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论文编号：	11441
作者编号：	2320170661
上传时间：	2019/12/16 11:32:08
中文题目：	互联网经济时代PH商贸公司营销策略与实施研究
英文题目：	Research on the Marketing Strategy and implementation of PH Trading Co., Ltd. in internet economy era
指导老师：	于斌
中文关键字：	PH商贸，办公物资， B2B，营销策略
英文关键字：	PH trading company, office supplies, B2B, Marketing strategy
中文摘要：	国内办公物资市场规模庞大竞争激烈，伴随着互联网经济的深入发展，消费者的办公物资采购需求和模式也发生了深刻的变化：办公采购行为向电商化、集约化方向发展。从单一的产品采购向办公服务升级，一站式服务采购成为客户的终极需求。 本文以PH商贸公司为研究对象，PH商贸公司成立至今26年持续在办公物资本地供应服务领域深耕发展。是本地同行业的领跑者，年营业额1.01亿元。作为办公物资供应服务传统企业，随着互联网经济下的政企客户采购从协议供货、公开招标方式向电商化、平台化、集约化采购方式转变，企业面临一系列机遇与挑战。本文旨在运用所学的市场营销理论和方法，通过对PH商贸所处的市场环境进行分析，运用STP理论进行市场细分研究，提出能为PH商贸实现跨越发展并助力其行业领先地位的营销策略及实施保障方案。PH商贸公司组合营销策略方案从产品策略、渠道策略、价格策略、促销策略、人员策略、有形展示策略、过程管理策略角度结合关系营销、B2B网络营销策略进行阐述。 论文把营销理论和实践相结合，联系PH商贸公司的实际情况，探索出PH商贸公司的一种行之有效的营销方法，在实际运用中有一定的借鉴意义。通过本论文可以窥视到中国大环境下的办公物资商贸企业的生存现状，这对其他业内的商贸型企业将具有一定的借鉴和参考意义。
英文摘要：	The market scale of domestic office supplies is huge and the competition is fierce. Along with the in-depth development of the internet economy, the purchase demand and mode of office supplies of customers have also undergone profound changes: the purchase behavior of office supplies is developing towards e-commerce and intensification. From single product procurement to office service upgrade, one-stop service procurement has become the ultimate customer demand. This thesis takes PH trading company as the research object. PH trading company has been developing deeply in the field of local service of office supplies since its establishment 26 years ago. It has been the local industry leader with the annual turnover of 101 million yuan. Along with the internet economy’ development, enterprise customers turn their purchase mode from signing the supply agreement and carrying on the public bidding to put it in an e-commercial, platform-based and integrated way. As a traditional enterprise of office supplies supply and service, the enterprise faces a series of opportunities and challenges. This thesis aims to apply the marketing theories and methods I have learned, to analyze the market environment of PH trade, to conduct market segmentation research with STP theory, and to put forward marketing programs that can help PH trade achieve leapfrog development and to maintain its leading position in the industry. The PH trading company portfolio marketing strategy will be expounded including: product strategy, channel strategy, price strategy, promotion strategy, personnel strategy, tangible display strategy, process management strategy from the perspective of relationship marketing, and B2B network marketing strategy. This thesis combines the marketing theory and practice, combines the actual situation of PH trading company, and explores an effective marketing method of PH trading company, which has certain reference significance in practical application. Through this thesis, we can peep into the current situation of office supplies trading enterprises under the environment of China, which will have certain reference significance for other commercial enterprises in the industry.
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