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QK公司电商直播业务营销策略优化研究_硕士毕业论文DOC

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文本描述
摘要
摘要
伴随着科学技术的发展和移动通信的进步,观看网络直播成为了人们生活中
较为常见的娱乐休闲方式。2020年受新冠疫情的影响,实体经济处于较为停滞
的状态,这就让“电子商务+网络直播”的模式迅速兴起。在新冠疫情防控期间
广大消费者的消费习惯发生转移,而电商直播具有不受地点、时间、空间限制的
特点,这就导致了越来越多的消费者通过电商直播进行产品的购买。各大中小型
企业已经意识到新的市场经济已经来临,但对于很多企业来说电商直播业务还相
对较为陌生,只有顺应时代的发展趋势,才能在变化中生存。
本文是以 QK公司为例展开的分析研究,该公司是哈尔滨本土口腔类产品的
知名生产企业。QK公司自 2017年起尝试在直播平台销售产品,目前虽然与淘
宝直播平台、抖音直播平台及快手直播平台等多家直播平台进行合作,但在现实
的实施落实中还存在许多问题,没有达到计划的销售收入。本文基于 QK公司电
商直播业务的实际情况,结合营销理论对目前该公司的电商直播业务进行分析研
究,发现存在的问题,并提出优化建议与具体实施措施。通过对 QK公司电商直
播业务营销策略的优化分析,研究电商直播业务这种新生的方式在口腔医疗领域
的营销提升方案,对该项业务的基础研究工作具有一定的理论借鉴意义。
本文通过对 QK公司电商直播业务实际情况的外部环境、内部的环境分析以
及现有数据进行分析,对公司目前所在直播业务营销当中的实际情况深度研究。
运用文献分析法、PEST分析法、数据分析法等多角度对影响 QK公司电商直播
业务发展的主要问题进行刨析。从政治、经济、社会、技术四个方面对 QK公司
电商直播业务的外部环境进行分析,从优势、劣势两个方面对该项业务的内部环
境进行分析,将公司 2019年、2020年两年电商直播业务的主要数据进行处理并
进行数据分析。从 QK公司内部管理、市场细分、产品差异化、价格差异化四个
方面提出了优化建议。从优化电商直播业务部门组织架构,打造专业直播团队、
加强员工培训工作,树立服务意识、改善薪酬制度,增加员工工作积极性、合理
定价,增加品牌推广等方面来保证 QK公司电商直播业务营销策略的实施。通过
对 QK公司电商直播业务营销策略的优化研究,找到适合企业电商直播业务营销
的新策略。对其他同类型中小型企业具有很好的参考意义,为增加企业收入,促
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摘要
进企业经济发展提供了一条新的可行路径。
关键词:电子商务;网络直播;营销策略
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Abstract
Abstract
With the development of science and technology and the progress of mobile
communication, watching live webcast has become a common way of entertainment
and leisure in people's life. In 2020, influenced by COVID-19, the real economy was
in a state of stagnation. This led to the rapid rise of the mode of "e-business +
webcast". During the period of COVID-19's prevention and control, the consumption
habits of consumers have shifted, and the live broadcast of electronic commerce has
not been limited by location, time and space. This has led to more and more
consumers buying products through live broadcast of e-commerce. Large, medium
and small enterprises have realized that the new market economy has come, but for
many enterprises, the e-commerce live broadcasting business is still relatively
unfamiliar. Only by conforming to the development trend of the times can they
survive in changes.
This paper takes QK company as an example, which is a well-known
manufacturer of local oral products in Harbin. QK company has tried to sell products
on live platform since 2017. Although it has worked with many live broadcasting
platforms such as Taobao live broadcasting platform, live broadcast platform and live
broadcast platform, there are still many problems in the implementation of the reality,
and the sales revenue has not reached the planned sales revenue. QK has been
working on the platform. Based on the actual situation of QK company's e-commerce
live broadcasting business, combined with the marketing strategy theory, this paper
analyzes and studies the company's e-commerce live broadcasting business, finds the
existing problems, and puts forward optimization suggestions and specific
implementation measures. Through the optimization analysis of the marketing
strategy of QK company's e-commerce live broadcasting business, this paper studies
the marketing promotion scheme of e-commerce live broadcasting business in the
field of oral medicine, which has a certain theoretical reference significance for the
basic research of this business.
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