山西立恒钢铁集团股份有限公司电商营销模式分析

毕业论文

山西立恒钢铁集团股份有限公司电子商务网络营销模式分析

专业名称：市场营销

班级： 111601

学生姓名：***

学号： ************

指导教师：***

二零一五年六月

摘要

21世纪是以网络为核心的信息时代。网络化、信息化和数字化正在从整体上引导人类社会和世界经济发展的进程。以网络技术为重要内容的信息技术已经成为经济发展的关键因素和倍增器。在大数据的市场背景下，全球电子商务得到了突飞猛进的发展,市场信息和商务信息的处理和传递突破了时间和地域的局限,市场的各种要素高效、及时融合,提高了整个市场的经济运行效率,网络正在逐渐成为一个真正的全球性的“新兴市场”。网络营销作为电子商务重要的组成部分和直接的推动力量,给企业带来了历史性的发展机遇,同时也给企业带来了严峻的数字化生存危机。

本文选择以山西立恒钢铁集团股份有限公司为主要研究对象，针对该企业电商平台的使用进行详细的分析，综合利弊，分析电商在钢铁企业的产品营销过程中所起到的作用以及未来企业营销发展的方向，并通过对企业的STP分析和市场环境的SWOT分析，研究企业现在所面临的困惑以及存在的优势，分析钢铁企业在市场上的发展趋势，在学习和研究的同时也提出自己的合理化建议。

关键词：电子商务；营销模式；传统营销；市场营销；网络营销

Abstract

The 21st century is the network as the core of the information age. Networking, informatization and digitalization is on the whole guide the process of human society and the world economic development. With network technology as the important content of information technology has become the key factor for economic development and the multiplier. Under the background of the big data market, the development of global e-commerce obtained by leaps and bounds, market information and business information processing and transmission broke through the time and geographical limitations, the various elements of market efficiency, in a timely manner, improve the efficiency of the market economic operation, the network is gradually becoming a truly global "emerging markets". Network marketing as an important part of electronic commerce and the direct driving force, to the enterprise brought a historic opportunity for development, but also bring the serious digital survival crisis.

This article choose in shanxi of constant iron and steel group co., LTD., as the main research object, in view of the enterprise electric business platform of the use of a detailed analysis to the comprehensive advantages and disadvantages, analysis of the electricity in iron and steel enterprises play a role in the process of product marketing and the future development of corporate marketing direction, and through the STP analysis of the enterprise and the SWOT analysis of market environment, the enterprise is now facing the confusion and existing advantages, analyze the development trend of iron and steel enterprises in the market, at the same time of study and research are also put forward rationalization proposals of their own.

Keywords：electronic commerce; marketing mode; the traditional marketing; marketing; the network marketing

目录

1 绪论 (01)

1.1 选择研究对象的原因 (01)

1.2研究的目的及意义 (02)

2 企业简介 (02)

2.1 企业文化 (02)

2.2 经营方针 (04)

2.3 企业愿景 (04)

2.4 企业核心价值观 (04)

3 电商模式下的营销操作平台 (04)

3.1 主要功能流程介绍 (04)

3.2 平台资源的更新、查询、选购操作流程 (05)

3.3 电商平台后结算维护 (08)

3.4 立恒电商平台中存在的问题 (08)

3.5解决电商中所存在问题的措施 (09)

4 立恒电商平台营销策划 (09)

4.1 4P组合 (09)

4.2立恒钢铁现行营销模式下的竞争者分析 (11)

5 立恒钢铁电商营销策划分析 (13)

5.1如何让寻找目标市场 (13)

5.2定位目标市场和选择目标市场 (13)

5.3企业现行营销模式分析—B2B营销模式 (14)

5.4企业现行营销模式分析—O2O营销模式 (15)

5.5企业在现行营销模式下存在的问题 (16)

5.6解决企业现存问的的措施和改进意见 (16)

结论 (18)

致谢 (19)

参考文献 (20)