本文關(guān)鍵詞： 互聯(lián)網(wǎng) 營銷模式 全網(wǎng)營銷 競爭力　出處：《南昌大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：中國企業(yè)尤其是中小型制造企業(yè)當(dāng)前所面臨的市場環(huán)境越來越嚴(yán)峻，首先是顧客的個性化需求，以及更為主動的購買行為；其次是進(jìn)入產(chǎn)品過剩時代的企業(yè)間競爭更加白熱化，而這種競爭也已涉及到企業(yè)經(jīng)營活動的各個環(huán)節(jié)。因此，中小企業(yè)原有的傳統(tǒng)營銷模式就很難適應(yīng)新形勢帶來的挑戰(zhàn)。中小企業(yè)不得不在營銷模式上加以創(chuàng)新，積極規(guī)避企業(yè)自身劣勢，找到行之有效的適合企業(yè)發(fā)展的營銷手段與大企業(yè)平等競爭。 目前，對于中國的中小企業(yè)來說最緊迫的任務(wù)，便是在網(wǎng)絡(luò)經(jīng)濟(jì)浪潮的推動下，，在網(wǎng)絡(luò)市場中贏得一席之地。作為現(xiàn)代經(jīng)濟(jì)的補(bǔ)充和發(fā)展，以技術(shù)為核心的網(wǎng)絡(luò)經(jīng)濟(jì)也是未來社會經(jīng)濟(jì)發(fā)展的一大趨勢。基于這種認(rèn)識，本論文首先界定了全網(wǎng)營銷的定義及特征，然后以HQ公司實(shí)行全網(wǎng)營銷模式改革為例分析了實(shí)現(xiàn)全網(wǎng)營銷所需要具備的內(nèi)外部條件，在此基礎(chǔ)上提出了構(gòu)建全網(wǎng)營銷的關(guān)鍵要素、構(gòu)建難點(diǎn)、構(gòu)建原則以及HQ公司全網(wǎng)營銷的架構(gòu)設(shè)置，最后歸納了企業(yè)實(shí)施全網(wǎng)營銷的各項(xiàng)保障措施。文章提出基于互聯(lián)網(wǎng)思維的商業(yè)模式設(shè)計，以傳統(tǒng)營銷渠道結(jié)合基于PC端的互聯(lián)網(wǎng)營銷策略和基于移動端微營銷策略，運(yùn)用線上線下交互驅(qū)動的O2O業(yè)務(wù)模式，打造中小企業(yè)全網(wǎng)營銷的新型營銷模式，從而幫助中小企業(yè)提升競爭力，并創(chuàng)造企業(yè)新的利潤增長點(diǎn)。
[Abstract]:Chinese enterprises, especially small and medium-sized manufacturing enterprises, are facing a more and more severe market environment, first of all, the personalized needs of customers, as well as more active purchase behavior; Secondly, the competition between enterprises has become more and more intense in the era of excess products, and this competition has also been involved in all aspects of business activities. The original traditional marketing model of SMEs is difficult to adapt to the challenges brought by the new situation. Small and medium-sized enterprises have to innovate in the marketing model and actively avoid their own disadvantages. To find an effective marketing means suitable for the development of large enterprises and equal competition. At present, the most urgent task for the small and medium-sized enterprises in China is to win a place in the network market driven by the tide of network economy, as a supplement and development of the modern economy. Technology as the core of the network economy is also a major trend of social and economic development in the future. Based on this understanding, this paper first defines the definition and characteristics of the whole network marketing. Then taking HQ Company to carry out the reform of the whole network marketing mode, the paper analyzes the internal and external conditions needed to realize the whole network marketing, and then puts forward the key elements and difficulties of constructing the whole network marketing. The construction principle and the frame setting of HQ company's whole network marketing are summarized. Finally, the paper summarizes the various safeguard measures of the enterprise implementing the whole network marketing. The article puts forward the business model design based on the Internet thinking. The traditional marketing channel is combined with the internet marketing strategy based on PC and the micro marketing strategy based on the mobile terminal, and the O2O business model driven by the interaction between the line and the line is used. To create a new marketing model for small and medium-sized enterprises to enhance their competitiveness and create new profit growth points.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：G124;F274

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