作为广大中小空压机企业中的一员,本人所在的冠联空压机公司自从 2013
年以来也开始面对同样的网络营销策略问题,所以本次研究以冠联空压机公司作
为研究对象,通过文献查找法、数据整理归纳法和调查访谈法分析总结冠联公司
的实际并结合网络营销相关理论知识分析冠联公司的网络营销现状,然后对其目
前的网络营销内外部环境进行客观全面的分析从而找出问题,接着针对问题从产
品、价格、渠道和促销四个方面提出系统性、可操作性的网络营销策略优化解决
方法。最后,为了保证方案的有效实施,从公司架构和资源配置等方面提出了保
障措施
本次研究之后,期望可以将其运用到冠联公司的网络营销实际运作中,以实
现公司健康稳定的可持续性发展的战略目标。同时,也希望本次研究可以为同行
业甚至是各行各业的中小企业提供一定的借鉴性
关键词:策略优化;网络营销;空压机III
Abstract
The Internet marketing came into China very late but it has been developing very
fast in the help of small and medium-sized enterprises due to its lower barriers, better
promotion effect and lower cost. Moreover, the rapid development of Chinese
economic brought many opportunities for the development of compressor fields so a
lot of new companies got succeed by using Internet marketing methods. But due to the
downturn of the global economic development, compressor companies lost into the
situation of losing orders and customers, they began to reflect strategy problems in
applying Internet marketing, and all of them want to get through the crisis.
As one of those small and medium-sized companies, Guanlian which I has been
working for many years, began to face the same problem since 2013. So this thesis
takes Guanlian as object to study by using approaches of documents searches, data
collection and induction, investigation interview etc. to analyze its situation and the
current Internet marketing environment of macro and company. After summarizing
the SWOT of Guanlian, the thesis proposed systematical and operational Internet
marketing optimization solutions in 4Ps of product, price, channel and promotion.
Finally, this thesis also provided feasible safeguards to make sure the effective
implementation of the solution.
Finally, I expect Guanlian can achieve sustainable development in the help of
this Internet marketing strategy optimization, and I also hope this study can give some
reference for other companies which are facing the same situation as Guanlian.
Key words: Strategy Optimization; Internet Marketing; Air CompressorIV
图表目录
[1] 图 1.1 论文框架结构图.......9
[2] 图 3.1 冠联公司宏观环境 PEST 分析模型图.......18
[3] 表 3.1 2016 年 6 月份及上半年主要统计数据....22
[4] 图 3.2 中国网民年龄结构.24
[5] 图 3.3 中国互联网应用规模.........25
[6] 图 3.4 2016 年中国空压机系统节能行业市场规模及发展趋势分析....26
[7] 图 3.5 冠联公司外部环境波特五力模型分析.....27
[8] 图 4.1 冠联公司现有组织架构图.31
[9] 图 4.2 冠联公司人员结构图.........32
[10] 表 4.1 冠联公司 SWOT 分析总结..........36
[11] 图 5.1 冠联公司依据营销组合 4P 和 4C 制定优化方案概况...39
[12] 图 6.1 冠联公司优化后的市场结构图...47目录
致谢.........I
摘要....... II
ABSTRACT..... III
图表目录..........IV
第 1 章 绪论......1
1.1 选题背景和研究意义 ...... 1
1.1.1 选题背景........ 1
1.1.2 研究意义........ 2
1.2 国内外相关研究现状 ...... 3
1.2.1 国外研究现状 3
1.2.2 国内研究现状 4
1.2.3 国内外研究评述........ 7
1.3 研究内容和框架结构 ...... 7
1.3.1 研究内容........ 7
1.3.2 框架结构........ 8
1.4 研究方法与创新点 .......... 9
1.4.1 研究方法........ 9
1.4.2 创新之处...... 10
第 2 章 理论基础........11
2.1 营销组合 4P 理论.......... 11
2.1.1 产品策略...... 11
2.1.2 价格策略...... 11
2.1.3 渠道策略...... 12
2.1.4 促销策略.........
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