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论文编号：	14184
作者编号：	2320213566
上传时间：	2023/12/7 19:42:53
中文题目：	BS眼镜公司线上线下双渠道协同营销策略研究
英文题目：	Research on BS Glasses Company''''''''s Online and Offline Dual Channel Collaborative Marketing Strategy
指导老师：	刘彦平
中文关键字：	眼镜零售;协同营销;营销策略;7Ps
英文关键字：	Retail of glasses;collaborative marketing;Marketing Strategy;7Ps
中文摘要：	中国是目前世界上最大的眼镜生产国和销售国，2021年全国眼镜产品零售市场规模达到850亿元。受益于消费升级、配饰化趋势流行、功能性镜片的供需成熟等因素影响，未来整体市场依然会延续持续增长态势。中国眼镜零售业存在两大特点：一是行业分布较为分散，排名前十名企业合计市场占比约10%远低于欧美国家35%的数据。其次是同质化严重，大到品牌知名度较高的连锁企业，小到三四十平米的夫妻店，提供的产品和服务没有形成特别明显的差异化。突如其来的疫情加深了互联网对于线下零售行业的颠覆性影响，当线上带来的信息透明、快捷方便、价格低廉等优势迎面而来，消费者的响应速度远远高于店铺经营者，传统的线下眼镜零售店面临着新零售带来的冲击和挑战。 本文研究对象BS公司就是中国广大中小眼镜零售企业的一员，公司正在进行线上线下双渠道营销模式的转型。论文基于7Ps和STP等经典营销理论，运用PEST、波特五力模型等分析工具，以及文献分析法、案例分析法等研究方法，对BS公司营销现状进行梳理总结和分析，整理出公司营销在产品差异化、线上线下融合、营销效果等方面存在的实际问题。同时，论文结合BS公司实际情况以及行业发展趋势，有针对性规划了公司线上线下协同营销的发展思路，从定位、产品、定价、渠道、促销、人员、过程、有形展示等方面制定了具体措施，并从技术支持、标准化推升、品牌推广等方面提出保障性建议。 论文研究可以为BS公司在线上线下双渠道协同营销方面提供了可供参考和执行的建议，助力企业在经营过程中取得更大进步，同时也可为与BS公司相似的眼镜零售企业提供借鉴和参考。
英文摘要：	China is currently the world's largest producer and seller of eyewear products, with a retail market size of 85 billion yuan in 2021. Benefiting from factors such as consumption upgrading, the popularity of accessories, and mature supply and demand of functional lenses, the overall market will continue to grow continuously in the future. There are two main characteristics of China's eyewear retail industry: firstly, the industry distribution is relatively scattered, and the market share of the top ten enterprises is about 10%, which is far lower than the data of 35% in European and the United States. Secondly, there is a serious homogenization, ranging from chain enterprises with high brand awareness to couple shops with an area of 30 to 40 square meters, the products and services provided have not formed a particularly obvious difference. The sudden outbreak of the epidemic has deepened the disruptive impact of the internet on the offline retail industry. When the advantages of information transparency, convenience, and low prices brought by online are coming, consumers' response is much faster than that of store operators. Traditional offline eyewear retail stores appear flustered and helpless under the impact of new retail. The research object of this article is BS Company, which is a member of a large number of small and medium-sized eyewear retail enterprises in China. The problems faced by the industry are condensed into a specific problem. By combining classic marketing theories such as 7Ps and STP, as well as analytical tools such as PEST and Porter's Five Forces Model, and using research methods such as literature analysis and case analysis, this paper summarizes and analyzes the current situation of BS marketing, and identifies the practical problems that exist in the company's marketing in terms of product differentiation, online and offline integration, and sales effectiveness. At the same time, based on the actual situation of the company and industry development trends, a targeted development strategy for the company's online and offline collaborative marketing has been planned, and specific measures have been formulated from aspects such as positioning, product, price, place, promotion, people, process, and physical environment, as well as technical support, standardization extension, and brand promotion guarantee suggestions. This paper provides some reference and execution suggestions for BS Company's online and offline collaborative marketing, helping the enterprise make greater progress in the operation process. At the same time, it can also provide some reference for eyewear retail enterprises similar to BS Company.
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