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论文编号：	8175
作者编号：	2120122937
上传时间：	2016/6/1 23:23:17
中文题目：	基于顾客价值视角的百度糯米营销策略研究
英文题目：	Research on Marketing Strategies of Baidu Nuomi Based on the Perspective of Customer Value
指导老师：	方磊
中文关键字：	顾客价值团购 百度糯米 营销策略
英文关键字：	Baidu Nuomi; Group Buying; Customer Value; Marketing Strategy
中文摘要：	2010年至今，我国的团购网站经历了行业的兴起、整合重组，直至行业三强相互制衡格局的初步形成。目前市场上的主流团购网站已弱化团购的概念，向O2O生活服务类综合平台转型。如何制定有效的营销策略，形成差异化的竞争优势，是当下团购网站亟待解决的首要问题。顾客价值是营销的核心概念，任何成功的营销策略都根植于对顾客价值的发掘和满足。因此文中笔者选择以顾客价值作为理论切入点。首先，笔者在学界现有顾客价值相关理论研究的基础上，结合网团顾客的行为、心理特征，对团购网站顾客的价值构成进行研究，提出商品价值、平台价值、社会价值、情感价值四大价值构面，为研究百度糯米营销策略提供理论依据；其次，笔者对于网团行业的发展历程、行业竞争环境进行了阐述，并结合SWOT分析方法，描述分析百度糯米的外部环境及自身资源的优劣，为研究百度糯米营销策略提供现实依据；最后，笔者以团购网站顾客价值的四大构面为基础和导向，总结研究百度糯米现有的成功营销策略，并就其存在的问题提出相应的完善和提升建议。笔者期望通过此文的研究分析，能够填补中国团购网站顾客价值和营销策略研究方面的些许空白，为其未来发展提供理性的参考，并为我国网络团购行业的水平提升和长期良性发展提供借鉴与建议。
英文摘要：	Since 2010, the group-buying industry has experienced such stages as rise, integrated?reorganization until a ‘three-way’ pattern has taken initial shape. Currently the mainstream sites have weaken the concept of group purchasing and turned it into comprehensive life-service platform. How to make effective marketing strategies and form a differentiated competitive advantage is a crucial problem to be solved. Customer value is the core of marketing. Discovering and meeting customers’ value is the key factor in any successful marketing strategy. Therefore the author choose it as the theoretical entry point. Firstly, combing with the psychological and behavioral characteristics of group-buying customers, the author makes the research on the customer value composition with reference to current relevant theories. As a result, commodity value, platform value, social value and emotional value have been brought up as four elements. This provides theoretical basis for the research on marketing strategies of Baidu Nuomi. Secondly, the author describes the industry development history, macro environment and competitive environment. By using SWOT method, the author analyzes the external environment and internal resources. This provides realistic basis for the research on marketing strategies of Baidu Nuomi. Finally, guided by these four elements, the author analyzes the current successful marketing strategies of Baidu Nuomi and puts forward promotion advice. The author hopes to fill in some gaps of research on customer value and marketing strategies of Chinese group-buying sites and provide theoretical references for their development in the future, as well as certain references and suggestions for their level promotion and long-term healthy development.
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