PPSM SAS公司中的数字营销策略研究

发布时间：2023-02-07 07:44

　　在本研究中,为了描述它并对其进行分类,提出了一种用于评估业务PPSM SAS的模型。该模型的对比是通过设计一项战略计划来体现的,该战略计划将通过各种工具展示该公司对塑料注塑制造行业的影响,并借助其优势,局限,机遇和挑战,制定出切实可行的战略,以促进该组织的发展。本文从问题诊断开始,使用PESTEL分析和数字营销4P理论的方法对PPSM SAS公司进行评估,找到影响PPSM SAS公司在发展中存在问题的关键因素,使用SWOT矩阵法分析其优势和劣势,给出优化的建议,以完善的数字营销策略使该公司更好的分配资源,以达到本论文的目的,解决该公司的问题。

【文章页数】：121 页

【学位级别】：硕士

【文章目录】：
Acknowledgements
摘要
Abstract
Chapter One Introduction
    1.1 Research Background, Purpose and Significance
        1.1.1 Research Background
        1.1.2 Research Purpose
        1.1.3 Research Significance
    1.2 Domestic and Foreign Literature Review on Similar Topics
        1.2.1 Domestic Literature Review
        1.2.2 Foreign Literature Review
    1.3 Research Content and Questions
        1.3.1 Research Questions
        1.3.2 Research Structure
    1.4 Research Methodologies and Innovation
        1.4.1 Research Methodologies
        1.4.2 Innovations
Chapter Two Theoretical Framework
    2.1 Theory of the 4P′s in the Digital Marketing. (Idris Mootee Model)
        2.1.1 Personalization
        2.1.2 Participation
        2.1.3 Peer – to – peer
        2.1.4 Predictive Modeling
    2.2 Accenture developed the 4R Personalization Framework
        2.2.1 Recognize
        2.2.2 Remember
        2.2.3 Recommend
        2.2.4 Relevance
    2.3 Digital Marketing Channel
        2.3.1 Website Marketing
        2.3.2 E-mail Marketing
        2.3.3 Social Media Marketing
        2.3.4 Mobile Marketing
        2.3.5 Search Engine Marketing
        2.3.6 Content Marketing
        2.3.7 Display Marketing
Chapter Three Business Environment Analysis
    3.1 External Environmental Analysis (PESTEL Analysis)
        3.1.1 Political Factor
        3.1.2 Economic Factor
        3.1.3 Social Factor
        3.1.4 Technological Factor
        3.1.5 Environmental Factor
        3.1.6 Legal Factor
    3.2 Internal Environment Analysis (SWOT Matrix Analysis)
        3.2.1 Strategy generation SO
        3.2.2 Strategy generation ST
        3.2.3 Strategy generation WO
        3.2.4 Strategy generation WT
Chapter Four The status and the problem of digital marketing strategy
    4.1 Status of the company
    4.2 The existing problems
        4.2.1 Stagnation of revenue
        4.2.2 Low market visibility and awareness
    4.3 Root – Causes Analysis
        4.3.1 Lack of awareness of digital marketing
        4.3.2 No investment in marketing
    4.4 Introducing of digital marketing in the company
        4.4.1 Successful case of competition in Colombia
Chapter Five Solution – Suggestion
    5.1 Digital marketing Strategy
        5.1.1 Consolidation of the website
        5.1.2 Innovative Promotion Campaign
        5.1.3 Digital Channel Strategy
    5.2 Digital Marketing Operation
        5.2.1 New offline store
        5.2.2 Importance of combining an offline store with online marketing
        5.2.3 Participation in city fairs
        5.2.4 Co-building / building distribution system
        5.2.5 Co-building / building secured and trustworthy payment system
Chapter Six Implementation
    6.1 Internal Support
        6.1.1 Management Support
        6.1.2 Staff Support
        6.1.3 Management of Customer relations
    6.2 Technology Support
        6.2.1 Enhancing international technology support
        6.2.2 Social media support
    6.3 Projection in the implementation of digital marketing
Chapter Seven Conclusion
    7.1 Conclusion
    7.2 Research limitations
    7.3 Direction for further research
References



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