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MBA硕士毕业论文_宁宜佳电视购物直复营销策略研究PDF

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众所周知,在西方的营销学理论中,“直复营销”具有划时代的意义,直复营销包 括多种类型,而电视直复营销则是主要形式之一,在科技不断进步 的今天,西方许多国 家在电视直复营销方面已经有了显著的发展和进步,并广泛投入于实践应用之中。但是 相比之下,我国的电视直复营销依旧处于初级阶段,将直复营销与简 单的“化简渠道” 相等同。只追求形式主义下和客户的单纯联系,而不注重与客户之间的互动,不能有效 把握“不同客户人群的个性化需要”这一核心理念,这也导致我国直复 营销面临巨大困 难。整体来看,电视直复营销在我国发展还不够成熟,在理论研究方面仍然还需要投入 更多精力。因此,真正理解直复营销的含义,建立能够快速反应的直复营 销系统,完善 包括企业所在行业的行业动态以及该企业的外部资源状态的系统管理,是完善推动我国 直复营销快速发展的重要环节。 本文以辽宁广播电视台宜佳购物频道为例, 从我国电视的直复营销情况入手,对企 业所处的内部及外部环境进行分析,进而通过市场策略、市场细分、目标定位基于基本 的SWOT分析方法、4P-T策略研究法、PEST分析、消 费者行为调查、企业环境分析等 对辽宁宜佳购物直复营销案例进行分析,运用这些分析结果可以直接给宜佳购物做出良 好的市场定位,以及结合营销策略的五种方式合理解决宜佳 购物在产品质量、价格导向、 供应商渠道、物流配送、客户数据库管理和客户服务等多方面的问题,并给予良好的解 决方案。借此加速国内电视购物的直复营销发展。 关键字: 直复营销;营销策略;电视购物 - II - The Study on Marketing Strategy of Liaoning YJ shopping Abstract It is well known that in western marketing theory, the "direct marketing" has the epoch-making significance, straight after marketing includes a variety of types, and the compound (television direct marketing is one of the main forms, in the progress of science and technology today, many western countries in the aspect of television straight after marketing already has a significant development and progress, and extensive investment in practical application.However, in contrast, China's TV direct marketing is still in the primary stage, which equates direct marketing with simple "simplified channels".We only pursue the pure connection with customers under formalism, but do not pay attention to the interaction with customers. We cannot effectively grasp the core concept of "personalized needs of different customer groups", which also leads to great difficulties in China's direct marketing.On the whole, TV direct marketing is still not mature enough in China, and still needs more efforts in theoretical research.Therefore, to truly understand the meaning of direct complex marketing, to establish a direct complex marketing system that can respond quickly, and to improve the system management including the industry dynamics of the enterprise and the status of external resources of the enterprise, is an important step to improve the rapid development of China's direct complex marketing. Taking liaoning radio and television should be preferred shopping channels, for example, from the straight after the marketing situation of our country TV, internal and external environment of enterprises is analyzed, and then through the market strategy, market segmentation, target positioning based on the basic of the SWOT analysis method, the 4P-T strategy method, PEST analysis, consumer behavior research, enterprise environment analysis of liaoning province should be preferred shopping complex marketing case analysis,Using these analysis results can be directly to the appropriate good shopping make good market positioning, and five ways of marketing strategy in combination with a reasonable solution should be preferred shopping in product quality, price, supply chain, logistics, customer database management and customer service aspects of the problem, and give a good solution.Therefore, the direct marketing development of domestic TV shopping is accelerated. Key Words:direct marketing; marketing strategy; TV shopping - III - 目录 1 绪论 ........................................................................................................................................ 1 1.1 研究背景及目的 .......................................................................................................... 1 1.2 论文的研究方法与意义 .............................................................................................. 2 2 文献综述 ................................................................................................................................ 3 2.1 直复营销理论 .............................................................................................................. 3 2.1.1 直复营销起源 .................................................................................................... 3 2.1.2 直复营销发展现状与实践进展 ........................................................................ 3 2.2 4P-T营销理论 .............................................................................................................. 5 3 辽宁宜佳电视购物频道直复营销环境分析 ........................................................................ 6 3.1 宏观环境分析 .............................................................................................................. 6 3.1.1 政治环境分析 .................................................................................................... 6 3.1.2 经济环境分析 .................................................................................................... 6 3.1.3 社会环境分析 .................................................................................................... 6 3.1.4 技术环境分析 .................................................................................................... 7 3.2 电视购物行业分析 ...................................................................................................... 7 3.2.1 电视购物市场规模分析 .................................................................................... 7 3.2.2 电视购物发展的主要群体分析 ........................................................................ 9 3.2.3 服务消费升级分析 ............................................................................................ 9 3.3 竞争对手分析 .......................................................................................................... 10 3.3.1 电视媒体三大挑战 .......................................................................................... 10 3.3.2 面对零售环境和网络环境竞争 ...................................................................... 11 3.3.3 电视购物行业内部竞争 .................................................................................. 11 3.4 内部环境分析 ............................................................................................................ 13 3.4.1 资源分析 .......................................................................................................... 13 3.4.2 能力分析 .......................................................................................................... 14 4 辽宁宜佳电视购物频道直复营销的市场决策与策略 研究 .............................................. 17 4.1 SWOT分析 ................................................................................................................. 17 4.2 市场细分 .................................................................................................................... 18 4.3 市场选择 .................................................................................................................... 19 4.4 市场定位 .................................................................................................................... 20 4.5 营销策略 .................................................................................................................... 20 4.5.1 产品策略分析 .................................................................................................. 20 - IV - 4.5.2 价格策略分析 .........................