發(fā)布時(shí)間：2018-01-17 14:42

  本文關(guān)鍵詞：移動(dòng)互聯(lián)網(wǎng)時(shí)代的企業(yè)跨渠道整合營銷的研究　出處：《北京交通大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 移動(dòng)互聯(lián)網(wǎng) 跨渠道 整合營銷 客戶體驗(yàn)

【摘要】：如今我們身處移動(dòng)互聯(lián)網(wǎng)蓬勃發(fā)展的時(shí)代,移動(dòng)互聯(lián)網(wǎng)技術(shù)的興起帶給客戶的移動(dòng)化、便捷的購物方式,而隨之而來,帶給企業(yè)的是全時(shí)段、全渠道、個(gè)性化、碎片化的客戶行為變化和海量數(shù)據(jù)化的挑戰(zhàn)。智能手機(jī)的普及使得移動(dòng)互聯(lián)網(wǎng)的影響力遠(yuǎn)大于,也快于傳統(tǒng)互聯(lián)網(wǎng),面對日益嚴(yán)重的市場挑戰(zhàn),企業(yè)跨渠道整合營銷的步伐不得不加快。 此前大量的文獻(xiàn)談到多渠道或跨渠道時(shí),更多探討的是前端“獲客”的過程,如何建立品牌一致性,整合營銷傳播等,談到移動(dòng)互聯(lián)網(wǎng)時(shí)更多談?wù)摰亩际侨绾瓮ㄟ^移動(dòng)終端制勝,很少從企業(yè)后端整合角度分析如何提升客戶一致性體驗(yàn),不斷提升客戶感知價(jià)值,最終實(shí)現(xiàn)企業(yè)價(jià)值。本文是一次新的探索,主要進(jìn)行了一下研究工作： (1)綜述移動(dòng)互聯(lián)網(wǎng)、跨渠道、渠道整合、跨渠道整合營銷基礎(chǔ)理論及國內(nèi)外研究和應(yīng)用現(xiàn)狀。(2)基于客戶價(jià)值鏈理論對企業(yè)跨渠道整合營銷的購買、執(zhí)行和支持服務(wù)的感知價(jià)值形成過程進(jìn)行分析,形成企業(yè)跨渠道整合營銷客戶價(jià)值鏈。由于企業(yè)是客戶消費(fèi)過程中歷經(jīng)的價(jià)值增值環(huán)節(jié)的服務(wù)提供者,因此對應(yīng)于上述客戶價(jià)值鏈分析結(jié)果,形成對應(yīng)于客戶消費(fèi)行為的企業(yè)跨渠道整合營銷過程,以及對應(yīng)的企業(yè)提供的服務(wù)。(3)分析了企業(yè)價(jià)值、客戶感知價(jià)值和客戶體驗(yàn)的關(guān)系,確定了客戶體驗(yàn)驅(qū)動(dòng)的企業(yè)跨渠道整合營銷過程,基于客戶體驗(yàn)生命旅程分析了企業(yè)跨渠道整合營銷過程中客戶體驗(yàn)的影響因素。(4)對移動(dòng)化聯(lián)網(wǎng)時(shí)代的企業(yè)跨渠道整合營銷的影響因素分析的基礎(chǔ)之上,提出了利用客戶感知價(jià)值模型解決移動(dòng)化聯(lián)網(wǎng)時(shí)代的企業(yè)跨渠道整合營銷的模型,并提出了總體策略,建議從簡化渠道入口,實(shí)現(xiàn)跨渠道訪問一致性；實(shí)現(xiàn)線上線下業(yè)務(wù)協(xié)同,實(shí)現(xiàn)跨渠道業(yè)務(wù)協(xié)同性；完成企業(yè)生態(tài)信息共享,實(shí)現(xiàn)跨渠道數(shù)據(jù)共享性的角度提升客戶體驗(yàn)。(5)以京東為案例進(jìn)行研究,通過介紹其業(yè)務(wù)發(fā)展,以及如何通過簡化渠道入口,線上線下業(yè)務(wù)協(xié)同,企業(yè)生態(tài)信息共享,建立以物流配送和客戶服務(wù)為核心的競爭力,逐步在市場中占據(jù)一席之地,并取得快速發(fā)展。 本論文在查閱大量資料文獻(xiàn)的基礎(chǔ)之上,結(jié)合多年的企業(yè)需求調(diào)研和信息化經(jīng)驗(yàn),對于移動(dòng)互聯(lián)網(wǎng)時(shí)代的企業(yè)跨渠道整合營銷進(jìn)行了探索性的研究。提供的總體策略對于企業(yè)為客戶提供一致性的體驗(yàn)旅程,提升客戶感知利得,進(jìn)而實(shí)現(xiàn)企業(yè)價(jià)值提升,增進(jìn)企業(yè)競爭力具有重要的意義。
[Abstract]:Now we are in the era of the vigorous development of the mobile Internet, the rise of mobile Internet technology to bring customers mobile, convenient shopping methods, and with it, bring enterprises a full period of time, all channels, personalized. Fragmentation of customer behavior and the challenge of mass data. The popularity of smart phones makes the influence of mobile Internet far greater than traditional Internet, facing increasingly serious market challenges. Enterprise cross-channel integration of marketing has to speed up the pace. Before a large number of literature on the multi-channel or cross-channel, more to explore the front-end "customer" process, how to establish brand consistency, integrated marketing communication and so on. When talking about mobile Internet, more talk about how to win through mobile terminals, rarely from the perspective of enterprise back-end integration analysis of how to enhance customer consistency experience, constantly improve customer perceived value. Finally realize the enterprise value. This article is a new exploration, mainly carries on the research work: Review mobile Internet, cross-channel, channel integration, cross-channel integration marketing basic theory and domestic and foreign research and application status. 2) based on customer value chain theory to enterprise cross-channel integrated marketing purchase. The process of implementing and supporting the perceived value formation of the service is analyzed to form a cross-channel integrated marketing customer value chain because the enterprise is the service provider of the value added link in the process of customer consumption. Therefore, corresponding to the above customer value chain analysis results, the formation of cross-channel integrated marketing process corresponding to customer consumption behavior, as well as the corresponding services provided by enterprises, analyzes the enterprise value. The relationship between customer perceived value and customer experience determines the enterprise cross-channel integrated marketing process driven by customer experience. Based on the life journey of customer experience, this paper analyzes the influencing factors of customer experience in the process of enterprise cross-channel integrated marketing. (4) on the basis of the analysis of influencing factors of enterprise cross-channel integrated marketing in the era of mobile networking. This paper puts forward the model of enterprise cross-channel integration marketing in the era of mobile networking by using customer perceived value model, and puts forward the overall strategy, and proposes to simplify the channel entrance and realize the consistency of cross-channel access. To realize the cooperation between on-line and offline services, and to realize the cross-channel business coordination; To complete the enterprise ecological information sharing, to achieve cross-channel data sharing perspective to enhance customer experience. 5) take JingDong as a case study, through the introduction of its business development, and how to simplify the channel entrance. Online and offline business cooperation, enterprise ecological information sharing, the establishment of logistics distribution and customer service as the core of the competitiveness, gradually occupy a place in the market, and achieved rapid development. On the basis of consulting a large number of documents, this paper combines many years of enterprise demand research and information experience. For the mobile Internet era of enterprise cross-channel integrated marketing for exploratory research. The overall strategy for enterprises to provide consistent experience for customers to enhance customer perception gain. Therefore, it is of great significance to enhance the value of enterprises and enhance the competitiveness of enterprises.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274

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本文編號：1436703