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论文编号：	12778
作者编号：	2320190675
上传时间：	2021/12/8 21:33:05
中文题目：	TBL食品有限公司网络营销策略
英文题目：	Network marketing strategy of TBL Food Co., Ltd
指导老师：	刘建华
中文关键字：	老字号企业；传统食品；网络营销策略
英文关键字：	China Time-honored Brand; Traditional food; Network marketing strategy
中文摘要：	近些年来，网络营销在各个行业中的影响力不断提高，尤其是新冠疫情爆发以来，以直播为主力的网络营销话题不断被媒体提及，很多从前较少涉及网络营销的企业，也想办法向该方向转型或者是开拓各电商平台渠道。TBL作为一家传统的酱制品老字号企业，在网络营销方面涉及较少，公司98%以上都是线下渠道，线上的销量占整体份额微乎其微。作为一家经营多年的老字号企业，虽然客户集中于天津，但是随着时间的推移，很多客户已经去往全国各地，导致全国市场有一定的需求。 TBL的产品作为天津特色美食，一直是线下门店经营，产品无论从规格、包装上，都是为线下服务。如今想要开拓线上渠道，要从产品上重新规划，并且要采取相应的线上营销策略。传统的线下销售策略虽然能满足线下市场，但是远远跟不上网络环境的变化。 本文通过对传统营销理论、网络营销理论的相关回顾，寻找为TBL制定网络营销策略的理论依据。然后对TBL的宏观环境、竞争环境、SWOT及现状进行分析，介绍了TBL所面临的市场环境。后文针对其所面临的市场环境进行了相应的市场定位以及网络营销策略。作者认为，TBL的产品必须进行改进，使其更加适合线上市场，并且加强新媒体板块的宣传，各个电线上平台有区别的投入资源。最终达到提高TBL线上品牌影响力，提升销量的目的。
英文摘要：	In recent years, the influence of network marketing in various industries has been increasing. Especially since the outbreak of COVID-19, the topic of network marketing, which focuses on live streaming, has been constantly mentioned by the media. Many enterprises that used to be less involved in online marketing are also looking for ways to transform into this direction or to open up channels for each business platform. As a traditional time-honored enterprise of sauce products, TBL has less involvement in network marketing. More than 98% of the company are offline channels, and online sales account for little of the overall share. TBL's products, as Tianjin's characteristic food, have always been operated in offline stores. The products serve offline in terms of specifications and packaging. Now, if you want to develop online channels, you should re plan the products and adopt corresponding online marketing strategies. Although the traditional offline sales strategy can meet the offline market, it is far from keeping up with the changes of the network environment. Through the review of traditional marketing theory and network marketing theory, this paper looks for the theoretical basis for TBL to formulate network marketing strategy. Then it analyzes the macro environment, competitive environment, SWOT and current situation of TBL, and introduces the market environment faced by TBL. After that, this paper makes the corresponding market positioning and network marketing strategy according to the market environment it faces. The author believes that TBL's products must be improved to make them more suitable for the online market, strengthen the publicity of the new media sector, and invest resources differently on each wire platform. Finally, the purpose of improving TBL's online brand influence and sales volume is achieved.
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