盐津铺子公司的线上线下营销策略研究.docxVIP

PAGE 17 盐津铺子公司的线上线下营销策略研究 内 容 摘 要 2018年休闲食品市场规模突破万亿，呈现出休闲食品市场巨大的发展空间，同时伴随互联网迅速发展与国家政策支持，电子商务快速发展，我国网民规模与网络购物规模持续扩大，而且许多传统企业也踏入了线上营销渠道，通过线上线下互相带动，两者形成互补，可见线上线下营销融合协同发展成为当下大多企业选择趋势，做好线上线下营销策略对于企业的持续健康发展相当重要。 本文选取盐津铺子为研究对象，深入分析线上线下营销策略，从其内外环境、竞争对手、行业环境进行分析其线上线下营销策略所存在的问题，并结合营销理论为盐津铺子公司提出营销策略，为其参考。同时为我国休闲食品行业借鉴，充实对休闲食品行业的营销策略研究。 关键词：休闲食品；线上线下；营销策略 Research on Online and Offline Marketing Strategies of YanJin Shop Abstract In 2018, the scale of leisure food market exceeded trillion yuan, showing a huge development space of leisure food market. At the same time, with the rapid development of Internet and national policy support, the rapid development of e-commerce, the scale of Internet users and online shopping continues to expand, and many traditional enterprises have stepped into the online marketing channels, through online and offline mutual promotion, the two form a complementary Nowadays, online and offline marketing integration and collaborative development has become a trend of choice for most enterprises. It is very important for the sustainable and healthy development of enterprises to make a good online and offline marketing strategy. This paper selected Yanjin shop as the research object, in-depth analysis of online and offline marketing strategy, from its internal and external environment, competitors, industry environment to analyze the problems of its online and offline marketing strategy, and combined with the marketing theory for Yanjin shop company to put forward marketing strategy for its reference. At the same time for our country leisure food industry reference, enrich the leisure food industry marketing strategy research. Key words: Snack food; online to offline; marketing planning 目 录 TOC \o 1-3 \h \z \u 内容摘要 I Abstract II 一、 绪论 1 （一） 研究背景和意义 1 1. 研究背景 1 2. 研究意义 1 （二） 研究内容和研究方法 1 1. 研究内容 1 2. 研究方法 2 二、相关营销理论与国内外文献综述 2 （一） 相关营销理论 2 1. 网络营销理论 2 2. 整合营销理论 2 3. 营销策略组合理论 2 （二） 国内外文献综述 3 1. 国外文献综述