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1、 电动化趋势论文：JIT营销模式运营与研究【中文摘要】当前企业所面临的两大普遍性难题一是成长疲软,二是发展失衡。而这两大问题归根结底都和企业的营销模式紧密相关。本论文从现代企业普遍面临的成长疲软和发展失衡两大症状入手,以嘉爵公司为样板,从其历史背景和商业定位出发,分析了营销模式对现代企业的重要性以及现代电子商务对现代企业营销模式的影响,在充分调研了国内外电动自行车行业的背景与现状后,首先运用战略管理的宏观环境分析(PEST分析)和SWOT分析法,依据市场调查报告结合企业的现有资源制定了以Just for you/Internet marketing/services in Time为核心理念的
2、JIT(杰出/可爱/特别)轻型电动自行车20092010年度品牌战略规划。并详细制定了：JIT项目背景、JIT品牌战略规划意义、JIT品牌CIS战略规划、JIT品牌战略规划实施细则、JIT“五位一体”特性营销模式、JIT项目推进计划表在内的商业计划书。并以此为基础制定了适应企业发展战略的一体化成长战略、重点市场差异化竞争战略和各职能策略。在成功实现了集约化产品开发及OEM制造之后,运用电子商务和营销管理的有关方法,成功地策划和实施了以JIT营销手册为章程的市场推广活动。并建立了以网络营销为中心,以直营店、专卖店、售后体验维修站、社区租赁站互为依托的五位一体的立体式营销网络。充分实现了以线上、线
3、下相结合,网络营销为特征的JIT营销模式。同时导入了现代物流配送,将现代电子商务模式与传统批零业务进行了创新性融合,基本实现了以质量第一、诚信至上、定位准确、个性鲜明、巧妙传播为五大特征的JIT品牌营销。本论文通过对该公司JIT营销模式的运营描述与研究,最终获得了以JIT营销手册和JIT网络营销体系为代表的理论模型,并通过其在中国长三角区域市场的实践,证明该商业模式具有较强的先进性和可行性,为我国电动自行车营销模式的运营和研究,乃至现代企业品牌营销的创新和发展都提供了有益的借鉴!【英文摘要】Unbalanced development and weak growth, which are tw
4、o universal difficulties that most of domestic companies are facing, ultimately these two symptoms relate to marketing and sales model closely.Started from above two typical symptoms of unbalanced development and weak growth lies in most of domestic companies, this thesis analyzes importance of mark
5、eting and sales model to modern enterprise and e-business influence to sales model from Jiajue background and targets. After fully investigation and research in international and domestic motor-bicycle industry background and current status, Jiajue (Below Jiajue will be abbreviated as “JJ”) applied
6、PEST,SWOT analysis methods to do plenty of investigation and research then accomplish the professional market research report, based on this report and JJ current resource, JJ make out JIT(Jmeans outstanding, T means lovely andT means special) light motor bicycle brands strategy in 2009 and 2010 wit
7、h core ideal ofJust for you, Internet marketing and services in Time. At the same time JJ constructed the detail business plan with the content of JIT background, JIT brands strategy significance. JIT and CIS plan, JIT brands strategy execution policies such as JIT market competition and brands anal
8、ysis, JIT brands definition and implement, JIT bands propaganda steps, and JIT five points integrationmarketing and sales model. And based on JIT brands strategy, JJ made out the following company strategies including comprehensive development strategy, competition strategy of differentiating market
9、s importance and other functional strategies.After achieved intensive products development and OEM, JJ applied e-business and other marketing and sales managing methods to plan and implement market promotional activities under guidance of JIT marketing and sales booklet and construct a stereoscopic
10、marketing and sales network with e-business as centre and with direct-sales shops and brands-agent-sales shops as base, with fast-push-sales in the supermarkets and with after-sales-stations as a reliable service system, which is calledfive points integration And this five points integration realize
11、 in-sales and after-sales combination with typical different stages JIT sales model, and use scientific logistics management to put modern e-business model and traditional retail and wholesale together innovatively. achieve the first success in modern brands sales with characteristics of quality fir
12、st, credit most, personalization, firm target and full propaganda.This thesis achieve the basic theory represented by the typical documents asJIT marketing and sales bookletandJIT e-business system through descript then study JIT model, and use JIT practical success in East China markets to proved t
13、hat JIT model is advanced and feasible and could be a benefit reference to the research and development of China motor-bicycle even for the modern brands marketing and sales model.【关键词】电动化趋势 电动自行车 营销模式 品牌营销【英文关键词】Motorized Tendency Motor-Bicycle Marketing and Sales Model Brands Marketing and Sales【目
14、录】JIT营销模式运营与研究摘要6-7Abstract7-8第1章 绪论11-141.1 选题背景与研究意义11-121.2 研究方法与步骤12-14第2章 电子商务对营销模式的影响14-202.1 传统营销模式解析14-152.2 现代电子商务对传统营销模式的冲击与影响15-172.3 基于互联网环境下的品牌营销17-20第3章 电动自行车行业的现状与分析20-323.1 新能源带来的新型交通工具20-213.2 国内外电动自行车行业的现状21-273.2.1 电动自行车主要销售地区22-233.2.2 电动自行车在国内的使用状况23-273.3 我国电动自行车行业的宏观环境分析27-323
15、.3.1 政治与法律环境27-283.3.2 经济环境28-293.3.3 社会和物质环境29-303.3.4 技术环境30-32第4章 JIT产品的定位与分析32-544.1 JIT的开发背景与产品策划32-384.2 JIT产品的品牌定位38-524.2.1 潜在客户群分析38-424.2.2 确立目标客户群42-434.2.3 目标客户人群特征43-474.2.4 关联品类分析,明晰比附品类47-484.2.5 确立竞争对手48-494.2.6 寻找独一无二的品牌联想49-504.2.7 JIT品牌定位历程504.2.8 JIT品牌定位50-514.2.9 JIT产品简介51-524.3 JIT品牌的SWOT分析52-54第5章 JIT营销模式的制定与实施54-705.1 JIT营销模式的制定依据545.2 JIT营销模式简介54-585.3 JIT营销模式的实施案例58-70第六章 JIT营销模式的运营评价70-746.1 JIT营销手册简介70-736.2 JIT营销模式的运营效果评价736.3 JIT营销模式的建议73-74结论74-76致谢76-77参考文献77-79