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MBA论文_关于线上促销策略对激发消费者购买欲望的有效性研究(59页)

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摘要

随着信息技术的蓬勃发展,网络成为人们生活中不可或缺的一部分,不论是网络

购物、网络订餐,还是网络彩票等的销售量每年都在成倍的增长,传统的销售渠道也在

收到线上销售渠道的冲击,不论大中小型企业都开始涉猎于电子商务这一线上销售渠道,

在网络新兴时代的产物中分一杯羹。电子商务发展至今已有将近20年的历史,商家们

从拼产品、拼数量、拼质量,发展为拼价格、拼服务、拼速度,促销当然是不可缺少的

一个重要销售手段。促销策略多种多样,如何选择合适的、有效的、保证生产经营成本

的、又要能最大可能的激发消费者的购买意愿的促销策略,成为各大商家的研究重点。

Q啤酒公司作为传统快速消费品企业的代表之一,凭借着百年历史的经典品牌首先

在行业内开创了电子商务先河,在天猫、京东、1号店等平台建立了自己的官方旗舰店。

但由于激烈的行业竞争、快速发展的网络环境,单纯的传统促销策略对品牌形象、消费

者购买习惯培养具有负面影响,寻找有效的非价格型促销策略成为每商家需要解决的问

题。随着网络技术的发展,对消费者历史行为数据进行深度挖掘,以针对性的制定特定

的促销策略成为可能。

本文基于以上背景,以Q啤酒为实证,从消费者感知利益和消费者行为模式出发,

针对消费者过去在购买彩票方面的行为设计出博彩类享乐型促销策略,并对比博彩型促

销策略和常规的价格折扣促销策略对消费者感知质量、感知价格、感知利益、购买意愿

的影响。最终得出结论:博彩类的享乐型促销对于有购买彩票行为模式的消费者来说,

比价格折扣根据吸引力,更能刺激他们的购买意愿。

关键词:促销策略;购买意愿;博彩类享乐型促销;感知价值

第II页
华东理工大学硕上学位论文

The Effectiveness Analysis on Online Promotion Strategies Motivating

consumers' Purchasing Desire

Q Beer, for example

Abstract

With the rapid development of information technology, internet become an indispensable

part of people's life,either the consumption quantity of online-shopping, online-reservation,

or online-lotteries are growing exponentially every year. Meanwhile, the traditional sales

channels are also received the impact of the online sales channels, therefore, no matter big or

small sized enterprises have started the dabbling in e-commerce sales channel, who are all

hoping to take a share of the spoils in the internet new era. E-commerce development has

nearly 20 years of history, the competition among the enterprises is always changing, which

from spell products to quantity, from quantity to quality, and from quality to price, to service,

to speed. Sales promotion, of course, is one of the indispensable important sales approaches.

Nowadays, various sales promotion strategies are available, and then there arise a problem

and also a research focus for the enterprises, that how to choose a promotion strategy that if

suitable, effective, and can guarantee the production and business operation cost, as well as to

arouse consumers' willingness to buy.

As one of the representative of the traditional FMCG enterprises, Q beer company, with a

one hundred - year - old classic brand pioneered the first e-commerce in the beer industry.

They opened their own official flagship store in the Tmall (Taobao), Jingdong Mall, No.l

Store. However, due to the furious competition in the industry and the rapid development of

internet environment, the traditional sales promotion strategies cannot keep up with the pace

of online-shopping development, and cannot stimulate effectively consumers' willingness to

buy.

Thus, based on the above background and take Q beer as empirical,this paper started

from the consumer perception interests and consumer behavior patterns, studied the gambling

kind of hedonic nature of benefits. By comparing the gambling kind promotion (i.e. give

lotteries tickets) with the price discount promotion to the consumers who have gambling

habits (buying lotteries), the paper draw the conclusion: the gambling kind promotion (i.e.

give lotteries tickets) is more effective than the price discount promotion for the consumers

who have gambling habits (buying lotteries), and can stimulates the consumers' willing to

buy, therefore, expanding the sales promotion.

Keywords: sales promotion; willingness to buy; gambling kind promotion; perceived value