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论文编号：	14855
作者编号：	2320213849
上传时间：	2024/12/4 16:53:02
中文题目：	标适公司线上线下双渠道协同营销研究
英文题目：	Research on BIAOSHI''s Online and Offline Dual Channel Collaborative Marketing
指导老师：	华志忠
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：	中国是眼镜制造业与零售业的领军者，2023年零售市场规模超850亿元。消费升级、配饰化趋势及功能性镜片供需成熟，推动市场持续繁荣，未来发展前景乐观。然而，中国眼镜零售行业面临两大挑战：一是市场分散，前十大企业市占率仅10%，远低于欧美35%，表明竞争碎片化；二是产品服务同质化严重，无论品牌连锁还是小店，均缺乏差异化，难以脱颖而出。疫情加速了零售变革，线上购物的透明度、便捷性和价格优势迅速吸引消费者，其响应速度远超传统店铺，迫使线下眼镜店直面新零售带来的挑战与冲击。 本文聚焦于标适公司这一中国眼镜零售行业中众多中小企业的缩影，探讨其在数字化转型浪潮中，如何推进线上线下双渠道营销模式的转型与升级。研究以7Ps（产品、价格、渠道、促销、人员、过程、有形展示）与STP（市场细分、目标市场、市场定位）等经典营销理论为基石，辅以PEST分析、波特五力模型等工具，结合文献综述与案例剖析的方法，对标适公司的营销现状进行了全面梳理与深入剖析，揭示了其在产品差异化、线上线下融合、营销效果等方面的瓶颈与挑战。在此基础上，本文紧密结合标适公司的实际情况与行业发展趋势，为其量身定制了线上线下协同营销的发展蓝图，从市场定位的精准化、产品线的差异化构建、定价策略的灵活性调整、渠道布局的全面优化、促销活动的创新设计、服务团队的专业化培训、顾客体验的无缝对接，到实体店面与线上平台的有形展示与品牌建设，均提出了具体而详实的实施策略。同时，本文还就技术支持的强化、标准化管理的推进、品牌影响力的提升等方面，提出了保障措施与建议。 总体而言，本文的研究成果不仅为标适公司在双渠道协同营销领域提供了切实可行的指导方案，助力其在激烈的市场竞争中实现跨越式发展，更为行业内与标适公司境遇相似的眼镜零售企业提供了宝贵的参考与启示，共同探索转型升级的新路径。
英文摘要：	China is a leader in the eyewear manufacturing and retail industries, with a retail market size exceeding 85 billion yuan in 2023. The upgrading of consumption, the trend towards accessories, and the mature supply and demand of functional lenses are driving the sustained prosperity of the market, and the future development prospects are optimistic. However, the Chinese eyewear retail industry faces two major challenges: firstly, the market is fragmented, with the top ten companies having a market share of only 10%, far lower than the 35% in Europe and America, indicating fragmented competition; Secondly, there is a serious homogenization of product and service, and both brand chains and small stores lack differentiation, making it difficult to stand out. The epidemic has accelerated the transformation of retail, and the transparency, convenience, and price advantages of online shopping have quickly attracted consumers. Its response speed far exceeds that of traditional stores, forcing offline eyewear stores to face the challenges and impacts brought by new retail. This article focuses on Biao Shi Company, a microcosm of many small and medium-sized enterprises in the Chinese eyewear retail industry, and explores how it promotes the transformation and upgrading of its online and offline dual channel marketing model in the wave of digital transformation. The study is based on classic marketing theories such as 7Ps (product, price, channel, promotion, personnel, process, tangible display) and STP (market segmentation, target market, market positioning), supplemented by tools such as PEST analysis and Porter's Five Forces model, and combined with literature review and case analysis methods to comprehensively sort out and deeply analyze the marketing status of the target company, revealing its bottlenecks and challenges in product differentiation, online and offline integration, marketing effectiveness, and other aspects. On this basis, this article closely combines the actual situation and industry development trends of Biao Shi Company to tailor a development blueprint for online and offline collaborative marketing. From precise market positioning, differentiated product line construction, flexible adjustment of pricing strategy, comprehensive optimization of channel layout, innovative design of promotional activities, professional training of service teams, seamless integration of customer experience, to tangible display and brand building of physical stores and online platforms, specific and detailed implementation strategies are proposed. At the same time, this article also proposes safeguard measures and suggestions for strengthening technical support, promoting standardized management, and enhancing brand influence. Overall, the research findings of this article not only provide practical guidance for Biao Shi Company in the field of dual channel collaborative marketing, helping it achieve leapfrog development in the fierce market competition, but also provide valuable reference and inspiration for eyewear retail enterprises in the industry with similar situations to Biao Shi Company, jointly exploring new paths for transformation and upgrading.
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