本文選題：策略?xún)?yōu)化　切入點(diǎn)：網(wǎng)絡(luò)營(yíng)銷(xiāo)　出處：《上海外國(guó)語(yǔ)大學(xué)》2017年碩士論文

【摘要】：雖然本文中提到的網(wǎng)絡(luò)營(yíng)銷(xiāo)概念和實(shí)際操作在我國(guó)起步都相對(duì)比較晚,但由于其具有準(zhǔn)入門(mén)檻低、推廣效明果明顯、費(fèi)用低廉等特點(diǎn)得到了廣大企業(yè)尤其是中小企業(yè)的青睞,所以發(fā)展非常迅速�？諝鈮嚎s機(jī),簡(jiǎn)稱(chēng)空壓機(jī),由于其提供的空氣動(dòng)力基本覆蓋了所有領(lǐng)域,所以其發(fā)展前景廣闊。中國(guó)經(jīng)濟(jì)的飛速發(fā)展給國(guó)內(nèi)的空壓機(jī)行業(yè)帶來(lái)了前所未有的機(jī)遇,很多企業(yè)借助網(wǎng)絡(luò)營(yíng)銷(xiāo)紛紛轉(zhuǎn)行進(jìn)入這個(gè)行業(yè),也取得了成功。如今經(jīng)濟(jì)發(fā)展從高速增長(zhǎng)期進(jìn)入了低迷期,面臨訂單減少、客戶(hù)流失,很多企業(yè)都開(kāi)始反思自身在網(wǎng)絡(luò)營(yíng)銷(xiāo)中存在的困惑或者問(wèn)題,都希望可以通過(guò)調(diào)整網(wǎng)絡(luò)營(yíng)銷(xiāo)策略開(kāi)發(fā)出潛在客戶(hù)、減少客戶(hù)流失從而實(shí)現(xiàn)公司在經(jīng)濟(jì)危機(jī)時(shí)期的平穩(wěn)過(guò)渡,也為后期的發(fā)展積蓄力量。作為廣大中小空壓機(jī)企業(yè)中的一員,本人所在的冠聯(lián)空壓機(jī)公司自從2013年以來(lái)也開(kāi)始面對(duì)同樣的網(wǎng)絡(luò)營(yíng)銷(xiāo)策略問(wèn)題,所以本次研究以冠聯(lián)空壓機(jī)公司作為研究對(duì)象,通過(guò)文獻(xiàn)查找法、數(shù)據(jù)整理歸納法和調(diào)查訪談法分析總結(jié)冠聯(lián)公司的實(shí)際并結(jié)合網(wǎng)絡(luò)營(yíng)銷(xiāo)相關(guān)理論知識(shí)分析冠聯(lián)公司的網(wǎng)絡(luò)營(yíng)銷(xiāo)現(xiàn)狀,然后對(duì)其目前的網(wǎng)絡(luò)營(yíng)銷(xiāo)內(nèi)外部環(huán)境進(jìn)行客觀全面的分析從而找出問(wèn)題,接著針對(duì)問(wèn)題從產(chǎn)品、價(jià)格、渠道和促銷(xiāo)四個(gè)方面提出系統(tǒng)性、可操作性的網(wǎng)絡(luò)營(yíng)銷(xiāo)策略?xún)?yōu)化解決方法。最后,為了保證方案的有效實(shí)施,從公司架構(gòu)和資源配置等方面提出了保障措施。本次研究之后,期望可以將其運(yùn)用到冠聯(lián)公司的網(wǎng)絡(luò)營(yíng)銷(xiāo)實(shí)際運(yùn)作中,以實(shí)現(xiàn)公司健康穩(wěn)定的可持續(xù)性發(fā)展的戰(zhàn)略目標(biāo)。同時(shí),也希望本次研究可以為同行業(yè)甚至是各行各業(yè)的中小企業(yè)提供一定的借鑒性。
[Abstract]:Although the concept and practical operation of network marketing mentioned in this paper started relatively late in our country, because of its low entry threshold, obvious promotion effect, low cost and so on, it has been favored by the majority of enterprises, especially small and medium-sized enterprises.So the development is very rapid.Air compressor, because of its aerodynamic power covering almost all fields, has a bright future.The rapid development of China's economy has brought unprecedented opportunities to the domestic air compressor industry, and many enterprises have switched to this industry with the help of network marketing, and have also achieved success.Now that the economic development has entered a downturn period from the period of rapid growth, facing the decline of orders and the loss of customers, many enterprises are beginning to reflect on their own confusion or problems in network marketing.It is hoped that the potential customers can be developed by adjusting the network marketing strategy to reduce the loss of customers so as to realize the smooth transition of the company during the economic crisis and also to save the strength for the later development.As a member of small and medium-sized air compressor enterprises, my company has been facing the same problem of network marketing strategy since 2013, so this study takes Crown Union Air Compressor Company as the research object.Through the methods of literature search, data collation and induction and investigation and interview, this paper analyzes and summarizes the actual situation of the company and analyzes the current situation of the network marketing of the company in combination with the relevant theoretical knowledge of network marketing.Then it makes an objective and comprehensive analysis of its current internal and external environment of network marketing in order to find out the problems, and then puts forward a systematic analysis of the problems from four aspects: product, price, channel and promotion.Operable network marketing strategy optimization solution.Finally, in order to ensure the effective implementation of the scheme, the company structure and resource allocation are put forward.After this study, it is expected that it can be applied to the network marketing practice of Crown Alliance Company in order to realize the strategic goal of healthy and stable sustainable development of the company.At the same time, I also hope that this study can provide some reference for SMEs in the same industry or even various industries.
【學(xué)位授予單位】：上海外國(guó)語(yǔ)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F426.4

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