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MBA毕业论文_联网_背景下Q公司电子商务营销策略研究PDF

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I 摘要 近几年,各地区电商企业在“互联网+”背景下迅速成长,已经成为人们享受 互联网带来的美好便捷生活的重要部分,电子商务时代俨然已经来临。在这种背 景下,中小企业要利用信息科技提升自身竞争力,弥补在技术和成本上相较于大 型企业的劣势,谋求其转型及发展的机会。同时我们也应看到各行各业的竞争越 来越大,中小企业如果不能提高自身的销售水平和业务运营能力,来不断满足顾 客新的要求,最终命运只能是“昙花一现”。 邯郸市电子商务起步较晚,营销水平整体偏低,亟需加强电子商务营销品牌 和渠道建设。本文重点以Q公司为例,通过PEST、SWOT等方法分析Q公司电 子商务营销环境、营销现状;尝试运用STP分析理论,对Q公司进行了全面的市 场细分,确定该公司的市场目标以及市场定位;进而发现其在电子商务营销方面 存在的问题,如存在认识偏差,忽视实体市场推广,缺乏市场调研,对目标市场 定位不准等;根据4P等营销理论,提出电子商务营销策略的优化调整方案。最终 得出在“互联网+”背景下,中小企业要找准企业定位,增强创新能力;建立企业 文化,加强组织学习;深挖客户数据,增强用户黏性;完善人才引进、培养机制。 本文希望通过对Q公司的分析研究,能为邯郸市其它中小企业电子商务营销策略 的制定提供一定的借鉴,使其在激烈的市场竞争中能长久发展,为邯郸市经济发 展注入更大的活力。 关键词:营销策略;电子商务;中小企业;互联网+ Abstract II Abstract Inrecentyears,e-commerceenterprisesinvariousregionshavemushroomedrapidly underthebackgroundof“Internet+”,andhavebecomeanimportantpartofpeople’s enjoymentofthebeautifulandconvenientlifebroughtbytheInternet.Theeraofe-commerce hascome.Inthiscontext,smallandmedium-sizedenterprisesshoulduseinformation technologytoimprovetheircompetitiveness,makeupforthedisadvantagesoftechnology andcostcomparedwithlargeenterprises,andseekopportunitiesfortheirtransformationand development.Atthesametime,weshouldalsoseethatthecompetitivenessofallwalksof lifeisgrowing.Ifsmallandmedium-sizedenterprisescannotimprovetheirsalesleveland businessoperationabilitytocontinuouslymeetthenewrequirementsofcustomers,the ultimatefatecanonlybeaflashinthepan. Handane-commercestartedlate,andtheoverallmarketinglevelislow,soitisurgentto strengthentheconstructionofe-commercemarketingbrandandchannel.Thispaperfocuses onQcompanyasanexample,throughpest,SWOTandothermethodstoanalyzethe e-commercemarketingenvironmentandmarketingstatusofQcompany;trytouseSTP analysistheorytocarryoutacomprehensivemarketsegmentationofQcompany,determine thecompany'smarketobjectivesandmarketpositioning;andthenfindouttheexisting problemsine-commercemarketing,suchastheexistenceofcognitivebias,ignoringthe entitymarketpromotion,Lackofmarketresearch,inaccuratepositioningofthetargetmarket, etc.;accordingto4Pandothermarketingtheories,putforwardtheoptimizationand adjustmentplanofe-commercemarketingstrategy.Finally,wecanconcludethatunderthe backgroundof“Internetplus”,SMEsshouldidentifyenterprises’positioningandenhance theirinnovativeability;establishenterpriseculture,strengthenorganizationallearning,dig deepcustomerdata,enhanceuserstickiness,andperfectthemechanismoftalentintroduction andtraining.ThispaperhopesthatthroughtheanalysisandresearchofQcompany,itcan providesomereferencefortheformulationofe-commercemarketingstrategyofothersmall andmedium-sizedenterprisesinHandan,makethemdevelopinthefiercemarket competitionforalongtime,andinjectmorevitalityintotheeconomicdevelopmentof Handan. Keywords:marketingstrategy;e-commerce;SMEs;Internetplus 目录 目录 摘要................................................................................................................................I Abstract.............................................................................................................................II 第1章绪论...................................................................................................................1 1.1选题背景及意义...................................................................................................1 1.1.1选题背景.......................................................................................................1 1.1.2选题意义.......................................................................................................2 1.2文献综述..............................................................................................................2 1.2.1关于中小企业应用电子商务的研究...........................................................2 1.2.2关于电子商务营销策略的研究.......................................................................3 1.3研究方法路线和主要内容..................................................................................4 1.3.1研究方法.......................................................................................................4 1.3.2技术路线.......................................................................................................5 1.3.3研究内容.......................................................................................................6 1.4创新点..................................................................................................................6 第2章相关概念及理论研究.......................................................................................7 2.1“互联网+”的内涵、时代特征及对传统市场营销的影响............................7 2.1.1“互联网+”的内涵.....................................................................................7 2.1.2“互联网+”的时代特征.............................................................................7 2.1.3“互联网+”对传统市场营销的影响.........................................................8 2.2电子商务内涵及“互联网+”背景下的电子商务..........................................9 2.2.1关于电子商务的认识...................................................................................9 2.2.2“互联网+”时代我国电子商务发展特点...............................................9 2.2.3“互联网+”下电子商务营销观念...........................................................10 2.2.4“互联网+”下电子商务营销模式...........................................................11 2.3中小企业概念界定及战略选择........................................................................12 2.3.1中小企业概念界定.....................................................................................12 2.3.2中小企业战略选择.....................................................................................14 2.4相关理论基础....................................................................................................16 2.4.1PEST分析....................................................................................................16 2.4.2SWOT分析..................................................................................................17 目录 2.4.3市场营销理论.............................................................................................17 第3章Q公司经营环境分析.....................................................................................19 3.1Q公司基本情况.................................................................................................19 3.2Q公司网店销售环境.........................................................................................19 3.3PEST环境分析...................................................................................................21 3.3.1政治和法律环境分析.................................................................................21 3.3.2经济环境分析.............................................................................................22 3.3.3社会环境分析.............................................................................................24 3.3.4技术环境分析.............................................................................................24 3.4行业环境分析....................................................................................................25 3.5竞争对手分析....................................................................................................27 第4章Q公司电子商务营销现状分析和存在问题...................................................29 4.1Q公司SWOT分析.........................