ABC公司以营销为导向的数字转型研究
发布时间：2024-07-11 02:22
本研究以哥伦比亚卡塔赫纳市的照明零售商ABC公司为例探讨数字化转型问题。该公司1983年成立于加勒比海滨城市Cartagena,目的是满足该城市的照明需求。近年来,该公司开始采用例如LED在内的新照明技术,目前正在开始推出带有物联网技术的产品。经过10多年的时间完成从卤素照明向LED照明,并且完成了若干个住宅区照明工程后,公司在过去5年中销售利润出现大幅下滑。当前产品营销方式与多年前相比有很大改变。影响公司销售的主要原因之一就是公司无法对目标市场作出有效反应,无法深入了解目标客户。人们的消费习惯已经不同,消费决策和公司都收到数字技术的深刻影响。ABC公司无法对市场期望有效作出反馈,提供多渠道体验,但是新的消费者、商超甚至制造商都开始改变商业模式。以前制造商不太会接触终端用户,但是电子商务的出现却使得他们能够通过数字渠道达到这一目的。本文首先分析了其他研究者关于数字化转型的重要观点,发现麦肯锡7S数字营销模型7S模型评估有助于帮助像ABC公司这样的企业调整资源,促使其平稳、快速地适应数字化转型。文章对ABC公司的内部和外部状况进行了描述分析,揭示了当前状况,论证了在市场上寻找数字化转型机...
【文章页数】：150 页
【学位级别】：硕士
【文章目录】：
Acknowledgements
摘要
Abstract
Chapter One Introduction
1.1.Research Background
1.1.2.The importance of e Commerce
1.2 Research Purpose and Significance
1.2.1 Research Purpose
1.2.2 Research Significance
1.3. Literature Review
1.3.1.Foreign Literature Review Digital Transformation
1.3.2.Domestic Literature Review
1.4 Research Contents and Questions
1.4.1 Research contents
1.4.2 Research questions
1.5 Research Structure
1.6 Research Method and Innovations
1.6.1 Research Method
1.6.2 Research Innovations
Chapter Two Theoretical Framework
2.1.Marketing
2.1.1.Market Positioning
2.1.2.Market Segmentation
2.2.Digital Marketing
2.2.1.The7Ss of Digital Marketing
2.2.2.Digital Touchpoints
2.2.3.Digital Customer Journey Framework
Chapter Three External& Internal Environment Analysis
3.1.Company Overview
3.2 Drivers of digital transformation
3.2.1.Internal pressure to change
3.2.2.External pressure to change
3.3.PESTLE Analysis
3.3.1.Political Factors
3.3.2 Economic Factors
3.3.3 Social Factors
3.3.4 Technological Factors
3.3.5 Environmental Factors
3.3.6 Legal Factors
3.4 SWOT Analysis
3.4.1 Strengths
3.4.2 Weakness
3.4.3 Opportunities
3.4.4 Threats
3.5 Traditional Business Model
3.5.1 Lack of communication
3.5.2 Low brand awareness
3.5.3 Deficiency in data-driven decision-making
3.5.4 Loss of customer satisfaction
Chapter Four Problem Analysis
4.1.The7Ss of Digital Marketing
4.1.1.Strategy
4.1.2.System
4.1.3.Skills
4.1.4.Staff
4.1.5.Style
4.1.6.Shared Values
4.1.7.Structure
4.1.8.Conclusions of the problem analysis
4.2.Transformation barriers
4.2.1.Short Customer Lifecycle
4.2.2.Low Customer Engagement
4.2.3.Lack of organizational agility
Chapter Five Digital Transformation Solutions
5.1.The7Ss of Digital Marketing
5.1.1.Strategy
5.1.2.System
5.1.3.Skills
5.1.4.Staff
5.1.5.Style
5.1.6.Shared Values
5.1.7 Structure
5.1.8 Conclusions of the7S model
5.2 Sales Funnel Transformation
5.2.1 Awareness
5.2.2 Consideration
5.2.3 Purchase
5.2.4 Post Sales
5.2.5 Loyalty Expansion
5.3.Sales Pipeline Transformation
5.3.1.Prospection and Channel Mix
5.3.2.Data-driven Lead Nurturing
5.3.3.Personalized approach& proposals
5.3.4.Closing and Post-Sale
5.4 Digital Touchpoints
5.4.1 Corporate Website
5.4.2.Widgets
5.4.3 Social Media Strategy
5.4.4 Search Engine Optimization(SEO)
5.4.5 Landing pages
5.4.6 Email Marketing
5.4.7 e Commrece Sites
5.5 Summary of Solutions
Chapter Six Implementation Plan for Digital Transformation Solutions
6.1 Management System Support
6.1.1 Digital Marketing Support
6.1.2 Sales Staff Support
6.1.3 Organizational Structure Optimization
6.1.4 Financial Support
6.1.5.IT Support
6.2.Order Management System(OMS)
6.2.1.Sales Channels
6.2.2.Marketplace
6.2.3.Digital Marketing CRM
6.3.Investment
6.3.1.Web Development
6.3.2.Paid Advertising
6.3.3.IT Management Systems and Tools
6.3.4.Fixed Costs
6.3.5.Projected Cashflow
6.4 Contingency Plan
6.4.1.External collaboration
6.4.2.Internal Collaboration
Chapter Seven Quantitative Data
7.1.Demographics
7.2.Internet Buying Frequency
7.3.Consumer habits on the Internet
