379378+基于O2O的社群营销策略浅析要点.docx

基于O2O的社群营销策略浅析 ——以A公司为例 摘要：随着互联网技术的发展和进一步普及，电子商务O2O已经成为一种时尚的营销策略，这种营销策略在很大程度地上改变了人们的生活方式和拉近了全球商业之间的距离，一方面互联网下的营销策略，方便了人们的交流和购物，但是另一方面这种新型营销策略的出现，在很大程度上对传统行业造成了一定的冲击，加剧了市场竞争的程度，在市场竞争规划、经济增长的模式中，以及社会生活方式都发生深刻变化的形式里，企业将用何种策略来整合企业的资源，提高营销效率，这是现在研究的课题。驾校作为我国的传统行业，而且驾培市场目前处于非常饱和的状态，竞争相当激烈，因此发展相当的缓慢，为此很多驾校一直通过各种途径来扩大销量，互联网营销策略的出现，对这些驾校产生的深刻影响，因此如何在新的商业环境下，创新驾培的营销策略变得相当的重要。目前在驾校引入电子商务O2O模式的时间较短，在运用互联网进行销售的过程中，也面临着一些新的挑战和问题。本文通过对电子商务O2O+社群下网络营销的研究，以传统驾校作为个案研究，阐述互联网模式下驾校的发展状况，同时也可以为驾校面电子商务O2O+社群营销的发展提供一些借鉴意义。 关键词：O2O；社群；营销策略 Abstract With the development of Internet technology and further popularization, electronic commerce has become a fashion business model, the business model on the ground greatly changed peoples way of life and reduce the distance between the global business, on the one hand, the Internet business model, convenient for peoples communication and shopping, but on the other hand, the emergence of this new business model, to a great extent, caused a certain impact on the traditional industry, the degree of intensified market competition, the competition in the market plan, the mode of economic growth, and society in the form of the profound changes in life style, the enterprise will be with what kind of strategy to integrate the resources of the enterprise, improve the efficiency of marketing, this is now research topic. Driving as a traditional industry in our country, and is at a very saturated state of driving training market, the competition is fierce, so the development is quite slow, so a lot of driving through various channels to expand sales, the emergence of the Internet business model, a profound influence on the driving school, in the new business environment, therefore how to innovation driving marketing model has become so important. In driving the introduction of e-commerce mode time is shorter, in the process of using the Internet to sales, are also facing some new challenges and problems. This article through to the electronic commerce network