依诺公司的国际化数字营销策略研究
发布时间：2021-07-22 02:38
随着互联网的发展,数字经济深深地影响着我们的工作与生活。数字化会影响所有的行业,区别在于规模和速度,所以企业必须做数字化转型,借助技术的巨大力量实现业务增长。数字营销策略为当今的网络营销或任何电子商务平台提供了许多很好的策略。解决方案大致集中在创意内容策略、客户管理策略、多应用策略、分销策略、渠道策略、搜索引擎营销策略和社交媒体营销策略。依诺公司是一家集研发、设计、生产、销售和服务为一体的陶瓷制造企业。主要通过传统的营销渠道开发国际市场业务,如参加展会和和实地拜访。销售渠道的单一是销售增长缓慢的主要原因。2019年底新型冠状病毒的爆发使全球经济下滑严重。所有的海外采购商已取消近期来华的采购行程,供应商更无法出国拜访客户。在无法与客户面对面销售的紧急情况下,数字营销是依诺公司国际营销发力的重要方向。本文拟以“国际化数字营销策略”作为研究课题,通过文献分析法、专家访谈法、客户访谈法和例证法,在一系列国际数字营销理论的基础上,介绍依诺公司概况、经营范围以及在国际经营方面存在的问题和挑战,通过对其国际业务进行环境分析和国际市场现状分析得出依诺公司增加国际数字营销渠道带来的机遇,并探讨如何科学选...
【文章来源】：广东外语外贸大学广东省
【文章页数】：81 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
Chapter 1 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 Research content
1.3 Research methods and innovations
1.3.1 Research methods
1.3.2 Innovation
1.4 Research Approach
Chapter 2 Theoretical Overview
2.1 Overview of Digital Marketing Research
2.1.1 Related concepts and features of digital marketing
2.1.2 The main ways of digital marketing
2.1.3 Related concepts and theories of online marketing
2.1.4 Related concepts and theories of social media
2.2 Concepts and features of international marketing
2.3 International marketing strategy of ceramic tile industry
2.3.1 Four Ps marketing mix strategy
2.3.2 Integrated marketing communications strategy
2.3.3 AISAS marketing strategy
Chapter 3 Case Description
3.1 Company Profile of Inol Company
3.2 The Business Scope of Inol Company
3.3 Problems and Challenges in the International Marketing of Inol company
Chapter 4 Case Analysis
4.1 Environmental Analysis
4.1.1 Political Environment
4.1.2 Technical Environment
4.2 Analysis of International Market Situation of Inol Company
4.2.1 Product Segmentation
4.2.2 Market Segmentation
4.2.3 Target market selection strategy
4.2.4 International Marketing Channels of Inol Company
4.3 International Digital Marketing channel brings More Opportunities to InolCompany
4.4 Analysis and Recommendations of Inol Company International DigitalMarketing Strategy
4.4.1 Product Strategy
4.4.2 Price Strategy
4.4.3 Place Strategy
4.4.4 Promotion Strategy
Chapter 5 Enforcement Guarantee for the Implementation of Inol International DigitalMarketing Plan
5.1 Establish an Integrated Marketing Communication Concept
5.2 Optimize the Organizational Structure and Set Up an IMC Department
5.3 Strengthen the Database Construction
5.4 Establish Sound Rules and Regulations
Chapter 6 Conclusion
6.1 Conclusion
6.2 Prospect
Reference
【参考文献】：
期刊论文
[1]基于AISAS模型的微信营销研究及策略分析[J]. 杜玮. 中国商论. 2018(22)
本文编号：3296265
【文章来源】：广东外语外贸大学广东省
【文章页数】：81 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
Chapter 1 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 Research content
1.3 Research methods and innovations
1.3.1 Research methods
1.3.2 Innovation
1.4 Research Approach
Chapter 2 Theoretical Overview
2.1 Overview of Digital Marketing Research
2.1.1 Related concepts and features of digital marketing
2.1.2 The main ways of digital marketing
2.1.3 Related concepts and theories of online marketing
2.1.4 Related concepts and theories of social media
2.2 Concepts and features of international marketing
2.3 International marketing strategy of ceramic tile industry
2.3.1 Four Ps marketing mix strategy
2.3.2 Integrated marketing communications strategy
2.3.3 AISAS marketing strategy
Chapter 3 Case Description
3.1 Company Profile of Inol Company
3.2 The Business Scope of Inol Company
3.3 Problems and Challenges in the International Marketing of Inol company
Chapter 4 Case Analysis
4.1 Environmental Analysis
4.1.1 Political Environment
4.1.2 Technical Environment
4.2 Analysis of International Market Situation of Inol Company
4.2.1 Product Segmentation
4.2.2 Market Segmentation
4.2.3 Target market selection strategy
4.2.4 International Marketing Channels of Inol Company
4.3 International Digital Marketing channel brings More Opportunities to InolCompany
4.4 Analysis and Recommendations of Inol Company International DigitalMarketing Strategy
4.4.1 Product Strategy
4.4.2 Price Strategy
4.4.3 Place Strategy
4.4.4 Promotion Strategy
Chapter 5 Enforcement Guarantee for the Implementation of Inol International DigitalMarketing Plan
5.1 Establish an Integrated Marketing Communication Concept
5.2 Optimize the Organizational Structure and Set Up an IMC Department
5.3 Strengthen the Database Construction
5.4 Establish Sound Rules and Regulations
Chapter 6 Conclusion
6.1 Conclusion
6.2 Prospect
Reference
【参考文献】：
期刊论文
[1]基于AISAS模型的微信营销研究及策略分析[J]. 杜玮. 中国商论. 2018(22)
本文编号：3296265
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