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作者: 李晨溪 ; 陈婧
关键词: 农村直播电商;STP理论(市场定位理论);精准营销;电商扶贫
发表日期: 2021
单位: 北京航空航天大学
本案例描述了C县自决定建设淘宝村后,与A企业合作计划将农产品通过电子商务推入市场,通过选择合适的电子商务模式、开展市场调查、了解消费者特征并进行市场细分、寻找目标市场、确定市场定位等一系列基于数据分析进行的营销管理决策,最终成功开设了农产品直播间并帮助村民改善了生活。然而,几个月过去,直播间的销量没能稳步提升,直播间观看的人数又出现了减少的趋势,这成为了C县所面临的困难。A企业应当如何通过营销策略帮助C县提高直播效果,成为企业所面临的难题。案例旨在以A企业的视角探索基于数据分析的营销管理决策,进而引导学生对商业模式选择、市场细分与定位、消费者购买决策等问题进行深入思考。
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关键词: 农村直播电商;STP理论(市场定位理论);精准营销;电商扶贫
发表日期: 2021
单位: 北京航空航天大学
本案例描述了C县自决定建设淘宝村后,与A企业合作计划将农产品通过电子商务推入市场,通过选择合适的电子商务模式、开展市场调查、了解消费者特征并进行市场细分、寻找目标市场、确定市场定位等一系列基于数据分析进行的营销管理决策,最终成功开设了农产品直播间并帮助村民改善了生活。然而,几个月过去,直播间的销量没能稳步提升,直播间观看的人数又出现了减少的趋势,这成为了C县所面临的困难。A企业应当如何通过营销策略帮助C县提高直播效果,成为企业所面临的难题。案例旨在以A企业的视角探索基于数据分析的营销管理决策,进而引导学生对商业模式选择、市场细分与定位、消费者购买决策等问题进行深入思考。
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