市场营销-关于大润发飞牛网的线上营销研究.docxVIP

关于大润发飞牛网的线上营销研究 摘要 新零售时代的到来，极大地改变了传统零售企业的经营环境，为企业在新平台下实现创新和提升竞争力提供了前所未有的机遇。目前，中国零售企业的整体竞争力相对较低，行业集中度不高，再加上竞争对手的压力较大，整个行业的经营状况不容乐观。迎接来自国外的竞争。对手的整体挑战是一个非常现实的研究课题。大润发成立于1996年。它是台湾一家大型连锁店。中国改革开放的步伐一直在加快，其范围继续渗透到内陆地区。大润发拥有成熟的运作机制，在互联网发展的大背景下大润发也积极拓展着电子商务业务，2014 年，大润发推出电商平台飞牛网。本文运用了文献阅读法、案例分析法、问卷调查法等方法，先对有关概念以及运用理论进行叙述；其次，分析了新零售时代案例型企业大润发和大转发“飞牛”的发展现状和存在的问题，提出有针对性的策略和建议，进而得出中国传统零售业的结论。 在新的零售时代正在扩张。 电子商务业务流程中的战略建议并提出进一步的变化。 关键词：新零售时代 传统零售业 电子商务模式 大润发 Abstract The arrival of the new retail era has greatly changed the operating environment of traditional retail enterprises, and provided unprecedented opportunities for enterprises to achieve innovation and competitiveness enhancement under the new platform. At present, the overall competitiveness of Chinas retail enterprises is relatively low, the industry concentration is not high, coupled with the pressure of strong competitors, the operating conditions of the entire industry are not optimistic. Therefore, for Chinas retail enterprises, how to take advantage of the opportunity of joining the WTO and the opportunities offered by e-commerce and information technology, formulate appropriate strategies and strategies, and quickly enhance the core competitiveness of enterprises through appropriate channels and methods to meet competition from foreign countries. The overall challenge of the opponent is a very realistic research topic. RT-Mart was established in 1996. It is a large-scale chain-selling store in Taiwan. The pace of Chinas reform and opening up has been accelerating, and its scope has continued to penetrate the inland areas. RT-Mart has a mature operating mechanism. In the context of the development of the Internet, RT-Mart has also actively expanded its e-commerce business. In 2014, RT-Mart launched the e-commerce platform Feiniu. This paper uses literature reading method, case analysis method, questionnaire survey method and other methods to describe the concept and application theory first. Secondly, it focuses