深圳一指通电子商务有限公司营销策略研究毕业论文.docVIP

毕业论文 （2011届） 深圳一指通电子商务有限公司营销策略研究 摘 要 深圳一指通电子商务有限公司了，本文通过对一指通模式 Abstract With the unlimited expansion of the global information, the digital trade is processed and exchanged through the net work information that reduce the distribution channel and produce the new way with the great value which is favored by the enterprises. The Yizhitong E-Commerce Co., Ltd of Shenzhen developed a new consumption patterns based on the digital trade which is called The Mode of Yizhitong in this paper. Through the medium of POS this mode combined the dealer, union business and member closely, let them influence and cooperate each other to get common benefit. The Yizhitong mode has a bright prospect, it has already promoted eleven provinces in the country, the number of its member and the union business has reached more than 100 million and one thousand respectively. However, it also encountered some problems during the promotion of the model. In view of the problem, this paper aims to study the Yizhitong Mode and the marketing strategy of the company to point the problem and shortage of its existing marketing strategy. It also considered the Yizhitong mode is more suitable for use in promotional marketing strategies, advertising strategy and relationship marketing strategy. This paper aims to through these four strategies to help and solve the companys existing marketing problems and also promote the Yizhitong Mode. Key words: Digital Trade Yizhitong Mode Marketing Strategy 目 录 1 研究意义和写作思路 1 1.1 研究背景和意义 1 1.2 写作思路 1 3 理论概述 3 3.1电子商务和数字贸易 3 3.2第三方电子商务平台 3 3.3 促销策略 3 3.3 渠道策略 4 3.4 广告策略 4 3.5 关系营销 4 4一指通公司简介 6 4.1 一指通公司简介 6 4.2 一指通模式简介 6 4.3一指通模式特点 9 4.3.1相互合作，多方共赢 9 4.3.2 三者之间关系交叉，利益密切相关 9 4.4 一指通模式市场前景分析 9 5 一指通公司现有营销策略与问题 11 5.1一指通公司现有营销策略 11 5.1.1 以旅游为主的促销策略 11 5.1.2 会员、经销商、联盟商家全面发展的渠道策略 11 5.1.3 以网络广告为主的广告策略 12 5.1.4 对经销商、会员的关系营销策略 12 5.2 一指通公司营销策略现有问题 13 5.2.1 促销策略投入巨大，效果细微 13 5.2.2渠道建设重点不突出 13 5.2.3广告营销过于片面，且力度不够 14 5.2.4关系营销片面，自身优势未利用好 15 6 一指通公司营销对策 17 6.1 区别促销，促销方式多样