网络的普及和电子商务的快速崛起，给我国商业带来了新的发展机遇，HXGQ公 司率先应用了互联网进行古钱币拍卖经营活动。古钱币是艺术品中的一个门类，其本 身又具有特殊的历史文化特征。顾客需求的变化，使得古钱币从原来只有少数精英群 体收藏转变为大众收藏投资的热门品。随着信息技术和新媒体手段的发展，顾客获取 信息的方式发生了改变，获取信息的速度也得到了大幅提升，顾客之间通过社交手段 交流沟通更加便捷。对于HXGQ公司来说，想维持住行业内地位，也就更加需要从 顾客角度出发制定营销策略，帮助企业维护好客户资源，提高营销水平，加快企业发 展。 本文以HXGQ公司为研究对象，论文由六个部分组成：第一部分是绪论，主要 阐述研究背景、意义及方法，国内外研究现状，以及整篇论文的研究思路；第二部分 主要介绍了理论基础，即营销理论和4C理论；第三部分介绍了HXGQ公司基本情况 及营销现状，运用4C营销组合理论，即从顾客、成本、便利、沟通四个方面细化其 目前相关的营销现状；第四部分是通过问卷调查测量顾客满意度，运用层次分析法构 建评价模型，根据结果分析HXGQ公司营销过程中存在的问题；第五部分是为HXGQ 公司营销策略选择提供切实有效的意见建议。从顾客方面，要利用平台线下活动，提 升顾客忠诚度、创新设计，增强顾客体验感、应用新技术展示藏品、建立客户数据库， 定期开展客户调查；从成本方面，要降低顾客时间成本、缩小低档产品佣金比例、采 取会员积分模式、费用转置公益事件，降低顾客心理成本；从便利方面，要增加多种 支付方式、提高寄送环节的安全、依托中拍协，建立完善的售后、信用体系；从沟通 方面，要完善客户反馈制度、增加新兴媒体宣传渠道、培养自媒体经纪人。 关键词：HXGQ公司；古钱币；4C；营销策略 HXGQ公司古钱币营销策略研究 4 ABSTRACT ThepopularityoftheInternetandtherapidriseofe-commercehavebroughtnew developmentopportunitiestoChina'scommerce.HXGQcompanytooktheleadinusing theInternettoconductancientcoinauctionactivities.Ancientcoinsareakindofworksof artwithspecialhistoricalandculturalcharacteristics.Withthechangeofconsumerdemand, thecollectionofancientcoinshaschangedfromonlyafewelitegroupstopopularones. Withthedevelopmentofinformationtechnologyandnewmediameans,theway consumersobtaininformationhaschanged,thespeedofobtaininginformationhasbeen greatlyimproved,andthecommunicationbetweenconsumersthroughsocialmeansismore convenient.ForHXGQcompany,inordertomaintainitspositionintheindustry,itismore necessarytoformulatemarketingstrategiesfromtheperspectiveofconsumerstohelp enterprisesmaintaincustomerresources,improvemarketinglevelandaccelerateenterprise development. ThispapertakesHXGQcompanyastheresearchobject,andthepaperconsistsofsix parts:thefirstpartistheintroduction,whichmainlyexpoundstheresearchbackground, significanceandmethods,theresearchstatusathomeandabroad,andtheresearchideasof thewholepaper;thesecondpartmainlyintroducesthetheoreticalbasis,namelymarketing theoryand4Ctheory;thethirdpartintroducesthebasicsituationandmarketingstatusof HXGQcompany,anduses4CmarketingmixThefourthpartisbasedonthecustomer satisfactionsurvey,usingAHPtobuildanevaluationmodel,accordingtotheresultsofthe analysisoftheproblemsexistinginthemarketingprocessofHXGQcompany;thefifth partisbasedon4Cfromthecustomer,cost,convenience,communicationfouraspectsof marketingstrategyselectionforHXGQcompanyForpracticalandeffectivesuggestions. Fromtheperspectiveofcustomers,weshouldmakeuseofofflineactivitiestoenhance customerloyalty,innovatedesign,enhanceconsumerexperience,applynewtechnologies todisplaycollections,establishcustomerdatabase,andregularlycarryoutcustomer surveys;fromtheperspectiveofcost,weshouldreducethetimecostofconsumers,reduce thecommissionratiooflow-endproducts,adoptthememberpointsmode,andtransfer expensestopublicwelfareevents,soastoreducethecostofconsumersIntermsof convenience,itisnecessarytoincreasemultiplepaymentmethods,improvethesafetyof thedeliverylink,relyonChinaFilmAssociation,andestablishaperfectafter-salesand 河北地质大学硕士学位论文 5 creditsystem;intermsofcommunication,itisnecessarytoimprovethecustomerfeedback system,increasenewmediapublicitychannels,andcultivatewemediabrokers. Keywords:HXGQcompany;ancientcoins;4C;marketingstrategy HXGQ公司古钱币营销策略研究 6 目录 摘要.........................................................................................................................................3 ABSTRACT............................................................................................................................4 目录.........................................................................................................................................6 第一章绪论.........................................................................................................................9 1.1研究背景................................................................................................................9 1.1.1网络拍卖的兴起.........................................................................................9 1.1.2我国艺术品拍卖市场的发展.....................................................................9 1.1.3我国拍卖公司的发展...............................................................................10 1.2研究意义..............................................................................................................11 1.2.1理论意义...................................................................................................11 1.2.2实践意义...................................................................................................12 1.3文献综述..............................................................................................................12 1.3.1国外研究现状...........................................................................................12 1.3.2国内研究现状...........................................................................................13 1.3.3文献述评.....................................................................................................14 1.4研究内容..............................................................................................................15 1.5技术路线和研究方法..........................................................................................15 1.5.1技术路线...................................................................................................15 1.5.2研究方法...................................................................................................16 1.6本文的创新点......................................................................................................16 第二章理论基础...............................................................................................................17 2.1营销理论概述......................................................................................................17 2.24C营销理论组合.................................................................................................18 2.3古钱币营销概念特殊性......................................................................................19 第三章HXGQ公司基本情况及营销现状.......................................................................20 3.1HXGQ公司基本情况..........................................................................................20 3.1.1HXGQ公司发展状况...............................................................................20 3.1.2主要产品说明...........................................................................................21 3.2HXGQ公司营销现状..........................................................................................24 河北地质大学硕士学位论文 7 3.2.1顾客方面...................................................................................................24 3.2.2成本方面...................................................................................................26 3.2.3便利方面...................................................................................................28 3.2.4沟通方面...................................................................................................29 第四章基于顾客满意度调查的HXGQ公司营销策略中存在问题分析......................31 4.1顾客满意度评价模型构建...................................................