本文以懒人与海电子商务为例，结合电子商务和市场营销等相关理论，从
宏观和微观层面对懒人与海电子商务发展状况进行研究，利用迈克尔·波特的
五力模型竞争理论从消费者、供应商、竞争对手、新加入的海鲜类电子商务分
析、替代产品等五个方面对微观环境进行了分析，并提出了懒人与海电子商务
营销策略，为懒人与海电子商务的发展提供指导。本文结合了懒人与海自身的
资源优势，对懒人与海电子商务的产品价格、营销平台和营销内容等进行详细
规划。本文对懒人与海电子商务营销策略案例的研究总结的经验教训，希望给
同行业企业电子商务的发展提供一个崭新的方向，从而使那些在低迷阶段的电
子商务提供帮助，在互联网的冬天里继续前行
关键词 电子商务；市场营销；五力模型；营销策略-II-
Research on E-commerce Marketing Strategy of the
Lazy and Sea Company
Abstract
With the reform and opening up 30 years of successful, national economy has
been rapid development, people's living standards gradually improve, the pace of life
is becoming faster and faster, so people on the quality of life and quality of life of the
proposed higher requirements. It is no stranger to seafood. Since the 80s of the 20th
century, China's capital consumption of seafood is increased 6 times, and now China
has become the world's largest seafood consumption, and imported seafood health,
nutrition, safety, high price is increasingly being accepted by consumers. Beijing
days a Hongsen Network Technology Co., Ltd. founded inInternet fresh brand
- lazy and sea, varieties mainly engaged in various types of fresh products such as
shellfish, fish, crabs and so on many kinds of high quality seafood, since the global
deep sea ice palace to the consumers all over the country, is leading the ocean
theme in the electronic commerce enterprise.
The lazy and the sea of electronic commerce as an example, combined with
electronic commerce and marketing related theory, from the macro and micro levels
in the face of lazy and sea state of e-commerce development research, from
consumers, suppliers, competitors, new entrants to the seafood class e-commerce
analysis, alternative products in five aspects of micro environment were analyzed by
using Porter's five forces competition theory, and puts forward the lazy and the sea of
e-commerce marketing strategy, provide guidance for the lazy and the sea of
electronic commerce development. In this paper, combined with the lazy and the
sea's resources and advantages, detailed planning for the lazy and the sea e-
commerce product prices, marketing platform and marketing content. I also hope that
through the lazy and the sea of e-commerce marketing strategy case study provides a
new direction for the development of enterprises in the same industry e-commerce,
so that those in the downturn phase of the electronic commerce to help, in the winter-III-
of the Internet to move on.
Keywords electronic commerce，marketing, five forces model, marketing strategy目 录
摘要.......I
Abstract II
第 1 章 绪论.... 1
1.1 研究背景........... 1
1.2 研究目的及意义........... 2
1.2.1 研究目的.... 2
1.2.2 研究意义.... 2
1.3 国内外研究现状........... 3
1.3.1 国外研究现状........ 3
1.3.2 国内研究现状........ 5
1.4 论文主要研究内容和方法....... 6
1.4.1 主要研究内容........ 6
1.4.2 主要研究方法........ 6
1.4.3 技术路线.... 6
第 2 章 懒人与海公司电子商务现状及存在问题.... 8
2.1 懒人与海电子商务简介........... 8
2.2 懒人与海公司业务现状分析... 8
2.2.1 懒人与海电子商务经营现状分析 8
2.2.2 懒人与海电子商务营销策略现状.......... 12
2.3 懒人与海电子商务营销存在问题..... 15
2.3.1 产品包装问题...... 15
2.3.2 缺乏新产品梯队.. 15
2.3.3 营销渠道不完善.. 16
2.3.4 经销商利润难以保障...... 16
2.3.5 促销手段少.......... 16
2.3.6 促销费用投入较少.......... 17
2.4 本章小结......... 17
第 3 章 懒人与海电子商务环境与市场分析.......... 18
3.1 宏观环境分析. 18
3.1.1 人口环境.. 18
3.1.2 经济环境.. 18
3.1.3 自然环境.. 18
3.1.4 技术环境.. 19
3.2 懒人与海五力竞争模型分析. 19
3.2.1 消费者分析.......... 19
3.2.2 原材料供应分析.. 20
3.2.3 同行业竞争分析.. 20
3.2.4 替代品分析.......... 22
3.2.5 新加入的海鲜类电子商务分析.. 22
3.3 懒人与海电子商务市场定位. 23
3.4 本章小结......... 24
第 4 章 懒人与海电子商务营销策略的制定.......... 25
4.1 产品策略......... 25
4.1.1 包装策略.. 25
4.1.2 新产品开发策略.. 25
4.2 价格策略......... 27
4.2.1 定价方法.. 27
4.2.2 定价策略.. 27
4.3 电子商务营销平台策略......... 28
4.3.1 微博平台策略...... 28
4.3.2 微信平台策略...... 29
4.4 渠道策略......... 29
4.4.1 渠道选择.. 29
4.4.2 渠道模式.. 30
4.5 促销策略......... 31
4.5.1 网络促销策略...... 31
4.5.2 产品促销策略...... 31
4.5.3 信息促销策略...... 31
4.6 本章小结......... 31
第 5 章 懒人与海电子商务营销策略的实施保证措施...... 32
5.1 加强营销队伍建设..... 32
5.1.1 网络促销策略...... 32
5.1.2 采用多样化的营销人员激励手段.......... 32
5.1.3 加强营销管理人员与营销人员的沟通.. 32
5.2 强化绿色营销理念..... 33
5.2.1 实施绿色价格策略.......... 33
5.2.2 实施绿色环保促销策略.. 33
5.3 资金保障......... 33
5.3.1 懒人与海电子商务业务前期资金筹措.. 33
5.3.2 懒人与海电子商务业务资金运用和管理.......... 35
5.3.3 加强懒人与海电子商务财务管理保障.. 36
5.4 加强人力资源和薪酬保障..... 37
5.4.1 人力资源保障...... 37
5.4.2 薪酬保障.. 37
5.5 本章小结......... 38
结论.... 39
参考文献 ....... 40
致谢.... 43
个人简历........ 441
。。。。。。以上简介无排版格式，详细内容请下载查看
==>>