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论文编号：	7393
作者编号：	2120132417
上传时间：	2015/6/9 12:08:42
中文题目：	基于GIMC的中国智能手机企业O2O营销模式研究
英文题目：	The Study of Chinese Smartphone Business O2O Marketing Mode：Based on GIMC
指导老师：	申光龍
中文关键字：	全球整合营销传播（GIMC）；智能手机；网络营销；O2O
英文关键字：	Global Integrated Marketing Communication (GIMC); Smartphone; Network Marketing; O2O
中文摘要：	整合营销传播（IMC）理论已经得到了企业的认可并被广泛应用，随着全球化的发展以及企业国际化进程的加快，全球整合营销传播（GIMC）也逐渐得到企业以及学者的重视。随着互联网和通讯技术的发展，以网络营销与线下体验相结合的O2O模式得到了迅速发展。移动互联下出现的智能手机成为了人们日常生活和工作中的必备工具。在智能手机行业，韩国三星集团从品牌影响到产品销售都稳稳占据着世界领导者的地位，苹果公司凭借着独有的iphone系列产品紧随其后。随着中国的华为、小米、联想、中兴等品牌的迅速发展，中国智能手机企业已成为紧随三星和苹果的世界第三股力量。世界智能手机市场发展迅速，区域分布存在差别，亚非拉美地区成为市场增量的主力军。区别于世界市场，中国智能手机市场存在着消费者心理和需求层次升级等方面的特有属性。国际品牌三星与苹果公司手机营销策略和竞争战略的对比分析，为我们提供了世界智能手机企业营销的现状。中国国产品牌华为与小米的案例对比研究，则诠释了国有品牌的发展路径和营销特色。在此基础上所进行的国内外知名企业战略与营销的对比分析，能够对国内外营销的前沿进行综合把握，进而为中国智能手机企业的营销发展提供参考和借鉴。 O2O模式在中国智能手机企业的营销运用中存在着理论的适用性和实践的可行性，GIMC理论则为中国智能手机企业的发展提供了总体的战略框架。因此，作为战略与策略的有效结合，对中国智能手机企业进行O2O模式下的GIMC设计存在着一定的学术价值和现实意义。本文研究从相关战略理论、营销理论、IMC、GIMC、QR/ECR、激励理论等多角度出发，通过对国内外智能手机市场和代表企业的营销对比研究，构建了基于GIMC理论下的中国智能手机企业O2O营销模式，并设计了具体操作过程，本研究能为GIMC、O2O理论研究和企业的具体营销实践提供一些借鉴和参考。图38幅，表11个，参考文献128篇。
英文摘要：	Integrated marketing communication (IMC) theory has gained the recognition of the enterprise and used widely, with the speeding up of the development of globalization and the internationalization of enterprises, the global integrated marketing communications (GIMC) also gradually get the attention of the enterprises and scholars. With the development of Internet and communication technology, combined with online marketing and offline experience O2O mode has been developing rapidly. Under the mobile smartphone has become a necessary tool in People's Daily life and work. In the smartphone industry, South Korea's samsung group from the brand influence to the product sales are firmly occupy the world leader, the company followed by relying on the unique iphone series products. As China's Huawei, MIUI, Lenovo, ZTE brand development is rapid, Chinese smartphone companies has become the world's third force after samsung and apple.The Smartphone market has developed rapidly. There is a difference with regional distribution, Asian African and South American region has become the main force of incremental market. Different with the world market, consumer in China's Smartphone market have a specific attribute of the psychology and demand level upgrade, etc. International brand Samsung and Apple's mobile marketing strategy and competitive strategy analysis, provides us with the world Smartphone enterprise marketing status quo. Chinese domestic brand case comparative study of Huawei and MIUI, explained the development path of state-owned brand and marketing characteristics. On the basis of comparative analysis about strategy and marketing at home and abroad can give us a well-known of the forefront of marketing line, and thus provide a reference for China's Smartphone the marketing development of the enterprise and using for reference. In China's Smartphone enterprise marketing O2O mode have an applicability of the theory and practice, GIMC theory provides the overall strategic framework for the development of China's Smartphone enterprise. Therefore, as the effective combination of strategy and tactics, the O2O mode for China's Smartphone enterprise GIMC design has a certain academic value and practical significance. This article studies from relevant strategic theory, marketing theory, IMC, GIMC, QR/ ECR, incentive theory, through to the Smartphone market at home and abroad and the contrast research on behalf of the enterprise's marketing, constructed the China's Smartphone enterprise O2O marketing mode base on the theory of GIMC, designed the concrete operation process, and provided some reference in marketing theoretical research and practice.
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