当前社会步入电子商务时代，互联网在企业市场营销中的重要性日益凸显，面 对互联网对现代市场经济的冲击，企业如何应对已经成为当务之急。国内众多企业 为获取营销成功，逐渐摸索电子商务市场营销策略，并采取了一系列营销实践，以 避免竞争落后。 食品行业在快速消费品行业中属于低成本进入行业，市场竞争类型充分，消费 者的购买习惯和购买行为比较容易把握，具有冲动性消费的特点。电子商务的特点 注定了其在与消费者沟通环节中具有传统营销模式所不具备的优势。然而在国内市 场，多数食品企业不重视电子商务的运用，导致在竞争中处于劣势地位，失去了快 速发展的良好契机。 本文通过对电子商务时代背景下的百事食品营销策略进行研究，以百事食品公 司为研究对象，运用各种研究方法（问卷调查、案例分析等），针对百事食品的电 子商务营销实践，通过在企业内部工作实习，获取第一手资料，进而针对百事食品 公司营销策略提出了一系列建议。论文的整体思路是从研究背景与意义入手，阐明 概念，引用 4C 等市场营销理论，剖析百事食品公司的现行策略及弊端，进而提出建 议，针对性地制定百食品公司电子商务市场营销策略。 关键词：百事食品，营销策略，电子商务，快速消费品II Research on e-commerce marketing strategy of Pepsi Foods Abstract In the background of the era of electronic commerce, the rapid development of information technology has made enterprises face increasingly complex competition challenges. How to remain undefeated in competition and comply with the requirements of technology and development of the times is a problem that every enterprise must consider. In order to maintain a leading edge, many companies have begun to engage in e-commerce and have developed a series of e-commerce marketing development strategies to achieve business success. The food industry enters the industry at a low cost in the fast-moving consumer goods industry. The market competition is full, consumers' purchasing habits and purchasing behaviors are relatively easy to grasp, and they have the characteristics of impulsive consumption. The characteristics of e-commerce are doomed to have the advantages that traditional marketing models do not have in the communication with consumers. However, in China, many food companies do not pay attention to the use of e-commerce, resulting in a disadvantage in the competition and losing a good opportunity for rapid development. This paper studies the marketing strategy of snack food under the background of e- commerce, and uses Pepsi Foods as the research object, using various research methods (questionnaires, case studies, etc.) to collect information on the e-commerce marketing practice of Pepsi Food. In-depth data collection within the enterprise, proposed the marketing strategy of Pepsi Food in the field of e-commerce. The overall idea of the thesis is to start with the research background and significance, clarify the concept, cite 4C and other marketing theories, analyze the current strategies and drawbacks of Pepsi Foods, and then make recommendations to specifically formulate the e-commerce marketing strategy of Pepsico Food Company. Key Words: Fast-moving Consumer Goods， Marketing Strategy， Pepsi Food， Electronic commerceIII 目录 摘要....................................................................................................................................................I Abstract..............................................................................................................................................II 第1 章 绪论..................................................................................................................................... 1 1.1 研究背景............................................................................................................................ 1 1.2 研究意义............................................................................................................................ 2 1.2.1 现实意义................................................................................................................ 2 1.2.2 理论意义................................................................................................................ 2 1.3 研究内容及研究方法....................................................................................................... 3 1.3.1 研究内容................................................................................................................ 3 1.3.2 研究方法................................................................................................................ 3 1.4 论文的创新点 ................................................................................................................... 4 第 2 章 基本理论概述.................................................................................................................... 5 2.1 电子商务............................................................................................................................ 5 2.1.1 电子商务的定义.................................................................................................... 5 2.1.2 电子商务的特点.................................................................................................... 5 2.2 电子商务营销策略相关理论 .......................................................................................... 6 2.2.1 经典营销策略理论 ............................................................................................... 6 2.2.2 电子商务营销策略相关理论............................................................................... 7 2.2.2 电子商务营销策略的优势................................................................................... 9 2.3 国内外研究现状............................................................................................................... 9 第3 章 百事食品公司营销现状分析.........................................................................................12 3.1 百事食品公司简介......................................................................................................... 12 3.2 百事食品公司外部环境分析 ........................................................................................ 12 3.2.1 外部宏观环境分析 ............................................................................................. 12 3.2.2 竞争对手电子商务营销现状分析 .................................................................... 13 3.3 百事食品公司内部环境分析 ........................................................................................ 15 3.3.1 百事食品的市场定位 ......................................................................................... 15IV 3.3.2 百事食品公司在中国的营销策略发展分析.................................................... 17 3.3.3 百事食品公司电子商务营销策略发展现状 .................................................. 18 3.3.4 百事食品公司电子商务营销存在的问题........................................................ 20 3.4 百事食品公司电子商务营销 SWOT 分析.................................................................. 22 第4 章 百事食品公司电子商务营销策略建议.........................................................................24 4.1 整体策略规划及思路..................................................................................................... 24 4.2 针对线上消费者进行目标人群定位与分析 ............................................................... 25 4.3 以满足线上消费者需求为核心.................................................................................... 28 4.4 降低线上消费者购买和使用成本................................................................................ 30 4.5 提升线上消费者购物便利性 ........................................................................................ 31 4.6 针对线上消费者采取灵活多变的品牌沟通策略....................................................... 32 4.7 实施大数据营销策略..................................................................................................... 34 4.8 平台借势：与京东、阿里巴巴等电商平台进行深度合作 .. 35 第5 章 百事食品电子商务营销策略实施重点与保障............................................................37 5.1 组织与制度保障............................................................................................................. 37 5.1.1 组织建设.............................................................................................................. 37 5.1.2 组织架构.............................................................................................................. 37 5.2 技术与人才保障............................................................................................................. 38 5.3 资金保障.......................................................................................................................... 38 第 6 章 结论与展望......................................................................................................................39 6.1 结论.................................................................................................................................. 39 6.2 前景展望.......................................................................................................................... 39