Abstract
With the increasing number of Internet users in China, more and more residents live online shopping, the scale of network transactions in recent years continued to grow. The rapid development of online retailing will change the traditional retail model. China's household electrical appliances in 2015 sales, home appliances online shopping transactions accounted for the proportion of the overall turnover of home appliances to 13% level. It is because of the fast sales and freedom of network and many other benefits, making online shopping gradually into the public life. Online shopping has changed the market economy sales model and consumer shopping habits, with the improvement of people's quality of life and the fierce competition in the network sales, the future impact of consumer online shopping factors will be quality, experience, services and other projects. 4v marketing theory is to meet the needs of contemporary products or services marketing, 4V marketing theory is designed to establish their own unique image in the trade circle, in order to distinguish between the implementation of the competition and the implementation of the four-dimensional marketing strategy, Differentiated sales, and then meet the needs of consumers personalized and diversified, specifically including the difference, functional, added value and resonance of the four major aspects of marketing. Suning Tesco Co., Ltd. is Suning Yun Shang Group Co., Ltd.'s new generation of B2C online shopping platform. Its marketing scope includes the traditional home appliances, 3C electrical appliances, household appliances and other types. At present, Suning Tesco's marketing strategy has a variety of marketing channels coexist (physical store and online store coexistence), value-added sales (service marketing and advertising marketing) and M & A acquisition of three ways, which has a sound service system and supply Chain, strong human resources and financing capabilities, as well as excellent brand positioning. However, there are many problems in the marketing strategy of Suning Tesco Co., Ltd., such as the instability of the network system (the frequent failure of the website system, the poor product experience caused by the virtual product, the less updated forum information, the low efficiency of online customer service) Poor functionality (site design is simple, the customer experience is not strong; lack of management of the site, the content is poor) market segment is not clear, customer satisfaction is low. In view of the problems existing in Suning Tesco's network system and customer satisfaction, this paper puts forward the following
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suggestions: building personalized website, improving product differentiation, improving network system construction, improving functional level, improving supporting service, Improve product added value (fast and secure means of payment, improve the logistics services), enhance customer satisfaction, enhance resonance. At the same time, the implementation of the marketing strategy reform of Suning Tesco Co., Ltd. needs a series of supporting policies, including strengthening the organization and organization of the enterprise (strengthening the leadership level, promoting the participation of the staff and promoting the cooperation between all employees Cooperation), strengthen the system to protect the construction (to build a sound marketing organization, to build a conducive to the development of enterprise marketing long-term mechanism to build marketing incentives and restraint mechanisms), to strengthen resource security (human resources protection, material security, financial security).
Key words:differentiation functionalization of added value resonance Suning Tesco Limited
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目录
第1章引言.................................................................................................................... 1 1.1 研究背景与研究意义......................................................................................... 1 1.1.1 研究背景...................................................................................................... 1 1.1.2 研究意义...................................................................................................... 1 1.2 研究思路与研究框架......................................................................................... 2 1.2.1 研究思路...................................................................................................... 2 1.1.2 研究框架...................................................................................................... 3 1.3 国内外文献综述................................................................................................. 3 1.3.1 国外文献综述.............................................................................................. 3 1.3.2 国内文献综述.............................................................................................. 4 1.4 研究方法............................................................................................................. 5 1.4.1 文献分析法.................................................................................................. 5 1.4.2 理论与实践结合法...................................................................................... 5 1.4.3 归纳演绎法.................................................................................................. 5 第2章 4v营销理论概述........................................................................................... 6 2.1 营销理论的形成与发展..................................................................................... 6 2.1.1 4P营销理论 ................................................................................................. 6 2.1.2 4C营销理论 ................................................................................................. 7 2.1.3 4R营销理论 ................................................................................................. 7 2.1.4 4V营销理论 ................................................................................................. 8 2.2 4v营销理论的概念............................................................................................. 8 2.3 4v营销理论的分析............................................................................................. 9 2.3.1 基于差异化的营销分析.............................................................................. 9 2.3.2 基于功能化的营销分析.............................................................................. 9 2.3.3 基于附加价值的营销分析........................................................................ 10 2.3.4 基于共鸣的营销分析................................................................................ 11 第3章苏宁易购有限公司营销策略及现状.............................................................. 12 3.1 苏宁易购有限公司的营销策略....................................................................... 12 3.1.1 多种营销渠道并存.................................................................................... 12 3.1.2 附加价值的销售手段................................................................................ 13 3.1.3 并购与收购................................................................................................ 14
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3.2 苏宁易购有限公司的营销现状....................................................................... 14 3.2.1 完备的服务体系和供应链........................................................................ 14 3.2.2 强大的人力资源........................................................................................ 15 3.2.3 优秀的品牌定位........................................................................................ 15 第4章苏宁易购有限公司营销策略中存在的问题.................................................. 17 4.1 网络系统不完善............................................................................................... 17 4.1.1 网站系统频发故障.................................................................................... 17 4.1.2 产品虚拟性致使消费体验较差................................................................ 17 4.1.3 论坛信息更新较少.................................................................................... 17 4.1.4 在线客服效率较低.................................................................................... 17 4.2 网站设计功能性差........................................................................................... 18 4.2.1 网站设计简单，客户体验感不强............................................................ 18 4.2.2 网站缺少管理、内容贫乏........................................................................ 18 4.3 细分市场不明确............................................................................................... 18 4.4 客户满意度较低............................................................................................... 19 第5章基于4v营销理论的苏宁易购有限公司的营销策略.................................... 20 5.1 构建个性化网站，提升产品差异化程度....................................................... 20 5.2 完善网络系统建设，提升功能化程度........................................................... 20 5.3 完善配套服务，提升产品附加价值............................................................... 20 5.3.1 快捷安全的支付手段................................................................................ 20 5.3.2 完善的物流服务........................................................................................ 21 5.4 提升客户满意度，增强共鸣........................................................................... 21 第6章苏宁易购有限公司营销策略实施的政策建议.............................................. 22 6.1 企业组织保障建设........................................................................................... 22 6.1.1 加强领导层面的重视................................................................................ 22 6.1.2 促进员工的参与度.................................................................................... 22 6.1.3 促进全体员工之间的通力协作................................................................ 23 6.2 制度保障建设................................................................................................... 24 6.2.1 构建完善营销组织机构............................................................................ 24 6.2.2 构建有利于企业发展的营销长效机制.................................................... 24 6.2.3.构建营销激励与约束机制......................................................................... 25 6.3 资源保障........................................................................................................... 26 6.3.1 人力资源保障............................................................................................ 26 6.3.2 物质保障和资金保障................................................................................ 26
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