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MBA硕士毕业论文_B公司枸杞产品网络营销策略优化研究PDF

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伴随着网络技术的快速发展,我国网络经济发展势头不可阻挡,与互联网结 合的网络营销也受到各行各业的重视,枸杞行业也不例外。在此背景下,WB公 司作为枸杞产业的龙头企业之一,为解决枸杞企业面临着盈利能力下降、产品同 质化严重、成本增加等问题,WB公司结合4C网络营销策略理论积极的开展网 络营销,以中高端目标客户进行品牌塑造以及定位销售来提高枸杞产品的销售, 较好的发挥了枸杞产品网络营销的优势,取得了一定的成效。但是,从WB公 司现有网络营销策略实施来看,还存在着一些不可回避的问题需要进一步的解决 和优化,只有不断的对现有的网络营销策略进行调整和优化才能够更好的巩固现 有的成果,进而更好的拓展市场份额。因此,本文对WB公司枸杞产品网络营 销策略的优化研究能够帮助WB公司适应经济发展的新常态,搭上互联网的快 车,把握好现有的发展机遇,进而推出自己的网络营销组合拳,同时也能为其他 同类型企业开展网络营销带来一定的参考价值。 本文以WB公司作为主要研究对象,首先对WB枸杞公司基本情况进行介 绍,利用营销环境分析工具对WB枸杞公司网络营销内外部环境进行了有效识 别。其次,再从消费者需求策略、沟通策略、便利性策略和成本策略等四方面对 WB公司枸杞产品网络营销策略进行系统性的分析。紧接着本文在对WB枸杞内 外部环境及网络营销策略现状分析的基础上,利用问卷调查法,通过对调查结果 的分析,识别出WB公司枸杞产品在网络营销过程中消费者需求、沟通、便利 性和成本策略方面存在的问题。最后,本文结合网络营销组合策略4C理论,在 消费者需求方面,提出精准定位网络消费群体,实现定制服务、丰富产品种类等 方面来进行优化;在沟通策略方面,通过塑造全新的网红品牌形象,推动网络品 牌传播来优化;在便利性策略方面,通过构建高效的网络宣传体系和全新的包装 设计来优化;在成本策略方面,通过合理的降低产品价格和充分利用互联网的共 享优势来优化现有策略。以求在对WB公司枸杞产品网络营销策略问题分析的 基础上,利用4C理论有针对性的提出优化策略,提高WB公司枸杞产品的网络 营销水平,进而提升其在互联网营销环境下的市场竞争力。 关键词:枸杞产品;市场分析;网络营销策略 II Abstract Withtherapiddevelopmentofnetworktechnology,thedevelopmentmomentum ofnetworkeconomyinChinaisunstoppable.Thenetworkmarketingcombinedwith theInternetisalsovaluedbyallwalksoflife,andthewolfberryindustryisno exception.Inthiscontext,WBcompany,asoneoftheleadingenterprisesofChinese wolfberryindustry,inordertosolvetheproblemsthatChinesewolfberryenterprises arefacing,suchasdecreasingprofitability,seriousproducthomogeneity,increasing cost,etc.,WBcompanyactivelycarriesoutnetworkmarketingincombinationwith 4Cnetworkmarketingstrategytheory,improvesthesalesofChinesewolfberry productsbybrandbuildingandpositioningsalesofmiddleandhigh-endtarget customers,andplaysabetterroleTheadvantagesofonlinemarketingofwolfberry productshaveachievedcertainresults.However,fromtheperspectiveofWB's currentnetworkmarketingstrategy,therearestillsomeunavoidableproblemsthat needtobefurthersolvedandoptimized.Onlybyconstantlyadjustingandoptimizing theexistingnetworkmarketingstrategycanwebetterconsolidatetheexisting achievementsandexpandthemarketshare.Therefore,theresearchonthe optimizationofWB'sWolfberryproductnetworkmarketingstrategycanhelpWBto adapttothenewnormalofeconomicdevelopment,catchupwiththeInternetExpress, grasptheexistingdevelopmentopportunities,launchitsownnetworkmarketing combo,andalsobringsomereferencevalueforothersimilarenterprisestocarryout networkmarketing. Inthispaper,WBcompanyasthemainresearchobject,WBwolfberry company'sbasicsituationisintroduced.Usingmarketingenvironmentanalysistools, theinternalandexternalenvironmentofWBwolfberrycompany'snetworkmarketing iseffectivelyidentified.Secondly,themarketingstrategyofWBwolfberrycompanyis systematicallyanalyzedfromthefouraspectsofconsumerdemandstrategy, communicationstrategy,conveniencestrategyandcoststrategy.Afterthat,basedon theanalysisofWBwolfberry'sinternalandexternalenvironmentandmarketing strategy,usingthequestionnairesurveymethod,throughtheanalysisofthesurvey results,thispaperidentifiestheproblemsofWBwolfberry'sconsumerdemand, communication,convenienceandcoststrategyintheprocessofonline marketing.Finally,thispapercombines4Ctheoryofnetworkmarketingmixstrategy, optimizestheconsumerdemandstrategybyaccuratelypositioningthenetwork III consumergroups,realizingcustomizedservices,enrichingproductcategoriesand otheraspects.Thecommunicationstrategyisoptimizedbyshapingabrand-new imageofonlineredbrandandpromotingthespreadofonlinebrand.Throughthe constructionofanefficientnetworkpublicitysystem,andanewpackagingdesignto optimizetheconveniencestrategy.ThroughthereductionofproductpriceIn reasonableandfromthesharingadvantagesoftheInternettooptimizethecost strategy.BasedontheanalysisofWBwolfberrycompany'snetworkmarketing strategy,thispaperuses4Ctheorytoputforwardoptimizationstrategy,improveWB wolfberrycompany'snetworkmarketinglevel,andthenimproveitsmarket competitivenessintheInternetmarketingenvironment. Keywords:Wolfberryproducts;marketanalysis;Internetmarketingstrategy IV 目录 第1章引言................................................................................................................1 1.1研究背景及意义..............................................................................................1 1.1.1研究背景................................................................................................1 1.1.2研究意义................................................................................................2 1.2国内外研究现状..............................................................................................2 1.2.1国外研究现状........................................................................................2 1.2.2国内研究现状........................................................................................4 1.3研究方法..........................................................................................................6 1.3.1文献研究法............................................................................................6 1.3.2案例研究法............................................................................................6 1.3.3问卷调查法............................................................................................6 1.4研究内容及结构..............................................................................................6 第2章网络营销理论概述..........................................................................................9 2.1网络营销相关概念..........................................................................................9 2.1.1网络营销的概念....................................................................................9 2.1.2网络营销策略的概念..........................................................................10 2.2网络营销相关理论........................................................................................11 2.2.1网络营销理论......................................................................................11 2.2.2网络营销环境分析理论......................................................................12 2.2.34C网络营销策略理论.........................................................................14 第3章WB公司枸杞产品网络营销策略现状分析................................................17 3.1WB公司的基本概况......................................................................................17 3.1.1WB公司简介........................................................................................17 3.1.2WB公司的发展历程............................................................................17 3.1.3WB公司的品牌文化............................................................................18 3.2WB公司内外部网络营销环境分析..............................................................18 3.2.1WB公司网络营销外部环境分析........................................................18 3.2.2WB公司网络营销内部环境分析........................................................21 3.3WB公司枸杞产品网络营销策略现状分析..................................................26 3.3.1消费者需求策略分析..........................................................................26 3.3.2沟通策略分析...................................................