电子商务环境下德高公司营销模式分析-analysis of marketing model of highly respected company under e-commerce environment.docxVIP

山东科技大学工商管理硕士学位论文 摘要摘 要随着网络基础设施建设的不断完善和电子信息技术的发展，互联网及其应用逐渐深 入到人们生活的各个方面，丰富了人们的生活。电子商务的快速发展及应用改变了传统 的营销模式，与木地板行业的传统营销模式相比，电子商务环境下的营销模式具有高效 率、低成本、方便、快捷、及时等优点。德高公司以木地板营销为主导业务，在公司成立初期，运用传统的营销模式，取得 了较好的业绩和发展，但近期由于木地板行业电子商务化的发展，公司面临着营销战略 的调整与营销模式的选择。本文首先对德高公司基本情况及木地板行业营销现状进行了 分析，指出电子商务使木地板企业、消费者以及市场都发生了变化，是木地板行业发展 的机遇，为德高公司营销模式的设计奠定了基础。其次对德高公司营销现状及其营销模 式进行了分析，并找出其存在的问题。再次根据营销模式设计时需要注意的设计原则、 目标及影响营销模式设计的因素，在结合相关营销理论的基础上，对德高公司的营销模 式进行了设计，最后为德高公司营销模式的实施设计了实施策略和保证体系。新的营销 模式为解决了营销运作中的瓶颈问题，为德高公司的经营发展提供重要参考，也对木地 板行业的模式创新提供了必要的借鉴。关键词：电子商务，营销理论，营销模式山东科技大学工商管理硕士学位论文 摘要AbstractAs the network infrastructure construction and the improving of the electronic information technology, Internet and applications already penetrate each aspect which lived to the people, enrich peoples daily life. The development of electronic commerce application has changed the traditional marketing mode. Compared with the traditional marketing channels, the E-commerce marketing has many advantages, such as, high efficiency, low cost, convenient, quick and timely.The HISTEP Company takes wood floor as the leading service. In the first period of the companys running, it has used the traditional marketing mode l, which has made great achievement and development. It has faced with marketing channel adjustment and marketing mode choice recently, because the development of the electronic commerce in wood flooring industry. This paper first analyses the current situation of the wood flooring industry marketing and the situation of HISTEP Company, pointing out that the electronic business to make wooden floor enterprise, consumers and market have changed. It’s the development opportunity of wood flooring industry. This paper makes a foundation for the design of HISTEP company marketing mode. Secondly, this article analyses the present situation and the marketing model, pointing out the deficiency. Thirdly, before design the marking mode of HISTEP Company, must paid attention to design principles, objectives and influ