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论文编号：	10457
作者编号：	2220160857
上传时间：	2018/12/6 15:52:37
中文题目：	施塔德电梯公司网络营销策略优化研究
英文题目：	Research on the Enhancement to Implementing the Integration of Industrialization and Informatization Management System in R Company
指导老师：	张耀伟
中文关键字：	电梯;网络营销;客户满意度
英文关键字：	Elevator;Network marketing;Customer satisfaction
中文摘要：	随着我国经济的快速发展，互联网得到了广泛的应用，网络营销就是基于这种条件产生并发展起来的。网络营销具有快速性、跨时空性、媒体传播性、超前性等优点，这些优点使其比传统的市场营销更能在企业中得到大力发展和应用，不仅提高了企业的经济效益，而且还促进了企业的快速发展壮大。然而，如何利用网络营销方案吸引消费者，提高企业经济效益是当今研究的热点，研究表明一个重要解决方案是通过提高使客户的忠诚度来提高经济效益。因此只有对网络营销中客户满意度进行深入的研究，才能正确的开展网络营销，使企业在激励的竞争中利于不败之地。 本文从网络营销和市场营销的基本理论和特点出发，以施塔德电梯公司为研究对象，基于产品可靠性调查和交易安全性调查，本文调研了施塔德电梯公司产品网络营销满意度，揭示了施塔德电梯公司网络营销发展中存在的主要问题，一是价格问题——对于施塔德电梯公司而言，抬高商品的价格其目的也是为了实现利益最大化，对于这种哄抬市价的行为，对于该公司的长远发展势必不利；二是产品问题——企业品质安全认识不到位、电梯创新技术能力十分薄弱以及官方网络店铺更是缺少足够的客服在线人员；三是渠道问题——网络店铺商品数量少，图片质量低以及网页不够专业美观；四是促销问题——推广力度不够以及后续售后服务跟进慢。究其原因，一是服务理念滞后，二是服务体系落后，三是客户关系管理体系缺失，四是员工管理体系制约。 最后，本文提出了完善施塔德电梯公司网络营销的解决方案，一是树立客户导向的服务理念，具体为建立完整的客户信息系统以及树立良好的形象与信誉；二是建立细分客户的服务模式，具体为根据网络客户意见设计及创新产品，为客户提供个性化服务以及精准挖掘潜在客户；三是深化客户服务精细化管理，具体为提高客户关系管理能力以及强化面向客户的网络促销；四是强化员工管理体系，具体为完善绩效考核体系、重视双重激励的共同发展。
英文摘要：	With the rapid development of China's economy, the Internet has been widely used, and network marketing is based on this condition. Network marketing has the advantages of rapidity, trans-temporality, media communication, and advancement. These advantages make it more powerful and more effective in traditional enterprises than in traditional marketing, which not only improves the economic benefits of enterprises, but also promotes them. The rapid development of the company. However, how to use online marketing programs to attract consumers and improve the economic efficiency of enterprises is a hot topic in current research. Research shows that an important solution is to improve the economic efficiency by increasing customer loyalty. Therefore, only in-depth research on customer satisfaction in online marketing can correctly carry out network marketing, so that enterprises can be invincible in the incentive competition. Based on the basic theories and characteristics of network marketing and marketing, this thesis takes Stade Elevator Company as the research object. Then, this thesis investigates the satisfaction of the product network marketing of Stade Elevator Company based on the product reliability survey and transaction security survey, reveals the main problems in the development of the network marketing of Stade Elevator Company, and the price problem For Stade Elevator Company, the purpose of raising the price of goods is to maximize the benefits. The behavior of raising the market price is bound to be unfavorable for the long-term development of the company. Second, the product problem - the enterprise quality and safety awareness is not In place, the elevator innovation technology capability is very weak and the official online store lacks enough customer service online personnel; the third is the channel problem - the number of online store products is small, the picture quality is low and the webpage is not professional and beautiful; the fourth is the promotion problem - promotion Not enough and follow-up after-sales service is slow. The reasons are: first, the service concept lags behind, second, the service system is backward, third, the customer relationship management system is missing,and fourth, the employee management system is restricted. Finally, this thesis proposes a solution to improve the network marketing of Stade Elevator Company. The first is to establish a customer-oriented service concept, specifically to establish a complete customer information system and establish a good image and reputation. Second, establish a service for segment customers. The model is specifically designed and innovated according to the opinions of network customers, providing customers with personalized services and accurately tapping potential customers. The third is to deepen the refined management of customer services, specifically to improve customer relationship management capabilities and strengthen customer-oriented network promotion; It is to strengthen the staff management system, specifically to improve the performance appraisal system and attach importance to the common development of dual incentives.
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