电动化趋势论文：JIT营销模式运营与研究报告.docVIP

电动化趋势论文：JIT营销模式运营与研究 【中文摘要】当前企业所面临的两大普遍性难题一是成长疲软,二是发展失衡。而这两大问题归根结底都和企业的营销模式紧密相关。本论文从现代企业普遍面临的成长疲软和发展失衡两大症状入手,以嘉爵公司为样板,从其历史背景和商业定位出发,分析了营销模式对现代企业的重要性以及现代电子商务对现代企业营销模式的影响,在充分调研了国内外电动自行车行业的背景与现状后,首先运用战略管理的宏观环境分析(PEST分析)和SWOT分析法,依据市场调查报告结合企业的现有资源制定了以Just for you/Internet marketing/services in Time为核心理念的JIT(杰出/可爱/特别)《轻型电动自行车2009—2010年度品牌战略规划》。并详细制定了：JIT项目背景、JIT品牌战略规划意义、JIT品牌CIS战略规划、JIT品牌战略规划实施细则、JIT“五位一体”特性营销模式、JIT项目推进计划表在内的商业计划书。并以此为基础制定了适应企业发展战略的一体化成长战略、重点市场差异化竞争战略和各职能策略。在成功实现了集约化产品开发及OEM制造之后,运用电子商务和营销管理的有关方法,成功地策划和实施了以《JIT营销手册》为章程的市场推广活动。并建立了以网络营销为中心,以直营店、专卖店、售后体验维修站、社区租赁站互为依托的五位一体的立体式营销网络。充分实现了以线上、线下相结合,网络营销为特征的JIT营销模式。同时导入了现代物流配送,将现代电子商务模式与传统批零业务进行了创新性融合,基本实现了以质量第一、诚信至上、定位准确、个性鲜明、巧妙传播为五大特征的JIT品牌营销。本论文通过对该公司JIT营销模式的运营描述与研究,最终获得了以《JIT营销手册》和《JIT网络营销体系》为代表的理论模型,并通过其在中国长三角区域市场的实践,证明该商业模式具有较强的先进性和可行性,为我国电动自行车营销模式的运营和研究,乃至现代企业品牌营销的创新和发展都提供了有益的借鉴! 【英文摘要】Unbalanced development and weak growth, which are two universal difficulties that most of domestic companies are facing, ultimately these two symptoms relate to marketing and sales model closely.Started from above two typical symptoms of unbalanced development and weak growth lies in most of domestic companies, this thesis analyzes importance of marketing and sales model to modern enterprise and e-business influence to sales model from Jiajue background and targets. After fully investigation and research in international and domestic motor-bicycle industry background and current status, Jiajue (Below Jiajue will be abbreviated as “JJ”) applied PEST,SWOT analysis methods to do plenty of investigation and research then accomplish the professional market research report, based on this report and JJ current resource, JJ make out JIT(扟抦eans outstanding, 扵?means lovely and扵?means speciust foal) light motor bicycle brands strategy in 2009 and 2010 with core ideal of扟ust for you, Internet marketing and services in Time? At the same time JJ constructed the detail business plan with the content of JIT background, JIT brands strategy s