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摘要：电子商务是近几年新兴的大数据营销模式，以信息网络技术为手段，以商品交换为中心的商务活动。
惠氏营养品（中国）有限公司主营业务是婴幼儿奶粉，其在中国奶粉行业市场份额始终处于前三之一，其产品策略、渠道方针、销售模式、营销管理总是精确迎合市场需求，因此惠氏奶粉一直为同行企业所借鉴学习。惠氏在电子商务平台营销上所作出的每一步决策，对于奶粉行业来说都具有领头羊的意义。52623
本文共分4个部分对惠氏奶粉电子商务平台的营销管理进行分析，第1部分从研究背景、研究目的和意义、研究方法来具体分析了此篇论文的意义。第2部分是营销理论的基础，本文所运用到的理论主要涉及网络整合营销理论、网络关系理论、大数据营销理论等三大理论。第3部分是对于惠氏奶粉电子商务营销的现状分析，主要介绍了惠氏奶粉的基本概况；分析了惠氏奶粉电子商务的现状以未来的发展趋势；具体分析了惠氏奶粉电子商务营销的优势、劣势、威胁与机遇。第4部分是针对惠氏奶粉电子商务营销的策略设计。以4P理论为基础，分析了惠氏奶粉电子商务营销的广告策略、促销策略、渠道策略、以及产品策略。
本文利用SWOT分析，4P理论详细分析了惠氏奶粉在电子商务平台的营销管理的现状，以及未来发展趋势。针对惠氏目前的B2C平台、O2O平台发展趋势，提出符合惠氏产品定位的营销策略。从而提出惠氏奶粉，乃至于奶粉行业如何通过一系列的网络营销手段，如新媒体广告等，线下促销策略，如妈妈课堂等，在电子商务平台上进行销售的营销策略。
毕业论文关键字： 奶粉行业；网络营销；电子商务平台
Marketing Management of Wyeth Nutrition E-Commerce Platform
Abstract：E-commerce is newly-developing big data marketing pattern in recent years. It is a commercial activity centering commodity exchange with information network technology as its tool.
The main business of Wyeth Nutrition (China) Co, Ltd is selling infant milk powder, with one third of the market shares. Its product strategies, sales channels, sales modes, and marketing management can always cater for the market demand accurately, from which the other companies in this industry can draw a lesson. Every step taken by Wyeth Nutrition in E-commerce platform marketing has led the mild powder industry to progress.
The thesis is pided by four parts to analyze the marketing management of Wyeth Nutrition E-commerce platform. The first chapter analyze meaning of this thesis from aspects of research background, research purposes, research meanings, and research methods. The second chapter is the basis of marketing theory. The thesis mainly employs network integrated marketing theory, network relations theory, and big data marketing theory. The third chapter is the analysis of current situations of Wyeth Nutrition E-commerce marketing. It mainly introduces the general situations of Wyeth milk powder, explores its current situations and development trend in the future, and makes a detailed analysis of the advantages, disadvantages, challenges, and chances of Wyeth Nutrition E-commerce marketing. The fourth chapter is the strategy design for Wyeth Nutrition E-commerce marketing. Based on 4P theory, it expounds the advertisement strategy, promotion strategy, channel strategy, and product strategy of Wyeth Nutrition E-commerce marketing.
This thesis, by employing SWOT analysis and 4P theory, explores the current situations and the future development trend of Wyeth Nutrition marketing management in E-commerce platform. It proposes some marketing strategies that fits Wyeth Nutrition products positioning in accordance with its development trend in B2C and O2O platform. And then the thesis puts forward some marketing strategies about how Wyeth Nutrition, and even the whole milk powder industry conduct selling in E-commerce platform through a series of network marketing methods including new media advertisement, offline promotion strategies, and mommy class, etc.