摘要为了使传统企业卖场能够自如应对电子商务带来的挑战，对电子商务环境下传统企业卖场的营销策略需要进行深入的研究，寻求其在电子商务环境下切实可行的营销策略，使之适应电子商务环境，提高传统企业卖场的竞争力。本文首先介绍了营销和营销策略的含义和内容，随后全面阐述了电子商务环境对于传统营销的影响，接着深入剖析了电子商务环境下传统企业卖场结合自身优势及市场环境的营销策略。最后对宜家在电子商务环境下的营销策略进行分析，并进行了总结归纳, 提出电子商务环境下，传统企业卖场应进行对传统营销与电子商务的有机整合。86906

毕业论文关键词：电子商务；营销策略；宜家

Traditional enterprise stores marketing strategy under the e-commerce environment

Abstract In order to make the traditional enterprise stores meet the challenges brought by the electronic commerce, the marketing strategy of traditional enterprise stores under the e-commerce environment need to be in-depth research, and to seek the feasible marketing strategy in e-commerce environment, so that to adapt to the electronic commerce environment, improve the competitiveness of the traditional enterprise stores。 This paper first introduces the meanings and contents of the marketing and marketing strategy, and then expounded the influence of the e-commerce environment for the traditional marketing, and then further analyze the traditional enterprise stores marketing strategy under e-business environment combined with their own advantages and market environment, finally, analyze the marketing strategy of IKEA under the e-commerce environment, summarizes the induction and put forward that the traditional enterprise should get the rational integration of the traditional marketing way and the electronic commerce。

Keywords: Marketing strategy; E-commerce; IKEA

目  录

0引言 1

1营销与营销策略 2

1。1市场与营销 2

1。2营销策略 2

1。3市场营销策略组合 3

1。3。1 4Ps营销策略组合 3

1。3。2 4Cs营销策略组合 4

1。3。3 4Rs营销策略组合 5

1。3。4营销策略组合的特点 6

2电子商务环境对传统营销的影响 6

2。1电子商务及其特点 6

2。2电子商务对传统营销的冲击 7

2。2。1 信息传播方面 8

2。2。2销售环节方面 8

2。2。3产品选择方面 8

2。2。4沟通渠道方面 8

2。3电子商务为传统企业营销提供的机会 9

3电子商务环境下传统企业卖场的营销策略 10

3。1电子商务环境下传统企业卖场营销SWOT分析 10

3。2传统企业卖场基于电子商务环境的营销策略 11

3。1。1体验式营销 11

3。1。2服务营销 12

3。1。3数据库营销 13

3。1。4网络营销 13

3。1。5病毒营销