中文题名: | 东方甄选自营品营销策略研究 |
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保密级别: | 公开 |
论文语种: | chi |
学科代码: | 125100 |
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学生类型: | 硕士 |
学位: | 工商管理硕士 |
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学位年度: | 2023 |
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研究方向: | 应用研究 |
第一导师姓名: | |
第一导师单位: | |
提交日期: | 2023-06-08 |
答辩日期: | 2023-05-24 |
外文题名: | Research on the marketing strategy of EastBuy's proprietary products |
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外文关键词: | |
中文摘要: |
东方甄选是新东方在“双减”政策后寻求转型而推出的农产品直播带货平台。2021年12月28日开播以来,抖音号粉丝量已有2948万,以农产品双语知识直播带货的差异化模式成为抖音平台的头部带货账号,2023年上半年的财报数据显示,东方甄选带货商品交易额超过48亿元,订单总量达7020万单,其中自营品累计超过70余种,在售产品保持60种以上,收入突破10亿元,自营品收入占比21%。 虽然东方甄选自营品取得了不错的销售业绩,但在食品领域里需要面对众多传统食品行业的竞争对手,同时面临着网红品牌、同类教育机构模仿东方甄选的业务模式而开展的自营品业务;另一方面,东方甄选定位“鲜美生活、琳琅满目”的平台,为精致妈妈、城市青年、资深中产等中高端客户群体提供“安全、健康、美味、品质、品位”的高品质高性价比的上千种自营品。基于此,有必要分析东方甄选自营品在产品、价格、渠道、促销、服务等方面的现状,研究制定并实施东方甄选自营品营销策略,对东方甄选自营品继续开拓市场,提升企业核心竞争力具有重要意义。 本文按照分析问题、解决问题的框架结构,运用4Ps营销理论分析了东方甄选自营品的现状和存在的问题。依据东方甄选自营品现阶段已有的产品类别,分析自营品类里的速冻调理食品存在产品竞争力不强,价格缺少竞争优势、销售和宣传渠道单一、促销活动少等现状。本文针对这些问题,基于东方甄选现有的市场定位,提出该品牌的自营品营销策略:第一,产品策略,从提升产品质量、丰富产品类型、采用差异化包装来提高产品竞争力;第二,价格策略,采用产品差别定价、折扣定价等多种价格策略进行差异化定价;第三,渠道策略,加强线上和线下不同销售渠道的拓展;第四,促销策略,从多直播平台宣传、主播宣传途径、广告策略等多角度来优化促销策略;第五,服务策略,做好售前服务、建立完善的售后服务。最后为了更好了实施营销策略,从确保产品品质、供应商合作关系、专业人才引入等方面来确保东方甄选自营品营销策略地实施。 |
外文摘要: |
EastBuyHoldingLimited is a platform for live broadcast and delivery of agricultural products launched by New Oriental after seeking transformation after the "double reduction" policy.The abbreviation for EastBuyHoldingLimited is EastBuy.Since its launch on December 28,2021,Tiktok has had 29.48 million fans,and the differentiated mode of carrying goods live with bilingual knowledge of agricultural products has become the head account of Tiktok platform.The financial report data of the first half of 2023 shows that the transaction volume of goods carried by EastBuy has exceeded 4.8 billion yuan,and the total number of orders has reached 70.2 million,there are more than 70 self operated products in total,with over 60 products on sale remaining.The revenue has exceeded 1 billion yuan,and the revenue from self operated products accounts for 21%. Although EastBuy's self operated products have achieved good sales performance,they need to face numerous competitors in the traditional food industry in the food industry. While also facing online celebrity brands and similar educational institutions imitating EastBuy's business model to carry out self operated products business;On the other hand,EastBuy is positioned as a platform with a "delicious life and a dazzling array",providing high-quality and cost-effective self operated products that are "safe,healthy,delicious,high-quality,and tasteful" for high-end customer groups such as exquisite mothers,urban youth, and senior middle class.Based on this,it is necessary to analyze the current situation of EastBuy's self operated products in terms of products, prices,channels,promotions,services,and to study and implement marketing strategies for EastBuy's self operated products.This is of great significance for EastBuy's self operated products to continue expanding the market and enhancing the core competitiveness of the enterprise. According to the framework of analyzing and solving problems,this paper uses 4Ps marketing theory to analyze the current situation and existing problems of the selection of self-operated products by EastBuy.According to the existing product categories of the self-operated products selected by EastBuy,it is analyzed that the quick-frozen processed foods in the self-operated products are not competitive,the price is lack of competitive advantage,the sales and publicity channels are single,and the promotion activities are few.In view of these problems, based on the existing market positioning of EastBuy,this paper puts forward the marketing strategy of the brand's proprietary products:first,the product strategy,from improving product quality,enriching product types,using differentiated packaging to improve product competitiveness;Second,price strategy,which adopts multiple price strategies such as product differential pricing and discount pricing for differential pricing;Third,channel strategy,strengthen the expansion of different online and offline sales channels;Fourth,the promotion strategy is to optimize the promotion strategy from multiple perspectives,such as multiple live broadcast platform publicity,anchor publicity channels,advertising strategies;Fifth,the service strategy is to do a good job of pre-sale service and establish a perfect after-sales service.Finally,in order to better implement the marketing strategy,we should ensure the implementation of the marketing strategy of the self-operated products selected by EastBuy from the aspects of ensuring product quality,supplier cooperation,and introduction of professional talents. |
参考文献总数: | 39 |
馆藏号: | 硕125100/23204 |
开放日期: | 2024-06-09 |