Z公司基于电子商务平台的集客式营销策略研究

发布时间：2018-06-14 18:59

本文选题：集客式营销 + B2C　；参考：《广西大学》2012年硕士论文

【摘要】：在网络营销3.0时代,消费者的行为发生了巨大的转变,他们逐渐从被动的角色变成主动的角色。为了迎合这一变化,集客式营销应运而生,其核心是通过搜索引擎、社会化网络媒体网站吸引客户主动找到企业及所提供的商品,进而完成商品交易的新型网络营销模式。Z公司顺势而为,坚持“以客户需求为中心,提升客户体验为第一要素”的营销理念。在互联网的机遇下,Z公司充分发挥企业自身优势,利用互联网技术构建企业枢纽式的电子商务平台,并制定有效的集客式营销策略,取得消费者和企业的双赢,在激烈的互联网市场竞争中求得长远的发展。论文研究的核心问题是：第一,Z公司如何运用集客式营销理念构建电子商务平台,第二,Z公司如何以电子商务网站为基础平台,以奢侈品为主要商品,进行有效的集客式营销。围绕这两个问题,首先,了解国内外集客式营销的现状,并剖析集客式营销的相关概念及其理论基础,其次,实地调研并分析Z公司的营销现状,对Z公司集客式营销进行SWOT分析,得出其最佳发展战略,并采用系统设计的方法,在集客式营销理念的基础上构建Z公司B2C模式的电子商务平台,再次,论文的重点,针对Z公司的实际情况,主要依据4C营销理论,制定出相应有效的集客式营销策略,具体包括：顾客策略、成本策略、便利策略和沟通策略以及营销创新策略。最后,总结研究结果,指出有待进一步研究的问题,并提出对集客式营销策略的展望。论文研究的目的,一方面为了进一步拓展集客式营销的应用领域和实践案例,另一方面为我国中小型企业提供一种科学的网络营销参考模型。
[Abstract]:In the era of internet marketing 3.0, the behavior of consumers has changed dramatically, and they have gradually changed from passive role to active role. In order to cater to this change, collective marketing emerges as the times require, the core of which is to attract customers through search engines and social network media sites to actively find enterprises and the goods they provide. Furthermore, the new network marketing mode of commodity trading. Z Company is in the right direction, insisting on the marketing idea of "taking customer demand as the center and promoting customer experience as the first factor". Under the opportunity of the Internet, the company makes full use of the advantages of the enterprise, uses the Internet technology to construct the electronic commerce platform of the enterprise hub type, and formulates the effective collective-type marketing strategy, obtains the win-win situation between the consumer and the enterprise. In the fierce Internet market competition to achieve long-term development. The key problems of this paper are as follows: first, how to construct E-commerce platform by using the concept of collection-oriented marketing, and how to use E-commerce website as the basic platform and luxury goods as the main commodity to carry on the effective collective-type marketing. Focusing on these two problems, first of all, to understand the current situation of domestic and foreign customer marketing, and analyze the related concepts and theoretical basis of customer marketing, second, field investigation and analysis of Z company's marketing status, Based on the SWOT analysis of the collection-type marketing of Z Company, the best development strategy is obtained, and the system design method is used to construct the E-commerce platform of the B2C model of Z Company on the basis of the concept of "collective-guest marketing". Again, the emphasis of the paper, According to the actual situation of Z Company, the corresponding effective customer strategy, cost strategy, convenience strategy, communication strategy and marketing innovation strategy are worked out according to 4C marketing theory. Finally, the paper summarizes the research results, points out the problems to be further studied, and puts forward the prospect of collective-type marketing strategy. On the one hand, the purpose of this paper is to further expand the application field and practical cases of collective-type marketing, on the other hand, to provide a scientific network marketing reference model for small and medium-sized enterprises in China.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F724.6;F274

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