资源描述：
《u公司数字营销策略分析》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、-上海交通大学MBA学位论文U公司数字营销策略研究本文分析的内容正是U公司在面临这样的变革时，积极的应对，从公司战略上把营销策略的变革放在非常重要的位置上，通过组织的变革，机构的调整，相关人才的配备，与第三方数字营销公司的合作，建立起整套适应市场变化的营销体系。通过本课题的分析认识到，内容本身固然非常重要，营销生态也很重要。数字时代传播内容的渠道不再只是电视，报纸，杂志，还要借助“圈子”内的口碑，随时随地的移动化，乃至所有的数字力量建立起来的通道。对于U公司而言，有效的整合传统和数字渠道是企业营销策略的主导思想。关键词
2、：数字营销，互动营销，营销策略，快速消费品------上海交通大学MBA学位论文U公司数字营销策略研究THERESEARCHOFDigitalMarketinginUCompanyABSTRACTWiththepopularityofInternetanddevelopmentofdigitaltechnology,marketingisnolongerlimitedtopushtoaudienceextensively,butwiththemostrapidresponsetoachieveaccuratefeedb
3、ackandgiveseachconsumermostdesire.Throughtheestablishmentofdirectchannelsofcommunicationwiththeconsumer,theconsumerdemandforaccuratepositioning,enterprisescanfindthemarketingobjective,andmakefulluseofvariousmodernmeansofcommunicationandsmartterminaltechnology,wi
4、llgivetheaudiencemarketinginformationprecisely,whichsavesthecostofmarketing,butalsoavoidthenegativeeffectbroughttoconsumerswithoutpurpose,toachievemaximummarketingeffect.UCompanyisoneoftheworld'slargestFMCGsupplierswithproductsofvarietieswhichhaveoutstandingperf
5、ormancethroughsuccessfulpromotion,tohaveoutstandingperformanceinthemarket."Magnum"targettothecustomerbetween21-35yearsofage,withmonthlyincomeabove5000yuan.Thisgroupiswillingtopayahigh------上海交通大学MBA学位论文U公司数字营销策略研究priceforhighqualityproducts.Liptonaimtothosewhite
6、-collarworkerswhoworkinsuperiorofficeorhotelaccommodation.Theypreferteabetterthancoffeeinthefastpace;whenitcametothepromotionofmargarineFlora,aheartdiseasepatientswasinvitedtomakeadsinaliveofthesurgeryofheartdiseaselive,whichgivestheaudiencewarningtoattachimport
7、ancetoheartdisease.However,astimewent,withthedigitaleraandthearrivalofthewaveoftheInternet,productdesign,channelpromotionandadvertisingstrategyinthecompanyalsometthetransformationproblemwhichalmostallthetraditionalcompanywillencounter.TheresearchisthatwhenUcompa
8、nyinthefaceofsuchachange,thepositiveresponse,themarketingstrategyofthechangeinaveryimportantpositioninthecompanystrategy,throughorganizationalchange,organizationadjus
