JXYD公司营销体系的数字化转型架构设计

发布时间：2018-05-11 20:48

本文选题：数字化营销 + 数字化管理　；参考：《江西财经大学》2017年硕士论文

【摘要】：过去10年在互联网的影响下、整个社会经济模式、企业的管理模式、与用户的沟通方式都发生了翻天覆地的变化。JXYD一直以来是伴随着移动互联网的成长而发展的,当前随着移动互联网的发展进入2.0时代,JYXD的产品、营销模式也正在面临巨大的挑战,一方面传统话音产品正在逐渐被OTT即时通信产品所替代,流量业务的量收剪刀差在逐步加大;另一方面新的互联网产品运营还在逐步孵化,家庭领域又面临激烈的竞争。环境的变化使得营销也随之发生了翻天覆地的改变,产品多元化使得销售模式向多元化产品组合销售转变,用户消费习惯的变化使得目标销售对象需要精确细分,人工成本的高企使得营销工作的执行需要从人工营销向线上线下协同营销转变。数字化转型已经成为通信行业突破当前困局的必然选择笔者通过对国内外关于数字化营销理论和先进经验进行研究和总结,对JXYD当前的产品、市场竞争、营销管理组织架构的现状和存在的问题进行分析归纳,在此基础上提出了新的数字化营销架构的设计方案。该方案的主要内容包括对用户、产品、触点、事件等核心要素的数字化管理;对营销策略的数字化设计;对营销目标用户的数字化精确细分;对营销执行动作的数字化承载。结合JXYD公司当前最为关注的4G营销工作,从如何实现用户群的细分开始,到如何实现四大营销目标的用户产品适配,再到如何通过各类触点统一执行,形成了一套全流程闭环的营销架构数字化优化方案。
[Abstract]:Under the influence of the Internet in the past 10 years, the whole social and economic model, the enterprise management mode, and the way of communication with users have all changed dramatically. JXYD has been developing along with the growth of the mobile Internet. At present, with the development of mobile Internet, JYXD products are entering the 2.0 era, and the marketing model is also facing enormous challenges. On the one hand, traditional voice products are gradually being replaced by OTT instant messaging products. On the other hand, the operation of new Internet products is still incubating step by step, and the family field is facing fierce competition. With the change of environment, marketing also changes dramatically. The diversification of products makes the sales model change to diversified product combination sales, and the change of consumer habits makes the target sales objects need to be subdivided accurately. The high labor cost makes the implementation of marketing work change from manual marketing to online and offline cooperative marketing. Digital transformation has become the inevitable choice for the communication industry to break through the current difficult situation. By studying and summarizing the theory and advanced experience of digital marketing at home and abroad, the author makes a study on the current products and market competition of JXYD. The present situation and existing problems of marketing management organization structure are analyzed and summarized, and a new design scheme of digital marketing structure is put forward. The main contents of this scheme include the digital management of the core elements such as user, product, contact, event, the digital design of marketing strategy, the precise segmentation of marketing target user, and the digital bearing of the executive action of marketing. Combining the 4G marketing work that JXYD company pays most attention to at present, from how to realize the subdivision of the user group, how to realize the user product adaptation of the four marketing objectives, and then how to carry out the unified implementation through all kinds of contacts, A set of closed-loop digital optimization scheme of marketing architecture is formed.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

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