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论文编号：	10499
作者编号：	2220160578
上传时间：	2018/12/6 17:54:43
中文题目：	H保健品公司网络营销策略研究
英文题目：	Research on E-commerce Network Marketing Strategy of H-Company
指导老师：	车建国
中文关键字：	保健品;电商渠道;营销策略
英文关键字：	Health products;E-commerce;Marketing strategy
中文摘要：	近年来，互联网经济高速发展，电商渠道迅速崛起，颠覆传统零售模式，获得巨大的成功。与此同时，随着国民经济不断提高和人民生活水平不断上升，百姓对于健康的诉求加大，大健康行业炙手可热。保健品作为大健康行业中重要的一环，其市场发展与前景更是日趋向好。然而，值得关注的是电商渠道的保健品品类销售却遇到瓶颈，表现不佳，后劲乏力，与市场环境和技术环境的发展高度不符。所谓机遇与挑战并存，如何使电商的白热化趋势延伸到保健品领域，借势其模式拓展市场，满足消费者，提高销售额，是电商渠道和保健品行业都应该重视及解决的问题。 本文以H公司为例，从还原电商渠道的本质入手，分析电商的发展基础、成长趋势和营销特点。再深入研究保健品品类的营销情况，整体市场走势，环境形势及品类特点。进而以营销组合理论和网络营销理论为基础，经研究发现H公司现行的保健品营销策略存在一定问题，从产品组合、品牌规划、销售服务、用户界面、销售受众、会员服务及营销效率方面均存在优化和改进空间。 研究得出了如下策略：一是产品策略。通过H公司自营和POP的运营特点，结合保健品消费者需求，发挥H公司自营业务的特点与大品牌合作提高销量，发挥POP的运营特点与小而美的品牌合作建设生态。同时，通过定制产品满足特殊人群需求；二是价格策略。发挥电商本身对价格的操控能力，在商品定价和动态调价上运用大数据的先进技术，更合理设定和调整商品价格；三是渠道策略。进行线上的商城网页建设优化，迎合消费者喜好，有效形成流量转化。进行线下渠道拓展，依托自建物流优势，寻找新的合作机会。发展O2O模式，开辟新的渠道运营方法，使线上线下的客户资源，商品资源，数据资源，金融资源全部打通，提高营销效率；四是促销策略。打造生态圈。即H公司+社交平台运营商+品牌商+消费者=生态圈模式，实现多方共赢的局面；五是网络营销策略。从建立社交平台和优化网络搜索入手，发挥电商网络化营销和大数据运营优势，有效地满足消费者真实需求。
英文摘要：	In recent years, the rapid development of the Internet economy, the rapid rise of e-commerce channels, subversion of the traditional retail model, has achieved great success. At the same time, with the continuous improvement of the national economy and the continuous rise of the people's living standards, the people's demand for health has increased, and the large health industry is hot. As an important part of the large health industry, health products are becoming better and better in market development and prospects. However, it is worth noting that the sales of health products in e-commerce channels have encountered bottlenecks, poor performance, and weak stamina, which is highly inconsistent with the development of the market environment and the technological environment. The so-called opportunities and challenges coexist, how to extend the trend of e-commerce to the field of health products, and use its model to expand the market to meet consumers and increase sales, is a problem that the e-commerce channel and the health product industry should pay attention to and solve. Taking H company as an example, this thesis analyzes the development basis, growth trend and marketing characteristics of e-commerce from the essence of the reduction e-commerce channel. In-depth study of the marketing situation of health products, overall market trends, environmental situation and category characteristics. Then, based on the marketing combination theory and online marketing theory, the study found that H company's current health care product marketing strategy has certain problems, from product mix, brand planning, sales service, user interface, sales audience, member service and marketing efficiency, there is room for optimization and improvement. The study has led to the following strategies: First, product strategy. Through the operating characteristics of H company's self-operated and POP, combined with the needs of consumers of health products, the company's self-operated business features and cooperation with big brands to increase sales, play the POP's operational characteristics and cooperate with small and beautiful brands to build an ecosystem. At the same time, to meet the needs of special people through customized products; the second is the price strategy. Give full play to the e-commerce itself's ability to control prices, use advanced technology of big data in commodity pricing and dynamic price adjustment, and set and adjust commodity prices more reasonably; third is channel strategy. Optimize the online shopping mall online construction to cater to consumer preferences and effectively form traffic conversion. Expand offline channels and rely on self-built logistics to find new opportunities for cooperation. Develop the O2O model and open up new channel operation methods to make online and offline customer resources, commodity resources, data resources and financial resources all open, and improve marketing efficiency; Fourth, promotion strategies. Create an ecosystem. That is, H company + social platform operator + brand supplier + consumer = ecosystem mode, to achieve a multi-win situation; fifth is the network marketing strategy. Starting from the establishment of social platforms and optimization of network search, we will take advantage of e-commerce networked marketing and big data operations to effectively meet the real needs of consumers.
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