7.4.Buying preferences on the internet
Chapter Eight Conclusions
8.1.Research Findings
8.2 Research Limitations
8.3 Direction for Further Research
References
Index
List of Figures
List of Tables
Appendices
本文编号：4005103
【文章页数】：150 页
【学位级别】：硕士
【文章目录】：
Acknowledgements
摘要
Abstract
Chapter One Introduction
1.1.Research Background
1.1.2.The importance of e Commerce
1.2 Research Purpose and Significance
1.2.1 Research Purpose
1.2.2 Research Significance
1.3. Literature Review
1.3.1.Foreign Literature Review Digital Transformation
1.3.2.Domestic Literature Review
1.4 Research Contents and Questions
1.4.1 Research contents
1.4.2 Research questions
1.5 Research Structure
1.6 Research Method and Innovations
1.6.1 Research Method
1.6.2 Research Innovations
Chapter Two Theoretical Framework
2.1.Marketing
2.1.1.Market Positioning
2.1.2.Market Segmentation
2.2.Digital Marketing
2.2.1.The7Ss of Digital Marketing
2.2.2.Digital Touchpoints
2.2.3.Digital Customer Journey Framework
Chapter Three External& Internal Environment Analysis
3.1.Company Overview
3.2 Drivers of digital transformation
3.2.1.Internal pressure to change
3.2.2.External pressure to change
3.3.PESTLE Analysis
3.3.1.Political Factors
3.3.2 Economic Factors
3.3.3 Social Factors
3.3.4 Technological Factors
3.3.5 Environmental Factors
3.3.6 Legal Factors
3.4 SWOT Analysis
3.4.1 Strengths
3.4.2 Weakness
3.4.3 Opportunities
3.4.4 Threats
3.5 Traditional Business Model
3.5.1 Lack of communication
3.5.2 Low brand awareness
3.5.3 Deficiency in data-driven decision-making
3.5.4 Loss of customer satisfaction
Chapter Four Problem Analysis
4.1.The7Ss of Digital Marketing
4.1.1.Strategy
4.1.2.System
4.1.3.Skills
4.1.4.Staff
4.1.5.Style
4.1.6.Shared Values
4.1.7.Structure
4.1.8.Conclusions of the problem analysis
4.2.Transformation barriers
4.2.1.Short Customer Lifecycle
4.2.2.Low Customer Engagement
4.2.3.Lack of organizational agility
Chapter Five Digital Transformation Solutions
5.1.The7Ss of Digital Marketing
5.1.1.Strategy
5.1.2.System
5.1.3.Skills
5.1.4.Staff
5.1.5.Style
5.1.6.Shared Values
5.1.7 Structure
5.1.8 Conclusions of the7S model
5.2 Sales Funnel Transformation
5.2.1 Awareness
5.2.2 Consideration
5.2.3 Purchase
5.2.4 Post Sales
5.2.5 Loyalty Expansion
5.3.Sales Pipeline Transformation
5.3.1.Prospection and Channel Mix
5.3.2.Data-driven Lead Nurturing
5.3.3.Personalized approach& proposals
5.3.4.Closing and Post-Sale
5.4 Digital Touchpoints
5.4.1 Corporate Website
5.4.2.Widgets
5.4.3 Social Media Strategy
5.4.4 Search Engine Optimization(SEO)
5.4.5 Landing pages
5.4.6 Email Marketing
5.4.7 e Commrece Sites
5.5 Summary of Solutions
Chapter Six Implementation Plan for Digital Transformation Solutions
6.1 Management System Support
6.1.1 Digital Marketing Support
6.1.2 Sales Staff Support
6.1.3 Organizational Structure Optimization
6.1.4 Financial Support
6.1.5.IT Support
6.2.Order Management System(OMS)
6.2.1.Sales Channels
6.2.2.Marketplace
6.2.3.Digital Marketing CRM
6.3.Investment
6.3.1.Web Development
6.3.2.Paid Advertising
6.3.3.IT Management Systems and Tools
6.3.4.Fixed Costs
6.3.5.Projected Cashflow
6.4 Contingency Plan
6.4.1.External collaboration
6.4.2.Internal Collaboration
Chapter Seven Quantitative Data
7.1.Demographics
7.2.Internet Buying Frequency
7.3.Consumer habits on the Internet
7.4.Buying preferences on the internet
Chapter Eight Conclusions
8.1.Research Findings
8.2 Research Limitations
8.3 Direction for Further Research
References
Index
List of Figures
List of Tables
Appendices
本文编号：4005103
本文链接：https://www.wllwen.com/kejilunwen/sousuoyinqinglunwen/4005103.html
