JIT營銷模式運(yùn)營及其研究

8/8電動(dòng)化趨勢(shì)論文：JIT營銷模式運(yùn)營與研究【中文摘要】當(dāng)前企業(yè)所面臨的兩大普遍性難題一是成長疲軟,二是發(fā)展失衡。而這兩大問題歸根結(jié)底都和企業(yè)的營銷模式緊密相關(guān)。本論文從現(xiàn)代企業(yè)普遍面臨的成長疲軟和發(fā)展失衡兩大癥狀入手,以嘉爵公司為樣板,從其歷史背景和商業(yè)定位出發(fā),分析了營銷模式對(duì)現(xiàn)代企業(yè)的重要性以及現(xiàn)代電子商務(wù)對(duì)現(xiàn)代企業(yè)營銷模式的影響,在充分調(diào)研了國內(nèi)外電動(dòng)自行車行業(yè)的背景與現(xiàn)狀后,首先運(yùn)用戰(zhàn)略管理的宏觀環(huán)境分析(PEST分析)和SWOT分析法,依據(jù)市場(chǎng)調(diào)查報(bào)告結(jié)合企業(yè)的現(xiàn)有資源制定了以Justforyou/Internetmarketing/servicesinTime為核心理念的JIT(杰出/可愛/特別)《輕型電動(dòng)自行車2009—2010年度品牌戰(zhàn)略規(guī)劃》。并詳細(xì)制定了：JIT項(xiàng)目背景、JIT品牌戰(zhàn)略規(guī)劃意義、JIT品牌CIS戰(zhàn)略規(guī)劃、JIT品牌戰(zhàn)略規(guī)劃實(shí)施細(xì)則、JIT“五位一體”特性營銷模式、JIT項(xiàng)目推進(jìn)計(jì)劃表在內(nèi)的商業(yè)計(jì)劃書。并以此為基礎(chǔ)制定了適應(yīng)企業(yè)發(fā)展戰(zhàn)略的一體化成長戰(zhàn)略、重點(diǎn)市場(chǎng)差異化競(jìng)爭戰(zhàn)略和各職能策略。在成功實(shí)現(xiàn)了集約化產(chǎn)品開發(fā)及OEM制造之后,運(yùn)用電子商務(wù)和營銷管理的有關(guān)方法,成功地策劃和實(shí)施了以《JIT營銷手冊(cè)》為章程的市場(chǎng)推廣活動(dòng)。并建立了以網(wǎng)絡(luò)營銷為中心,以直營店、專賣店、售后體驗(yàn)維修站、社區(qū)租賃站互為依托的五位一體的立體式營銷網(wǎng)絡(luò)。充分實(shí)現(xiàn)了以線上、線下相結(jié)合,網(wǎng)絡(luò)營銷為特征的JIT營銷模式。同時(shí)導(dǎo)入了現(xiàn)代物流配送,將現(xiàn)代電子商務(wù)模式與傳統(tǒng)批零業(yè)務(wù)進(jìn)行了創(chuàng)新性融合,基本實(shí)現(xiàn)了以質(zhì)量第一、誠信至上、定位準(zhǔn)確、個(gè)性鮮明、巧妙傳播為五大特征的JIT品牌營銷。本論文通過對(duì)該公司JIT營銷模式的運(yùn)營描述與研究,最終獲得了以《JIT營銷手冊(cè)》和《JIT網(wǎng)絡(luò)營銷體系》為代表的理論模型,并通過其在中國長三角區(qū)域市場(chǎng)的實(shí)踐,證明該商業(yè)模式具有較強(qiáng)的先進(jìn)性和可行性,為我國電動(dòng)自行車營銷模式的運(yùn)營和研究,乃至現(xiàn)代企業(yè)品牌營銷的創(chuàng)新和發(fā)展都提供了有益的借鑒!【英文摘要】Unbalanceddevelopmentandweakgrowth,whicharetwouniversaldifficultiesthatmostofdomesticcompaniesarefacing,ultimatelythesetwosymptomsrelatetomarketingandsalesmodelclosely.Startedfromabovetwotypicalsymptomsofunbalanceddevelopmentandweakgrowthliesinmostofdomesticcompanies,thisthesisanalyzesimportanceofmarketingandsalesmodeltomodernenterpriseande-businessinfluencetosalesmodelfromJiajuebackgroundandtargets.Afterfullyinvestigationandresearchininternationalanddomesticmotor-bicycleindustrybackgroundandcurrentstatus,Jiajue(BelowJiajuewillbeabbreviatedas“JJ”)appliedPEST,SWOTanalysismethodstodoplentyofinvestigationandresearchthenaccomplishtheprofessionalmarketresearchreport,basedonthisreportandJJcurrentresource,JJmakeoutJIT(’J’meansoutstanding,’T’meanslovelyand’T’meansspecial)lightmotorbicyclebrandsstrategyin2009and2010withcoreidealof’Justforyou,InternetmarketingandservicesinTime’.AtthesametimeJJconstructedthedetailbusinessplanwiththecontentofJITbackground,JITbrandsstrategysignificance.JITandCISplan,JITbrandsstrategyexecutionpoliciessuchasJITmarketcompetitionandbrandsanalysis,JITbrandsdefinitionandimplement,JITbandspropagandasteps,andJIT’fivepointsintegration’marketingandsalesmodel.AndbasedonJITbrandsstrategy,JJmadeoutthefollowingcompanystrategiesincludingcomprehensivedevelopmentstrategy,competitionstrategyofdifferentiatingmarketsimportanceandotherfunctionalstrategies.AfterachievedintensiveproductsdevelopmentandOEM,JJappliede-businessandothermarketingandsalesmanagingmethodstoplanandimplementmarketpromotionalactivitiesunderguidanceofJITmarketingandsalesbookletandconstructastereoscopicmarketingandsalesnetworkwithe-businessascentreandwithdirect-salesshopsandbrands-agent-salesshopsasbase,withfast-push-salesinthesupermarketsandwithafter-sales-stationsasareliableservicesystem,whichiscalled’fivepointsintegration’Andthis’fivepointsintegration’realizein-salesandafter-salescombinationwithtypicaldifferentstagesJITsalesmodel,andusescientificlogisticsmanagementtoputmoderne-businessmodelandtraditionalretailandwholesaletogetherinnovatively.achievethefirstsuccessinmodernbrandssaleswithcharacteristicsofqualityfirst,creditmost,personalization,firmtargetandfullpropaganda.Thisthesisachievethebasictheoryrepresentedbythetypicaldocumentsas’JITmarketingandsalesbooklet’and’JITe-businesssystem’throughdescriptthenstudyJITmodel,anduseJITpracticalsuccessinEastChinamarketstoprovedthatJITmodelisadvancedandfeasibleandcouldbeabenefitreferencetotheresearchanddevelopmentofChinamotor-bicycleevenforthemodernbrandsmarketingandsalesmodel.【關(guān)鍵詞】電動(dòng)化趨勢(shì)電動(dòng)自行車營銷模式品牌營銷【英文關(guān)鍵詞】MotorizedTendencyMotor-BicycleMarketingandSalesModelBrandsMarketingandSales【目錄】JIT營銷模式運(yùn)營與研究

