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MBA硕士毕业论文_字经济时代麦陇香智慧营销研究PDF

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内容简介
在高速发展的互联网社会,移动互联网、云计算、大数据、区块链、人工智能、 物联网等新兴科技在各项产业中得到广泛运用,一个崭新的产业时代拉开序幕,这 就是以互联网为基石的数字经济时代。 数字经济指的是通过将知识和信息数字化,快速实现资源的优化、调配和再生, 以达到经济高质量发展的经济形态。通过持续更新的网络基础设施和信息工具,以 及互联网、云计算、大数据、区块链等先进技术的应用,推动经济形态从工业经济 向智能经济转变,从而极大地降低交易成本、信任成本,提高资源配置效率,促进 社会生产力快速发展。 “麦陇香”创立于1892年,是安庆市一家制作糕点的百年老店,成立之初, 凭借其前店后坊的经营模式和苏、广风味的甜食糕点逐渐垄断了皖西南地区的甜食 糕点市场,但随着现代社会步入数字经济时代,麦陇香也曾因其固步自封深陷生存 危机,存亡时刻它依靠智慧营销拓展了销路,走出了困境,在数字经济时代逐渐发 展。本文以“麦陇香”品牌为研究对象展开论述,通过需求demand、动态dynamic、 传递deliver和数据data这四个方面客观分析麦陇香智慧营销现状和存在问题, 并进一步提出优化智慧营销的对策和建议,对企业运用智慧营销谋求自身发展具有 一定的现实意义。全文共分为五章:第一章绪论,阐明研究背景与意义,整理研究 现状及文献综述,厘清研究思路、方法、内容,提出创新点与不足之处;第二章相 关理论基础,简述营销基本理论及智慧营销理论的提出;第三章麦陇香公司智慧营 销现状及有效性分析;第四章麦陇香智慧营销存在问题分析;第五章麦陇香智慧营 销优化路径分析;第六章结论与展望,归纳总结本文的主要研究结论,根据现存的 问题提出合理的针对性意见并对未来进行展望。 本文一方面对“老字号”企业如何保存其代代相传的精神内核并运用新时代发 展方式生存发展提供了思路;但另一方面也存在不足之处,“老字号”企业的整体 发展趋势并不均衡,各企业整体素质之间存在较大差距,智慧营销恐难以全面适用 于所有“老字号”企业。 关键词:数字经济;“麦陇香”;智慧营销 ABSTRACT ABSTRACT IntherapidlydevelopingInternetsociety,emergingtechnologiessuchasmobile Internet,cloudcomputing,bigdata,blockchain,artificialintelligenceandtheInternetof Thingshavebeenwidelyusedinvariousindustries.Abrandnewindustrialerahasbegun, thatis,theeraofdigitaleconomybasedontheInternet. Digitaleconomyreferstoaneconomicforminwhichknowledgeandinformation aredigitizedtorapidlyoptimize,deployandregenerateresourcessoastoachieve high-qualityeconomicdevelopment.Throughcontinuousrenewalofnetwork infrastructureandinformationtool,andtheInternet,cloudcomputing,bigdata,chain blocks,etc.Theapplicationofadvancedtechnology,promoteeconomicformationfrom industrialeconomytointellectualeconomytransformation,thusgreatlyreduce transactioncosts,thecostoftrust,improvetheefficiencyofoptimalallocationof resources,promotetherapiddevelopmentofsocialproductivity. "MaiLongXiang"wasfoundedin1892,isaonehundred-year-oldpastry,Anqing cityitsinception,withitsfrontshopafterfang'sbusinessmodelandSue,flavorsofsweet pastriesmonopolizedthesweetpastriesinsouthwestAnhuimarketgradually,butwith modernsocietyintotheeraofdigitaleconomy,MaiLongXiangwasalsobecauseofits stuckinthepastinthesurvivalcrisis,Atthemomentofsurvival,itreliedonsmart marketingtoexpandsales,outofthedilemma,andgraduallydevelopedintheeraof digitaleconomy.Thispaperdiscussesthebrandof"MaiLongxiang"astheresearch object,elaboratesandanalyzestheeffectivenessofitssmartmarketingactivitiesfrom thefouraspectsofDemand,DynamicDynamic,DeliverandData,andthenanalyzesthe existingAndputforwardtheoptimizationpathtotheproblemsexistinginitsintelligent marketing.Ithascertainpracticalsignificanceforenterprisestouseintelligentmarketing development.Thispaperisdividedintofivechapters:Chapteroneistheintroduction, whichclarifiestheresearchbackgroundandsignificance,researchstatusandliterature reviewofthispaper,andclarifiestheresearchideasandmethodsofthispaperand ABSTRACT content,andputsforwardtheinnovationpointsandshortcomings;Thesecondchapteris relatedtothetheoreticalbasis,abriefintroductionofthebasicmarketingtheoryand intelligentmarketingtheory;Thethirdchapteranalyzesthecurrentsituationand effectivenessofsmartmarketingofMaiLongxiangCompany;Thefourthchapter analyzestheexistingproblemsofintelligentmarketingofMaiLongXiang;Thefifth chapterMaiLongXiangwisdommarketingoptimizationpath;Chaptersixisthe conclusionandprospect.Themainresearchconclusionsofthispaperaresummarized.In viewoftheexistingproblems,putforwardreasonablepolicysuggestionsandlooksinto thefuture. Ontheonehand,theconclusionofthispaperprovidesideasonhowtopreservethe spiritualcorehandeddownfromgenerationtogenerationandhowtosurviveand developwiththedevelopmentmodeofthenewera.Butontheotherhand,therearealso shortcomings,theoveralldevelopmenttrendof"time-honored"enterprisesisnot balanced,thereisabiggapbetweentheoverallqualityofenterprises,intelligent marketingisprobablydifficulttobefullyapplicabletoall"time-honored"enterprises. KEYWORDS:Digitaleconomy;"MaiLongXiang";Intelligentmarketing 目录 目录 第一章绪论....................................................................................................1 第一节研究背景与意义................................................................................................1 第二节文献综述............................................................................................................2 一、国外相关研究文献综述.........................................................................................2 二、国内相关研究文献综述.........................................................................................3 三、国内外研究文献评述.............................................................................................4 第三节研究内容与研究方法........................................................................................4 一、研究内容.................................................................................................................4 二、研究方法.................................................................................................................5 第四节创新点与不足......................................................................................................6 一、创新点.....................................................................................................................6 二、不足之处.................................................................................................................6 第二章相关理论基础....................................................................................8 第一节智慧营销与数字经济概念................................................................................8 