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MBA毕业论文_星品电子商务有限公司B2B网络营销策略研究DOC

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随着工业 4.0 的提出,三大主题“智能工厂”“智能生产”“智能物流”成 为新的发展导向。“中国制造 2025”“供给侧”“互联网+”“物联网”等新战 略、新政策、新概念的推出,使中国企业在大数据革命、云计算、人工智能、移 动互联时代的新环境下,逐步进行智能化、工业化相结合的改进升级;这也令 B2B 电子商务进入到新的发展时代,再次成为被大众关注的焦点。应运而生的 B2B 网络营销,成为企业扩大市场份额、开拓新市场、降低运营成本、提高竞争 力和影响力的新的重要途径。特别对于中国众多中小型企(包括初创企业)如何 能够在新的网络环境下,在行业市场中占据一席之地,甚至通过 B2B 网络营销 进行“逆袭”,为企业的壮大获取更多的资源,得到更好的发展,这既是机遇又 是挑战。 本文以星品电子商务有限公司(本文简称“星品公司”)作为研究对象,以 现代网络营销理论作为基础,对星品公司 B2B 网络营销的现状以及存在的问题 和原因进行了深入的分析和系统性的总结。并进一步分析了宏观环境和行业环境, 对星品公司B2B网络营销主要竞争对手现状进行了对比。再以STP理论为基础, 总结出星品公司在酒店采购和酒店用品行业的市场细分、目标市场和市场定位。 然后利用 SWOT 分析法辩证地论述了星品公司的优势、劣势,外部机会和威胁。 通过重要的指导方向和客观可靠的依据,得出适合星品公司自身的 B2B 网络营 销策略:1.自营产品策略;2.功能服务策略;3.自建品牌策略;4.网络推广策略; 5.客户服务策略;以及相对应的保障措施。 为星品公司能够探索出一条适合自身的可持续发展的 B2B 网络营销道路提 供了积极的指导和操作性较强的解决方案;也为相似类型企业的 B2B 网络营销 提供了一定的参考和借鉴。 关键词:B2B,网络营销,营销策略II B2BNetworkMarketingResearchStrategyofUpinstar E-commerceCo., Ltd Abstract With the introduction of Industry 4.0, the three major themes of the project, Smart Factory,Intelligent Production and Intelligent Logistics, have become the new development orientation. Made in China 2025, Supply Side, Internet Plus, Internet of Things. The launch of new strategies, new policies, and new concepts, enable Chinese enterprises to gradually upgrade and upgrade their intelligence and industrialization under the new environment of the era of big data revolution, cloud computing, artificial intelligence and mobile internet. This also makes B2B e-commerce enter a new era of development, once again becoming the focus of public attention. The B2B network marketing that emerged at the historic moment has become a new and important way for enterprises to expand market share, open up new markets, reduce operating costs, improve competitiveness and influence, and is also a new opportunity for enterprise upgrading and development. In particular, how many small and medium-sized enterprises (including start-ups' Company) in China can occupy a place in the industry market under the new network environment, and even “reverse attack” through B2B network marketing, to obtain more resources for the growth of enterprises, Better development is both an opportunity and a challenge. This article takes UpinstarCompany E-Commerce Co., Ltd. (herein referred to as UpinstarCompany) as the research object, based on the modern network marketing theory, in-depth analysis and systematic summary of the status quo and existing problems and causes of B2B network marketing of Upinstar Company. It further analyzed the macro environment and industry environment, and compared the current status of the main competitors for Upinstar Company B2B network marketing. Based on the STP theory, the company accurately analyzes the market segmentation, target market and market positioning of UpinstarCompany in the hotel industry and hotel supplies industry. Then use SWOT analysis to dialectically analyze the advantages and disadvantages of UpinstarCompany, external opportunities and threats. Through important guiding directions and objective and reliable basis, the B2B network marketing strategy suitable for Upinstar Company itself is obtained: 1.III Self-operated product strategy; 2. Functional service strategy; 3. Self-built brand strategy; 4work promotion strategy; 5. Customer service strategy. And the corresponding safeguards. Providing active guidance and operative solutions for Upinstar Company to explore a B2B network marketing path that is suitable for its own sustainable development. It also provides important reference and reference for B2B network marketing of similar enterprises of similar industries. Keywords: B2B, Internet marketing, Marketing strategyIV 目录 中文摘要.................................................I Abstract................................................II 第一章 绪论 .............................................1 1.1 研究背景与研究意义........................................ 1 1.1.1 研究背景.............................................1 1.1.2 研究意义.............................................2 1.2 研究方法与研究工具........................................ 4 1.2.1 文献分析法...........................................4 1.2.2 对比分析法...........................................4 1.2.3 SWOT 分析法 ..........................................4 1.2.4 CPM 矩阵 .............................................4 1.3 国内外研究现状............................................ 4 1.3.1 网络营销国外研究现状.................................4 1.3.2 网络营销国内研究现状.................................6 第二章 相关概念与理论综述 ...............................9 2.1 电子商务相关概念与综述.................................... 9 2.1.1 电子商务概念及其分类.................................9 2.1.2 B2B 电子商务相关概述 .................................9 2.2 网络营销相关概念与综述.................................... 9 2.3 相关理论基础............................................. 10 2.3.1 网络营销相关理论....................................10 2.3.2 STP 理论 ............................................12 第三章 星品公司 B2B 网络营销存在问题分析 ................13 3.1 星品公司 B2B 网络营销现状................................. 13 3.1.1 星品公司简介........................................13V 3.1.2 现有网站平台........................................13 3.1.3 企业网络实名........................................14 3.1.4 线上主营业务........................................14 3.2 星品公司 B2B 网络营销现状存在问题分析..................... 14 3.2.1 网站没有排名....................................... 14 3.2.2 没有外部链接........................................16 3.2.3 微信公众号利用率低..................................16 3.2.4 网络营销缺乏系统性..................................16 3.2.5 客户服务质量不高....................................17 3.2.6 线上销售总额偏低....................................17 3.2.7 网站运行不稳定......................................17 3.3 星品公司 B2B 网络营销存在问题原因分析..................... 18 3.3.1 网络营销专业化程度较低..............................18 3.3.2 搜索引擎优化推广不到位..............................18 3.3.3 线上产品定价过高....................................19 3.3.4 研发团队技术水平有限................................19 第四章 星品公司 B2B 网络营销环境分析 ....................20 4.1 宏观环境分析............................................. 20 4.2 行业环境分析............................................. 24 4.2.1 酒店行业运营现状与酒店采购要求......................24 4.2.2 酒店用品行业市场现状及规模预测......................25 4.3 B2B 网络营销主要竞争对手分析 ............................. 27 4.3.1 综合型平台对手现状与优劣势对比......................27 4.3.2 垂直型平台对手现状与竞争态势分析....................31 4.4 星品公司 B2B 网络营销 SWOT 分析............................ 35 4.4.1 优势分析............................................35VI 4.4.2 劣势分析............................................35 4.4.3 机会分析............................................36 4.4.4 威胁分析........................................... 36 4.5 星品公司 B2B 网络营销 STP 分析............................. 39 4.5.1 市场细分............................................35 4.5.2 目标市场............................................41 4.5.3 市场定位............................................41 第五章 星品公司 B2B 网络营销策略制定 ....................42 5.1 自营产品策略.............