论文总字数：24421字

摘 要

A商铺是一家普通的火锅自助料理门店，其坚持公司坚持做纯粹的餐饮，保有着寻找生态、健康、时尚的信仰，并且希望以这样的信念作为基础为广大顾客提供新的生活方式。在目前这样一个碎片化时代下，传统的营销策略往往在面对多元化客户群体时显得余力不足，而传统的营销手段也往往意味着比较高的营销投入与精力支出，因此如何利用互联网技术构建商铺的服务营销策略，取得消费者与商铺的共赢，便是本文所要探讨的关键所在。

论文研究的核心问题是：A商铺使用什么样的服务营销策略才可以摆脱当前的营销困境，围绕这个问题，首先，了解碎片化时代下传统营销手段的现状，并且分别解释集客模式的相关概念及其理论基础，其次，实地调研并分析A商铺的营销现状，在A商铺的营销基础上进行SWOT分析，接下来针对A商铺的实际情况，主要依据7P营销理论，制定出相应有效的服务营销策略，具体包括：集客策略、产品策略、价格策略、促销策略、人本策略、有形展示策略以及服务过程策略。

最后，针对前文提出的A商铺在集客模式下的营销策略，指出其中的不足，以及待完善之处，并提出相应的展望。

关键词：集客模式；碎片化；7P营销理论；

The Marketing Strategy In Fragmentation Era

—the study of the shop A's marketing strategy

based on the inbound marketing

14312138 Name Gu Xueheng

Supervised by Professor Zhu Zhijian

Abstract：In the current modern society, which facing the huge impact by Internet, there are many huge potential business opportunities. With the fragmentation of the wave swept the world, the customer's discretization has become a very difficult problem in the field of marketing. In the rapid development of the Internet today, after absorbing the experience of the traditional marketing strategy, enterprises convert the former model which first discuss the feasibility of the product, then manufacturing products and finally seeking customers to the modern model, which first social, gathering the corresponding potential customer base and then release the product. In this operating mode, the inbound marketing came into being. The core of this marketing is to attract customers to find the enterprise and provide the goods through the social Internet website, to combine the new Internet knowledge technology with the traditional marketing strategy, to achieve the consumer based, to get more efficient marketing effect with a lower cost.

A is an ordinary hot pot buffet dishes stores, the company adheres to provide pure food and maintain a looking for ecological, health, fashion, faith, and hope to take advantage of such a belief for the customers to provide a new way of life. In this current era of fragmentation, the traditional marketing strategy often lacks power in the face of the diversified customer groups. What’s more, the traditional marketing also means higher marketing investment and energy expenditure. Therefore, how to use the Internet technology to build the inbound marketing strategy, to achieve the win-win situation of consumers and shops, is the key to this article to explore.

The core issue of this paper is: how to use the inbound strategy successfully in A. Firstly, the article describes the present situation of traditional marketing methods in the era of fragmentation and analyzes the related concepts of inbound marketing and its theoretical basis. Then, I did the Investigation and the analysis of the current marketing situation of A and its’ SWOT analysis. According to 7P marketing theory, on the base of the current situation of A, I draw up the corresponding effective inbound marketing strategy, which includes this strategy, the convenience strategy and the communication strategy. At the end of the paper, according to the current situation in customer marketing strategy, I point out the deficiencies, and put forward the corresponding prospect.

Keywords: Inbound Marketing Strategy；Fragmentation；7P marketing theory；

目 录

第一章、 绪论 1

1.1研究背景 1

1.2 研究目的与意义 1

1.3 研究方法 2

1.4本文研究的主要内容及框架 2

第二章、相关理论基础 4

2.1 碎片化时代下的营销 4

2.1.1碎片化背景下消费者的选择变化 4

2.1.2碎片化时代下营销策略的研究现状 4

2.2集客模式的相关理论 5

2.2.1集客的定义 5

2.2.2集客模式 5

2.2.3线上集客模式下营销的组成部分 6

2.2.4电子商务对集客模式的影响 6

2.3营销策略相关理论 7

2.3.17p营销理论 7

2.3.2O2O电子商务平台 8

2.3.3社会化网络理论 9

第三章、A商铺经营现状 10

3.1A商铺概况 10

3.2A商铺SWOT分析 11

3.2.1 Strength优点 11

3.2.2Weakness缺点 12

3.2.3Opportunity机遇 12

3.2.4Threat威胁 13

3.3A商铺面临的碎片化挑战 13

3.4A商铺采用集客模式的原因 14

第四章、A商铺基于集客模式的营销策略研究 15

4.1营销策略设计的目的与原则 15

4.2集客模式 15

4.3产品策略 17

4.4价格策略 17

4.5促销策略 18

4.6人本策略 18

4.7有型展示策略 19

4.8服务过程策略 19

第五章、结语 20

致谢 21

参考文献 22

碎片化时代下的营销策略研究

—基于集客模式的A商铺营销策略研究

第一章、 绪论

1.1研究背景

现如今随着碎片化时代的来临，客户自身的离散化也愈加严重，再加上互联网的快速发展，客户所能够接收的信息量也在成倍的增加，顾客自身的选择更是会有意想不到的变化，越来越寻求多元化与个性化。大量的新客户群体摆脱了传统媒体被动式的营销推广，这也给市场营销带来了一定的难题。当然，这也促进了市场营销理念的不断演化与升级，互联网教会了消费者发现产品与品牌的新方法。由于消费行为的变化，消费者也逐渐从被动转为主动，他们对于获得的信息拥有更多的控制权，从这个角度出发，营销的手段由被动式推广向集客模式营销转变也就不难理解：一方面，集客模式下的营销手段非常强调企业与消费者之间的联系，这两者之间必须要有双向的互动沟通，当然社会化媒体在其中起到了至关重要的推动作用。另一方面，由于集客模式下的营销手段相较与传统营销手段，其营销的成本更为低廉，而且能够获得更为优秀的网络营销效果，因此更加受到广大企业主的欢迎。

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