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论文编号：	6721
作者编号：	2120123004
上传时间：	2014/12/5 12:11:34
中文题目：	AMD公司在中国O2O类渠道体系内的营销策略研究
英文题目：	The research of AMD in O2O channel marketing strategy
指导老师：	张玉利
中文关键字：	O2O; 产业链营销;商业生态系统;大数据营销;
英文关键字：	O2O; Industry chain marketing; Business Ecosystem; Big data marketing
中文摘要：	随着互联网进入移动互联时代，接入互联网无论在硬件和软件的环境来看都进入了一个相对成熟的时期。互联网已经从原来的信息媒介成为诸多商业模式发展的载体。互联网领域永远都是处于推陈出新的前沿，发生的变化也远远不止互联网企业和互联网本身，诸多的商业模式和商业工具应运而生。 O2O作为21世纪的新名词已经不在陌生，线上和线下的互动也在互联网的高速发展下更加贴近普通消费者的生活。在O2O领域涌现出了一批优秀的互联网企业，跨越了原有互联网企业的传统范畴，利用互联网的基本技术和发展思维使传统的商业模式得到了很好的补充和创新。O2O类型渠道的蓬勃发展，不仅仅为互联网注入生机，也使消费者对互联网的认识和使用到达了一个新的高度。面对O2O大发展所带来的机遇，参与其中的企业也面临了更严峻的考验。在O2O领域中的企业所面临的竞争已经不能够再停留在企业本身，需要具备产业链营销的思想，发挥整个产业商业生态系统的力量使整个生态系统的企业都需要为生态的健康发展服务。 本文系统分析了O2O类型渠道的定义和特点，并结合生态系统、企业价值链、大数据营销理论等营销理论知识，以AMD在O2O类型渠道内品牌电脑的商业系统影响手段为例，对产业链上游如何在产业链当中对整个生态系统进行影响进行研究。作为计算机产业链上游要认真分析中国品牌电脑的发展所处的外部环境，并要对自身企业的优势和劣势进行系统识别，发挥出自身的产业优势。产业链上游不再停留在产品供应给自己的下游，更需要在产品、价格、渠道和促销策略的制定和实施上对O2O企业进行影响和扶持，从而达到影响整个与品牌电脑相关的生态系统的健康发展。 本文的结论是作为任何一个品类的上游厂商，需要在O2O商业模式大兴其道的时期，对整个产业链的资源进行整合，并结合自身的产品和技术优势帮助产业链中的企业从价格战和短期行为中解放出来。O2O商业模式的发展需要产业链上游的深入影响，从而促使在本行业在该新生模式下寻找到新的生机。
英文摘要：	As the Internet entered the era of mobile Internet, access to internet has entered a period of relative maturity both in hardware and software environment. Internet has evolved from the original media become carrier of a great many business models. Internet is always at the forefront of innovation, and changes also happen far more than Internet companies and the Internet itself, many of the business models and business tools emerge because of internet opportunities. O2O as new terms of the 21st century is no longer unfamiliar, online and offline interaction, with rapid development, has become more and more close to the lives of ordinary consumers. A number of outstanding Internet firms, which have popped up in O2O field with great-leap-forward the traditional categories of existing Internet companies, have made innovation in traditional business models by using basic technologies and logic of internet. O2O type channels not only injected vitality into the Internet, but also lead consumer understanding and use of the Internet to reach a new height. With O2O opportunities arising, participating companies also face a more severe test. Competition faced by enterprises in the field of O2O has not been able to stay in business, you need the chain marketing ideas, play the whole industry business ecosystem strength makes the entire ecosystem of business needs to service for the ecological healthy development. This paper analyses the O2O channel definition and characteristics, and considering business ecosystem and value chain, data marketing and other marketing theories, take an example of AMD commercial system means in the O2O type channel brand computer, studies how the upstream industry chain in the industrial chain to conduct impact on the entire ecosystem. As the upstream in computer industry chain, need to careful analysis of the external environment in which the development of Chinese brand computers, and to systematically identify strengths and weaknesses of their own enterprises, take advantage of their industrial strengths. Upstream industry chains is not only supply product to its own downstream, but also influence and support the O2O enterprises on the formulation and implementation of policies for product, price, place and promotion, so as to affect the whole ecosystem health development associated with brand computer. The conclusion of this article is as the upstream manufacturers of an any category, who need to integrate the resources of the whole industrial chain when O2O business model is booming, combine with their products and technology advantages to help enterprises in the industrial chain freed from price wars and short-term actions. Development of O2O commerce model requires further impact from upstream industry chain, thus new opportunities will be found in this industry with new model.
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