摘要

6-7

Abstract

7-8

第1章緒論

11-14

1.1選題背景與研究意義

11-12

1.2研究方法與步驟

12-14

第2章電子商務(wù)對(duì)營銷模式的影響

14-20

2.1傳統(tǒng)營銷模式解析

14-15

2.2現(xiàn)代電子商務(wù)對(duì)傳統(tǒng)營銷模式的沖擊與影響

15-17

2.3基于互聯(lián)網(wǎng)環(huán)境下的品牌營銷

17-20

第3章電動(dòng)自行車行業(yè)的現(xiàn)狀與分析

20-32

3.1新能源帶來的新型交通工具

20-21

3.2國內(nèi)外電動(dòng)自行車行業(yè)的現(xiàn)狀

21-27

3.2.1電動(dòng)自行車主要銷售地區(qū)

22-23

3.2.2電動(dòng)自行車在國內(nèi)的使用狀況

23-27

3.3我國電動(dòng)自行車行業(yè)的宏觀環(huán)境分析

27-32

3.3.1政治與法律環(huán)境

27-28

3.3.2經(jīng)濟(jì)環(huán)境

28-29

3.3.3社會(huì)和物質(zhì)環(huán)境

29-30

3.3.4技術(shù)環(huán)境

30-32

第4章JIT產(chǎn)品的定位與分析

32-54

4.1JIT的開發(fā)背景與產(chǎn)品策劃

32-38

4.2JIT產(chǎn)品的品牌定位

38-52

4.2.1潛在客戶群分析

38-42

4.2.2確立目標(biāo)客戶群

42-43

4.2.3目標(biāo)客戶人群特征

43-47

4.2.4關(guān)聯(lián)品類分析,明晰比附品類

47-48

4.2.5確立競(jìng)爭對(duì)手

48-49

4.2.6尋找獨(dú)一無二的品牌聯(lián)想

49-50

4.2.7JIT品牌定位歷程

50

4.2.8JIT品牌定位

50-51

4.2.