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论文编号：	3734
作者编号：	2120092729
上传时间：	2011/11/24 13:41:35
中文题目：	红孩子网上商城营销策略及其实施研究
英文题目：	The Research on Redbaby Online Shopping Mall Marketing Strategy and Its Implementation
指导老师：	郑琦
中文关键字：	营销策略；网络营销；红孩子网上商城
英文关键字：	marketing strategy; internet marketing; Redbaby Online Shopping Mall
中文摘要：	近年来，随着互联网的普及和网络购物环境的成熟，网上购物已逐渐成为消费者不可或缺的购物方式，网络购物的总成交额也呈现出快速增长的态势。巨大的市场份额以及广阔的发展空间，吸引着更多的商家加入这一领域，从中分一杯羹。B2C领域的竞争日趋激烈，市场和消费者对于B2C企业也有更多的要求。网络购物的蓬勃发展使得网络商店的竞争日趋残酷，同质化现象不可避免。本文以红孩子网上商城为例，运用市场营销、战略管理、网络营销等理论分析研究红孩子公司的营销策略及实施。全文共分为六章，第一章介绍了研究背景及意义和研究内容和框架；第二章对相关理论知识进行回顾，分别有网络营销理论，SWOT理论，五力模型，4C理论等，为下文案例分析起到导航作用；第三部分使用PEST分析法对网络营销环境进行分析，并介绍了网络消费环境，使用五力模型分析法和SWOT分析法对B2C行业的竞争环境进行梳理；第四章从营销4C理论的四个角度分别对红孩子网上商城的营销策略与实施细致分析研究；第五章对红孩子网上商城的营销策略的具体实施等方面展开讨论；第六章为结论，总结全文并对B2C行业发展做出展望。红孩子公司以消费者需求为导向策略方面，采取精准营销，并以客户为中心的推出产品和提供服务；基于消费者所愿意支付成本的价格策略方面，红孩子以其成本优势和渠道优势提供质优价廉的商品给消费者；给消费者带来便利的策略方面，红孩子在业内首推自营物流，并且采用友好的购物界面和方便的购物体验给顾客；与消费者的双向沟通策略方面，红孩子开设的网上社区是一个顾客与商家良好沟通的平台，同时红孩子公司十分注重客户体验。这些为其带来的业内良好营销成绩。本文尽量采集B2C业内的最新数据，以科学的论述进行分析红孩子公司的营销策略及实施保障。作者希望通过对红孩子网上商场的分析可以对B2C网上商城的其它企业起到借鉴作用，扬长避短。
英文摘要：	With the prevalence of internet and mature of online shopping environment, on-line shopping has become an important shopping pattern in recent years, the rapid growth trend of online shopping turnover were prominent. Huge market share and great scope for development attracts competitors join in and get profit from this field. On one hand, the competence in B2C field become fierce, on the other hand, on-line shopping market and consumer become critical. The rapid development of online shopping makes online store competition has become increasingly brutal, the same phenomenon is inevitable. This thesis takes Redbaby online shopping mall for example, in connection with marketing theory, strategic management and internet marketing to analyse its marketing strategy and implementation. The thesis is composed by six parts, the first chapter introduces the research background and significance, content of research and method of research; chapter two reviewed the relevant theoretical knowledge, respectively internet marketing theory, SWOT, five forces model, 4C theory, for the following case studies play a role in navigation; the third parts introduce the macro environment for B2C sectors by PEST theory, the network environment and consumer character analysis, competition environment analysis by five forces model and SWOT; Chapter four is the analysis of 4C theory of from four respects of Redbaby’s marketing strategy and implementation; Chapter five is Redbaby’s marketing strategy specific implementation; Chapter six is the findings, concludes the thesis and foresee the future of B2C field. In the consumer demand-oriented strategy, Redbaby online shopping mall takes precision marketing strategy and provide customer-centric products and services; in the strategy of what consumers are willing to pay the cost based price, Redbaby offer high quality and cheap commodities on the basis of its cost advantage and marketing channel advantage; in the carrying out convenience to consumers theory, Redbaby set up its own logistics department, and use-friendly interface and convenient shopping features to the customer; in the strategy of two-way communication, Redbaby set up a bbs which allow customer and seller to communicate, furthermore she focus on customer experience. The above mentioned positive marketing stragegy brought to its success. Writer tried her best to accumulate latest data of B2C industry, analyses Redbaby’s marketing strategy and implementation and security scientifically. Hope the analysis of Redbaby online Shopping Mall can be a guideline and reference of B2C field.
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