一、智慧营销概念.........................................................................................................8 二、数字经济概念.........................................................................................................9 第二节智慧营销相关理论..........................................................................................10 一、消费者需求理论...................................................................................................10 二、动态沟通理论.......................................................................................................11 三、顾客价值传递理论...............................................................................................11 四、大数据理论...........................................................................................................11 第三章麦陇香智慧营销现状及有效性评价..............................................12 第一节麦陇香品牌概况及其经营现状......................................................................12 一、麦陇香品牌由来及历史沿革...............................................................................12 二、麦陇香品牌现状及产品概况...............................................................................12 第二节麦陇香智慧营销4D分析...............................................................................12 一、需求.......................................................................................................................14 二、动态.......................................................................................................................16 目录 三、传递.......................................................................................................................18 四、数据.......................................................................................................................20 第三节麦陇香智慧营销有效性评价..........................................................................21 一、麦陇香智慧营销的目标.......................................................................................21 二、麦陇香智慧营销有效性评价...............................................................................23 第四章麦陇香智慧营销存在的问题分析..................................................27 第一节消费者需求方面..............................................................................................27 一、需求分析团队专业性不足...................................................................................27 二、引导消费者需求方面能力不足...........................................................................28 三、产品创新能力有待提升.......................................................................................28 第二节动态沟通方面..................................................................................................28 一、动态沟通渠道不多...............................................................................................28 二、动态沟通信息宣传不足.......................................................................................29 三、线下体验活动开展较少.......................................................................................29 第三节顾客价值传递方面..........................................................................................30 一、顾客价值传递模式不新.......................................................................................30 二、实施顾客价值传递策略较少...............................................................................30 第四节大数据应用方面..............................................................................................30 一、数据采集手段单一...............................................................................................31 二、大数据多平台整合能力不足...............................................................................31 三、大数据分析人才短缺...........................................................................................31 四、个性化营销能力欠缺...........................................................................................31 第五章麦陇香智慧营销优化路径..............................................................33 第一节消费者需求优化路径......................................................................................33 一、聘请资深人员从事需求分析...............................................................................33 二、建立个性化的内容推进机制...............................................................................33 三、逐步增强产品创新能力.......................................................................................33 第二节动态沟通优化路径..........................................................................................33 一、切实拓宽动态沟通渠道.......................................................................................33 二、建立健全动态价格优化体系...............................................................................34 目录 三、同步线上与线下体验活动...................................................................................34 第三节顾客价值传递优化路径..................................................................................34 一、扩展价值传递模式...............................................................................................34 二、健全顾客价值传递策略的实施...........................................................................34 第四节大数据应用优化路径......................................................................................35 一、拓宽数据采集渠道...............................................................................................35 二、增强数据预处理能力...........................................................................................35 三、积极引进数据分析类人才...................................................................................36 四、使用在线问卷板块 ............................................................................................... 36 第六章结论与展望.............................................................................................37

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