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MBA毕业论文_联网营销视角下E营养品公司整合营销传播策略研究PDF

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随着移动互联技术的不断升级和发展,市场营销呈现社群化、场景化及平台整合化 等新的特点。在新的互联网用户购买模式下,如何调整企业互联网营销活动,制定互联 网营销视角下新的整合营销传播策略,是各类企业互联网营销需要解决的核心问题,也 是新型互联网整合营销传播的本质和特点所在。 营养食品行业在国家政策的“热”中频频遭遇营销的“冷”,这种矛盾又表现的极 为典型。本文首先通过分析营养品行业的市场特点和E营养品公司的产品、市场以及公 司的组织资源,利用SWOT分析对E营养品公司整合营销传播进行了重新定位。然后通 过分析社会化媒体时代消费者购买模型,制定出适合E营养品公司自身的、以消费者为 导向的互联网营销活动。最后结合整合营销传播理论制定了E营养品公司互联网营销视 角下的整合营销传播策略。 E营养品公司应该调整组织架构,实现从品牌运营商往互联 网平台服务商转变。具体的整合营销传播策略是:保留原有线下及第三方电商渠道的同 时,开设基于公众号的在线商城,利用多种销售促进工具,促进产品销售;建立融媒体 传播部门,综合利用多种媒体工具,加大企业公关宣传,完善企业品牌形象;加大线下 直营销售团队的建设,加速平台在医生群体中的推荐,最大程度的将目标消费者引流到 平台;成立线上销售部门,利用可追溯客服系统,开展远程精准营养管理,实现销售的 转化和客户的留存;最后成立社群运营小组,完善企业私域流量运营,实现企业永续经 营。最后对E营养品公司互联网营销视角下整合营销传播策略的执行提出了诸如完善法 律和财务运营安全等具体保障措施。 结合移动互联技术,实现企业精准营销,是企业汲汲以求的目标和理想。只有这样, 企业才可以在纷繁变化的市场竞争中保持竞争优势,实现可持续发展。本文的研究对国 内各营养品企业积极探索互联网整合营销传播具有一定的借鉴和指导作用。 关键词:互联网营销;营养品;整合营销传播 II Abstract With the continuous upgrading and development of mobile Internet technology, marketing presents new features such as community, scene and platform integration. Under the new Internet user purchase mode, how to adjust the enterprise Internet marketing activities and formulate the new integrated marketing communication strategy from the perspective of Internet marketing is the core problem that all kinds of Internet marketing enterprise needs to solve, and it is also the essence and characteristics of the new Internet integrated marketing communication. In the "hot atmosphere" of national policy, the nutrition industry continues to encounter the "cold atmosphere" of marketing. Through the analysis of the nutrition industry and the market characteristics of the E nutrition company product characteristics and organizational resources, this paper uses the SWOT analysis and gives a new IMC reposition of E nutrition company. Then, by analyzing the consumer purchase model in the era of social media, the consumer-oriented Internet marketing activities suitable for E nutrition company are developed. Finally, combined with the theory of integrated marketing communication, this paper presents the behavioral methodology of IMC of nutrition enterprises. E nutrition company should adjust the organizational structure and transform from brand operator to Internet platform service provider. The specific integrated marketing communication strategy is to open an online mall based on the public number besides the original offline and third-party e-commerce channels and use a variety of sales promotion tools to promote product sales; establish the integrated media communication department and use a variety of media tools to increase corporate public relations publicity and improve corporate brand image; Increase the construction of offline direct sales team, accelerate the recommendation of the platform among doctors, and maximize the drainage of target consumers to the platform; Set up online sales department, carry out remote accurate nutrition management by using traceable customer service system, and achieve sales conversion and customer retention; Finally, set up a community III operation department, improve the flow operation of private enterprise, to achieve sustainable business. Finally, the author puts forward the concrete safeguard measures such as improving legal and financial operational security for the implementation of the integrated marketing communication strategy from the Internet marketing perspective of E nutrition company. Combining with mobile Internet technology to achieve precision marketing is the goal and ideal of many enterprises. Only in this way, enterprises can maintain competitive advantages in the complex market competition and achieve sustainable development. The research of this paper has certain reference function to the domestic nutrition enterprises to actively explore the Internet integrated marketing communication. Keywords: Internet Marketing;Nutrition food;Integrated Marketing Communication IV 目 录 摘要 ........................................................................................................................................................... I ABSTRACT................................................................................................................................................ II 1 绪论 ............................................................................................................................................................ 1 1.1 研究背景 .................................................................................................................. 1 1.2 研究目的和意义 ...................................................................................................... 3 1.3 研究思路和创新点 .................................................................................................. 3 1.3.1 研究思路 ........................................................................................................ 3 1.3.2 创新点 ............................................................................................................ 4 2 相关理论与文献综述 .......................................................................................................................... 6 2.1 互联网营销定义及其发展阶段 ............................................................................ 6 2.1.1 互联网营销的定义 ........................................................................................ 6 2.1.2 互联网营销的发展阶段 ................................................................................ 6 2.2 互联网营销策略组合 ............................................................................................ 8 2.3 整合营销传播理论 ................................................................................................. 10 2.3.1 整合营销传播理论的定义 .............................................................................. 10 2.3.2整合营销传播理论模型介绍 ........................................................................... 11 2.3.3 整合营销传播理论的四个发展阶段 .............................................................. 12 2.3.4 整合营销传播工具 .......................................................................................... 13 3 E营养品公司发展现状及其进行整合营销传播策略变革的必然性分析 .................. 15 3.1 E营养品公司的发展现状 .................................................................................... 15 3.1.1 E营养品公司简介 ....................................................................................... 15 3.1.2 E营养品公司组织架构 ............................................................................... 15 3.1.3 E营养品公司产品目标市场和定位 ........................................................... 16 3.2 E营养品公司进行整合营销传播策略变革的必然性分析............................... 16 3.2.1 E营养品公司传统营销传播策略存在的问题 ........................................... 16 3.2.2 E营养品公司进行整合营销传播策略变革势在必行 ............................... 18 V 4 E营养品公司进行整合营销传播策略变革的应然性分析 ............................................... 19 4.1 E营养品公司进行整合营销传播策略变革的SWOT分析 ............................. 19 4.1.1 E营养品公司进行整合营销传播策略变革的优势 ................................... 19 4.1.2 E营养品公司