11电商之间线上线下的营销模式

电商之间线上线下的营销模式

摘要

随着全球经济一体化以及科学技术的进步,线上线下的商业模式营销模式的理论体系也在被越来越多的电商企业所采纳。“整合营销之父”唐_E?舒尔茨认为整合营销传播的中心思想是把与企业进行市场营销有关的一切传播活动一元化。在互联网快速发展的推动下,营销传播的方式和手段也在不断地创新,尤其是线上线下的商业模式营销方式正被一些企业所釆纳。以我国的手机行业市场为例，手机市场的竞争已经趋于白炙化,而高速发展的互联网以及电子商务也给传统手机营销传播带来了不小的冲击。线上线下的商业模式是近年来新兴的电子商务商业模式，该商业模式出现后，发展十分迅速，得到了众多风险投资资金的支持，并引起了业内外的广泛关注。本文针对线上线下的商业模式的特点和发展前景进行了分析，首先介绍了线上线下的商业模式的概念和类型，以及发展较好的线上线下的商业模式电商，然后对线上线下的商业模式在我国的发展现状进行了分析，接下来从消费者、商家和线上线下的商业模式平台的角度分别分析了线上线下的商业模式的优势和劣势，并指出了制约线上线下的商业模式发展的瓶颈，最后从五个方面分析了线上线下的商业模式未来的发展前景。

关键词:经营策略线上线下营销商业模式

Abstract

As the global economic integration and the progress of science and technology, the business model of online marketing model of theoretical system in also be adopted by more and more electricity enterprises. \"The father of integrated marketing\" don _E? Schultz think the central idea of integrated marketing communications is spread all related to the enterprise marketing activities unified. Under the impetus of the rapid development of Internet, the ways and means of marketing communications is in constant innovation, especially in the business model of online marketing is the calculation by some companies. In mobile phone industry market in China, for example, the mobile phone market competition has become flashlight, and rapid development of Internet and electronic commerce also brought no small impact to traditional mobile marketing communication. The business model of online business model is emerging e-commerce business model in recent years, the business model, development is very quick, get the support of many risk investment fund, and cause the extensive concern of the inside and outside. In this paper, according to the characteristics of the business model of online business model and development prospects are analyzed, and the first introduces the concept of the business model of online mode and type, and the development of better online business model electricity, then the business model of the online mode in our country, analyzes the current situation of the development of the next from consumers, merchants and the business model of online platform respectively analyzed the advantages and disadvantages of online business model model, and points out the bottleneck restricting the development of online business model, finally analyzed from five aspects of online business model for the future development prospect.

Keywords: O2Obusiness model group－buying commerce

目录

摘要 (1)

目录 (2)

1绪论 (1)

1.1选题的背景和意义 (1)

1.2研究的内容 (2)

1.3研究的方法 (2)

2线上线下商业模式的理论基础 (2)

2.1线上线下的商业模式介绍 (2)

2.2.线上的概念 (3)

3国内外研究综述 (3)

4各大电商营销战略的实例分析 (4)

4.1京东大打“物流牌” (4)

4.2京东延长促销时间 (4)

4.3根据消费者的购物身份的标签锁定相应品类 (5)

4.4苏宁：力推O2O购物节 (5)

4.5利用多媒体进行活动宣传 (5)

本章小结 (6)

5线上线下的商业模式发展遇到的问题 (6)

5.1盈利模式问题 (6)

5.2企业的经营管理 (7)

6线上线下商业模式的优劣势及分析 (7)

6.1从消费者的角度对线上线下模式分析 (7)

6.2从商家的角度对线上线下模式分析 (7)

6.3从平台的角度对线上线下的商业模式分析 (8)

7线上线下的商业模式的创新发展对策 (8)

7.1解决资金问题 (8)

7.2建立诚信体系 (9)

7.3进一步细分市场 (9)

7.4更多传统行业的参与 (9)

7.5抓住移动商务的发展机遇 (10)

总结 (10)

参考文献: (11)