹配等战术制定尚不明确,需要提出具有针对性的完整的营销组合策略。本文将结合STP目标市场理论和4S网络营销组合模型,结合A公司的“创业行”项目为案例对上述问题进行了深入研究,并总结了一套完整的营销组合策略。
[Abstract]:With the rapid development of Internet , the network has covered all aspects of people ' s life , and the pattern of e - commerce has been continuously updated . From the traditional B2B / C _ B282B / C _ 020 , enterprises with Internet channel have continuously adjusted their role in the commercial war .

In this campaign , A company , which is the starting point of E - government information system , also makes use of its own unique resource advantage , gradually turns to E - commerce , and puts forward the " 360 - carrier " integration model of cross - industry cross - industry of the fifth party , and builds up the online channel " public line " network platform meeting the requirements of G , B and C . At the same time , it establishes the physical channel ( business service center ) , wireless ( SP ) platform , and traditional media , etc . , and displays the products and services .

Because A company is about to do business is an all - round , cross - industry and cross - industry ' 360 carry ' mode , the integration scope is very wide , the business is very difficult , while the service object traverses G , B , C as a whole , the huge business mode is not clear , and the whole company level is not clear , especially in tactics and actions .

In this paper , combining the STP target market theory and 4S network marketing combination model , this paper makes a deep study on the above - mentioned problems in combination with the project of " Start - up Line " of A Company , and summarizes a complete set of marketing strategy .

【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F49;F274

【参考文献】