大商集团全渠道业务营销策略研究工商管理专业论文.docxVIP

AbstractIt’s Abstract It’s a huge revolution from PC-based internet to mobile phone based internet· Since all me customs， competitors and partners have changed，the enterpn8e marketing also need reform．How to integrate e—business with traditional business model?How to make business with Omni-Charmel and optimize allocation of resources?These questions need to be resolved by enterprise managerst 201 5 is a great year for Dashang Tiangou net，Dashang department store， suDemarI∞t， and Dashang Tiangou net constitute Omni-Channel retailing· O眦i．Ch锄el retailing could integrate resources as more as possible，reduce the 10ss resuited缸om inner channel manage．When the traditional channel and e-business ch锄e1 separated from each other，the conflicts between different cllalmds are inevitable．The realization of whole channel marketing lS based on the refonn of irnler commercial model and the division of brand and terminal management．Through redefine the Ornni—Channel of Dashang group aud咖dy t始 mal妇衄g strategy of Omni-Channel．We find the innovative marketing model ba8ed on over 200 stores could increase the sales by individualization service and big data of e．business．However， since this new sales model is still in the initial phase and have the chauracters of taking account of small portion and uncertainty， it wi儿 swallow t11e tradnional advantage and profits of Dashang Crroup， which face the fierce conapetiffon of other e．business enterprise．We need to find the demand of target customers and try to change the consumers consumption hablts· we 翻】mmarize也e successful experiences and deficiency of Dashang Omni_Channel retailin2， In order to obtain a method for guiding the practical operatlon Studv on Dashang Tiangou net furthermore help other retail sales enterprl8es leamed from what Dashang have done and make progress． Key words：Dashang Group；Omni-Channel retailing；marketing s仃ategy 1I 万方数据 目录第一章绪论 目录 第一章绪论 ．．1 第一节研究背景及意义 1 第二节内容框架 2 第三节研究思路和方法 3 第四节创新与不足 4 第二章大商集团全渠道业务营销环境 6 第一节大商