本文選題：“廣貨網(wǎng)上行” + 網(wǎng)絡(luò)營(yíng)銷　； 參考：《湘潭大學(xué)》2014年碩士論文

【摘要】：互聯(lián)網(wǎng)給企業(yè)的市場(chǎng)營(yíng)銷帶來(lái)巨大的機(jī)遇和變革，中國(guó)電子商務(wù)的發(fā)展為傳統(tǒng)企業(yè)開(kāi)展網(wǎng)絡(luò)營(yíng)銷開(kāi)啟了新局面。廣東省政府順應(yīng)企業(yè)發(fā)展趨勢(shì)而啟動(dòng)“廣貨網(wǎng)上行”活動(dòng)，本文探討A企業(yè)基于“廣貨網(wǎng)上行”平臺(tái)的營(yíng)銷策略。A企業(yè)缺乏現(xiàn)代化的營(yíng)銷方式和營(yíng)銷策略，隨著電子商務(wù)向服裝行業(yè)的滲透，服裝市場(chǎng)競(jìng)爭(zhēng)越來(lái)越激烈，傳統(tǒng)的營(yíng)銷方式已使A企業(yè)陷入競(jìng)爭(zhēng)瓶頸，必須實(shí)現(xiàn)企業(yè)的戰(zhàn)略轉(zhuǎn)型，借力電子商務(wù)，實(shí)施網(wǎng)絡(luò)營(yíng)銷。 本文綜合運(yùn)用市場(chǎng)營(yíng)銷理論，以A企業(yè)為對(duì)象，探討A企業(yè)基于“廣貨網(wǎng)上行”平臺(tái)的營(yíng)銷策略設(shè)計(jì)及實(shí)施。文章正文由五個(gè)部分構(gòu)成，，首先回顧了企業(yè)營(yíng)銷的研究動(dòng)態(tài),對(duì)電子商務(wù)、市場(chǎng)營(yíng)銷、網(wǎng)絡(luò)購(gòu)買(mǎi)者行為、營(yíng)銷策略等相關(guān)理論基礎(chǔ)進(jìn)行介紹；第二部分闡述了“廣貨網(wǎng)上行”平臺(tái)概況和方案設(shè)計(jì)，包括活動(dòng)方案和宣傳方案，并分析平臺(tái)如何推動(dòng)A企業(yè)發(fā)展；第三部分對(duì)A企業(yè)營(yíng)銷現(xiàn)狀問(wèn)題進(jìn)行分析，重點(diǎn)運(yùn)用SWOT分析A企業(yè)網(wǎng)絡(luò)營(yíng)銷的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅；第四部分是文章的重點(diǎn)，在明確了A企業(yè)網(wǎng)絡(luò)營(yíng)銷的STP策略的基礎(chǔ)上對(duì)其營(yíng)銷策略進(jìn)行設(shè)計(jì)，分別從產(chǎn)品、價(jià)格、促銷、推廣、渠道、客戶關(guān)系管理等六個(gè)方面對(duì)A企業(yè)的營(yíng)銷策略提出優(yōu)化建議；第五部分對(duì)A企業(yè)營(yíng)銷策略保障措施提出建議：制定企業(yè)發(fā)展預(yù)期目標(biāo)、加強(qiáng)宣傳推廣力度、明確促銷優(yōu)惠措施、完善質(zhì)量保障體系和售后服務(wù)機(jī)制。然后從經(jīng)濟(jì)性指標(biāo)、營(yíng)銷意識(shí)指標(biāo)和客戶滿意度指標(biāo)三個(gè)方面預(yù)期“廣貨網(wǎng)上行”平臺(tái)助力A企業(yè)網(wǎng)絡(luò)營(yíng)銷的效果。 本文是對(duì)A企業(yè)在“廣貨網(wǎng)上行”平臺(tái)上的營(yíng)銷策略研究，研究成果將對(duì)A企業(yè)的網(wǎng)絡(luò)營(yíng)銷開(kāi)展具有一定的指導(dǎo)意義，同時(shí)希望本文也能為廣東省其他中小企業(yè)借助“廣貨網(wǎng)上行”開(kāi)展網(wǎng)絡(luò)營(yíng)銷提供一些經(jīng)驗(yàn)的借鑒。
[Abstract]:The Internet brings great opportunities and changes to the marketing of enterprises. The development of e-commerce in China opens a new situation for traditional enterprises to carry out network marketing. According to the trend of enterprise development, Guangdong Provincial Government started the activity of "wide goods online shop". This paper discusses the marketing strategy of enterprise A based on the platform of "wide goods online" .A enterprise lacks of modern marketing methods and marketing strategies. With the penetration of e-commerce into the garment industry, the clothing market competition is becoming more and more fierce. The traditional marketing mode has made the A enterprise fall into the bottleneck of competition. It is necessary to realize the strategic transformation of the enterprise, take advantage of electronic commerce, and implement the network marketing. Based on the marketing theory, this paper discusses the marketing strategy design and implementation of enterprise A based on the platform of "wide goods online". The text is composed of five parts. Firstly, it reviews the research trends of enterprise marketing, introduces the relevant theoretical basis of e-commerce, marketing, network buyer behavior, marketing strategy and so on. The second part expounds the general situation and scheme design of the platform, including the program of activities and propaganda, and analyzes how the platform promotes the development of enterprise A. the third part analyzes the current situation of enterprise A marketing. SWOT is used to analyze the strengths, weaknesses, opportunities and threats of enterprise A's network marketing. The fourth part is the focus of the article. On the basis of defining the STP strategy of A enterprise's network marketing, the author designs its marketing strategy from product and price, respectively. Promotion, channel, customer relationship management and other six aspects of the marketing strategy of A enterprise to optimize the recommendations; the fifth part of the A enterprise marketing strategy security measures recommendations: to formulate the expected objectives of enterprise development, strengthen the promotion of promotion, Clear promotion preferential measures, improve quality assurance system and after-sales service mechanism. Then, from three aspects of economic index, marketing consciousness index and customer satisfaction index, we expect the effect of "wide goods online line" platform to help A enterprise network marketing. This paper is a research on the marketing strategy of A enterprise on the platform of "wide goods online", and the research results will have certain guiding significance to the development of network marketing of A enterprise. At the same time, I hope this paper can also provide some experience for other small and medium enterprises in Guangdong province.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.86;F724.6;F274

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