MBA教育中心知识库

   随着互联网以及移动商务的迅猛发展，电子商务的重要性日益突出。但是，如何在网络上低成本、高效率、大幅度地推广企业和产品；如何有效地将客户点击率真正转化为成交率；如何有效地精准地控制企业营销成本；如何让企业营销推广战略对同行以及竞争对手有很好的保密性成为现实中企业必须要解决的问题。为了解决以上问题，学界和业界将目光聚焦到了数字营销策略上。但同时，实践经验及已有研究表明数字营销策略在运行过程中仍然存在着诸多问题未能被辨析和解决。

  基于此，本文以已经引入数字营销策略的江苏 YOUJOY 户外用品公司为案例对象,在已有研究成果和实践经验的基础上，通过问卷调查和访谈对江苏 YOUJOY 户外用品公司数字营销策略现状进行深入分析后，发现该公司在运行数字营销策略的过程中存在 着数字营销策略尚需完善、数据分析智能化程度低、网站品质竞争力弱和产品关键词关联范围过窄的问题。在进一步剖析后发现其问题发生的原因主要有该公司对数字营销策略认识存在不足，缺乏专业技术平台的支撑，公司平台知名度和认知度低和产品关键词数量质量差。为了解决以上问题，本文提出完善数字营销策略实施体系、完善大数据平台建设、提升网站内容品质和优化搜索引擎的针对性建议以及相应的强化人力资源保障、促进技术保障平台建设、完善员工成长激励机制和强化预算执行动态控制等保障措施。以期为江苏 YOUJOY 户外用品公司进一步调整数字营销策略提供参考，同时，也为其他企业引入数字营销策略提供借鉴思路。

  With the rapid development of Internet and mobile commerce, the importance of e-commerce is becoming increasingly prominent. However, how to promote enterprises and products in low cost, high efficiency and large scale on the network; How to effectively transform customer click rate into transaction rate; How to control marketing cost effectively and accurately; How to make the enterprise marketing strategy to peers and competitors have a good confidentiality has become a real enterprise must solve the problem. In order to solve the above problems, academia and industry focus on digital marketing strategies. But at the same time, practical experience and existing research show that there are still many problems in the implementation process of digital marketing strategy has not been discriminated and solved.

    Based on this, this paper takes Jiangsu YOUJOY Outdoor Products Company, which has introduced digital marketing strategy, as the case object. On the basis of existing research results and practical experience, through questionnaire survey and interview, the current situation of digital marketing strategy of Jiangsu YOUJOY Outdoor Products Company is deeply analyzed. It is found that the company has some problems in the process of running the digital marketing strategy, such as the need to improve the digital marketing strategy, the low intelligencedegree of data analysis, the weak competitiveness of website quality and the narrow scope of product keyword association. After further analysis, it is found that the main reasons for the problem are the company's insufficient understanding of digital marketing strategy, the lack of professional technical platform support, the low visibility and awareness of the company's platform and the poor quantity and quality of product keywords. In order to solve the above problems, this paper puts forward specific suggestions on improving the implementation system of digital marketing strategy, improving the construction of big data platform, improving the quality of website content and optimizing search engines, and corresponding safeguard measures such as strengthening human resources guarantee, promoting the construction of technical support platform, improving the incentive mechanism for employee growth and strengthening the dynamic control of budget execution. In order to provide reference for Jiangsu YOUJOY outdoor products company to further adjust the digital marketing strategy, but also for other enterprises to introduce digital marketing strategy to provide reference ideas.