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MBA硕士毕业论文_办公家具公司网络营销策略研究PDF

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I 摘要 随着互联网技术的不断发展,电子商务已经成为了人们生活中的重要活动。 不断刷新的网购消费记录表明网络营销已经成为了带动零售行业増长的新动力。 网络营销作为一种新的销售方式,在各行各业都已经开始被采用,并且拥有广阔 的发展前景,在家具行业也不例外。但是由于办公家具属于大件物品,物流不方 便的原因,其网络营销的成熟度相对其它行业来说并不算高,也存在一些问题亟 需解决,国内外专门针对办公家具行业网络营销的研究很少,因此,通过行业研 究指导办公家具的网络营销很有必要。本文应用文献研究法、案例研究法和系统 分析法,以S办公家具公司为例,用理论与实际相结合的方式,在介绍了国内外 关于办公家具网络营销现状以及本文研究使用到的网络营销相关基础理论的基 础上,分析了S办公家具公司的现状及其网络营销开展情况,运用PEST模型和 五力模型分别分析了S办公家具公司网络营销所面临的宏观环境和微观环境,在 上述分析基础上,运用市场营销的4P理论,提出了S办公家具公司的网络营销 策略,包括产品策略、定价策略、渠道策略,促销策略和网络营销管理策略等五 个方面。同时,为组织营销策略更好地实施,本文还给出网络营销策略实施的保 障措施,包括人才保障、大数据应用保障、网络文化建设保障和资金预算保障等。 本文对办公家具企业制定网络营销策略提供了借鉴,有助于办公家具企业开拓网 络营销渠道,实现营销方式的转型升级。 关键词:策略 办公家具 市场营销 网络营销 广东工业大学硕士学位论文 II Abstract With the continuous development of Internet technology, e-commerce has become an important activity in people's life. The record of online shopping consumption shows that online marketing has become a new driving force for the growth of retail industry. As a new sales method, network marketing has been adopted in all walks of life, and has a broad development prospect, in the furniture industry is no exception. But because of office furniture are large goods, the logistics inconvenient, the cause of the network marketing maturity relative to other industries is not high, there are some problems need to solve, both at home and abroad dedicated to office furniture industry network marketing research are very few, therefore, through the guidance office furniture industry research network marketing is necessary. Literature research, case method and system analysis method is applied in this article, S office furniture company, for example, using the way of combining theory with practice in this paper introduces the present situation about office furniture network marketing at home and abroad, and in this paper, we study the use of the network marketing related on the basis of basic theory, the paper analyzes the current situation of S office furniture company and the information on the development of network marketing, using PEST model and five models respectively analyzed S office furniture company faced by network marketing macro environment and micro environment, based on the above analysis, the use of marketing 4 p theory, put forward the network marketing strategy of S office furniture company, It includes five aspects: product strategy, pricing strategy, channel strategy, promotion strategy and network marketing management strategy. At the same time, in order to better implement the organizational marketing strategy, this paper also gives the guarantee measures for the implementation of the network marketing strategy, including the guarantee of talents, the guarantee of big data application, the guarantee of network culture construction and the guarantee of capital budget. This paper provides a reference for office furniture enterprises to develop network Abstract III marketing strategies, which is helpful for office furniture enterprises to develop network marketing channels and realize the transformation and upgrading of marketing methods. Keywords: strategy,office furniture, marketing, internet marketing 广东工业大学硕士学位论文 IV 目 录 摘要 .................................................................... I Abstract ............................................................... II 第一章 绪论 ............................................................ 1 1.1 研究背景 .......................................................... 1 1.2 国内外研究综述 .................................................... 2 1.2.1 国外研究现状 .................................................. 3 1.2.2 国内研究现状 .................................................. 5 1.3 研究意义 .......................................................... 8 1.4 研究内容 .......................................................... 8 1.5 研究方法 .......................................................... 9 1.5.1 文献研究法 .................................................... 9 1.5.2 案例研究法 .................................................... 9 1.5.3 系统分析方法 .................................................. 9 1.6 本章小结 .......................................................... 9 第二章 相关理论基础 ................................................... 11 2.1 电子商务 ......................................................... 11 2.1.1 电子商务的概念 ............................................... 11 2.1.2 电子商务主要模式 ............................................. 11 2.2 市场营销相关理论 ................................................. 12 2.3.1 市场营销的定义 ............................................... 12 2.3.2 STP理论 ..................................................... 13 2.3.3 4P理论 ...................................................... 13 2.3 网络营销理论 ..................................................... 14 2.4 本章小结 ......................................................... 16 第三章 S办公家具公司营销现状和问题分析 ............................... 17 3.1 S办公家具公司简介 ............................................... 17 3.2 S办公家具公司现状分析 ........................................... 21 3.2.1 营销渠道现状 ................................................. 21 3.2.2 营销管理现状 ................................................. 21 3.2.3 网络营销现状 ................................................. 22 3.3 S办公家具公司网络营销存在的问题 ................................. 27 目录 V 3.3.1 网络营销人才缺乏 ............................................. 27 3.3.2 网络营销平台管理不善 ......................................... 27 3.3.3 网络营销渠道单一 ............................................. 28 3.3.4 网络营销新技术应用不足 ....................................... 28 3.3.5 网络营销产品竞争能力有待提高 ................................. 29 3.4 本章小结 ......................................................... 29 第四章 S办公家具公司网络营销环境分析 ................................. 30 4.1 宏观环境分析 ..................................................... 30 4.1.1 政治环境分析 ....................................................... 30 4.1.2 经济环境分析 ....................................................... 32 4.1.3 社会文化环境分析 ................................................... 34 4.1.4 技术环境分析 ....................................................... 36 4.2 微观环境分析 ..................................................... 37 4.2.1 行业竞争状况 ....................................................... 37 4.2.2 潜在进入者威胁 ..................................................... 38 4.2.3 潜在替代品能力 ..................................................... 39 4.2.4 供应商议价能力 ..................................................... 40 4.2.5 消费者议价能力 ..................................................... 40 4.3 本章小结 ......................................................... 41 第五章 S办公家具公司网络营销策略建议 ............................... 42 5.1 产品策略建议 ..................................................... 42 5.1.1 提升客户选品和DIY设计体验 ................................... 42 5.1.2 打造适合网络销售的核心产品 ................................... 44 5.1.3 优化产品性价比 ............................................... 44 5.1.4 持续创新产品 ................................................. 45 5.2 定价策略建议 ..................................................... 45 5.2.1 低价策略 .................................