校园蛋糕店电子商务营销策划(含调查问卷)

校园蛋糕店电子商务营销策划(含调查问卷)(论文16000字)
摘  要
随着互联网的普及和网络购物的兴起，电子商务作为一种新的商业模式，不仅改变了商店的经营形式，更改变了商店与大学生之间沟通和交易的方式，包括信息流、业务流、资金流、物流的整合与应用。未来的商店不能只局限于实体店的经营，要尽早的布局网络销售平台，更大的发挥电子商务带给校园蛋糕店的经营变革。
当前众多商家都开始在淘宝，微信，京东，美团等等通过网络推广销售产品，使得实体店的竞争逐渐转移到网络上。校园蛋糕店应该顺应时代潮流，布局网络销售，分享网络这块大蛋糕带来的好处。因此校园蛋糕店要全方位的进入电子商务领域，大力发展。
通过调查问卷调研分析大学生的购买行为和购买决策过程的特点，并结合校园蛋糕店营销影响因素，整理出分析报告，探讨营销策略。最后针对大学生的特点，制定出校园蛋糕店的营销方案，线上与线下的推广相结合，让校园蛋糕店与电子商务完美结合，使大学生接受并热爱校园蛋糕店。
关键词：电子商务  营销策略  线上与线下  网络推广

Cake Shop on Campus E-commerce Marketing Planning
ABSTRACT
With the popularity of the Internet and the rise of the network shopping, electronic commerce as a new business model, not only change the store management form, more to change the way the stores and college students' communication and exchange between, including the integration of information flow, business flow, cash flow, logistics and application. Store in the future not only confined to the entity shop management, to the layout of the online sales platform as soon as possible, more play the electronic commerce bring campus cake shop business change.
Many modern businesses are started on taobao, WeChat, jingdong, America and so on through the network marketing product, make store competition gradually transferred to the Internet. Campus cake shop should conform to the trend of The Times, sales network layout, sharing network of the benefits of the big cake. So campus cake shop to the omni-directional into e-commerce, vigorously develop.
Through the questionnaire survey analysis of college students' purchasing behavior and the characteristics of the buying decision process, and factors affecting the campus cake shop marketing, sort out analysis report, discusses the marketing strategy. According to the characteristics of college students, the end, the campus marketing scheme of cake shop, combination of online and offline promotion, let the cake shop on campus and e-business perfect combination, make students accept and love the campus cake shop.
Key Words: E-commerce; Marketing Strategy; Online and Offline; Network Promotion

目  录
摘  要    I
ABSTRACT    II
第一章 绪论    1
1.1研究背景及意义    1
1.2研究现状的概述    1
1.3研究方法、思路与研究框架    3
第二章 文献综述    5
2.1网络营销概述    5
2.1.1网络营销的概念与策略    5
2.1.2网络营销的特点    5
2.2统计调查方法    5
2.2.1抽样调查    5
2.2.2调查问卷    5
2.2.3统计分析方法    6
第三章 校园蛋糕店营销状况调查    7
3.1校园蛋糕店发展现状    7
3.1.1校园蛋糕店简介    7
3.1.2校园蛋糕店发展分析    7
3.2 校园蛋糕店营销影响因素分析    7
3.2.1校园蛋糕店营销模式    7
3.2.2影响校园蛋糕店营销发展的因素    7
3.2.2影响大学生的购买决策过程    8
3.3校园蛋糕店问卷调查    10
3.3.1问卷设计    10
3.3.2问卷发放与回收    10
第四章 调查结果分析    11
4.1基本情况    11
4.2数据分析    12
第五章 校园蛋糕店营销方案    22
5.1线上推广方案    22
5.1.1 在线BBS（百度贴吧)    22
5.1.2 SNS网站（人人）    24
5.1.3 IM工具（微信）    24
5.1.4 博客及微博平台（新浪)    26
5.2线下推广方案    28
5.2.1 发布宣传海报    28
5.2.2 校园传单    29
结论    31
致谢    32
参考文献    33
附录    35