步步高集团电子商务营销策略研究内 容 摘 要近年来，科技发展迅速，网络布局在每家每户，在网络科技的发展下也带动了国家经济的发展，在这经济环境下，一种新的网络经济伴随着诞生，那就是电子商务。在大数据时代的今天，电子商务行业的机遇与挑战是很大的，在这个环境下，企业应该有更强的竞争力，才能让企业较好的生存和发展。电子商务的兴起对一些传统企业打击很大，他们要想获得生存的机会，就应该懂得创新，要懂得与时代同行，应该构建自己的电子商务模式。步步高集团作为一家以连锁超市为主营业务的公司，迎合时代的步伐，也构建了自己的电子商务模式。本文通过对电子商务的发展趋势，根据步步高集团的发展现状，从各个层面对步步高集团电子商务发展状况进行研究，结合电子商务和市场营销等相关理论，还结合了步步高集团的自身优势，提出符合步步高集团的电子商务营销策略。为步步高集团电子商务的发展提供指导，笔者希望通过对步步高集团电子商务营销策略案例的研究，让更有同行业的企业得以借鉴，学习步步高企业的优点，对其有待进步的地方一起改进，希望企业在以后电子商务的发展过程中，更加顺畅，从而使企业更好更快更稳的发展，实现营销目标。关键词：电子商务；连锁超市；营销策略IResearch on E-commerce Marketing Strategy of Bubugao GroupAbstractIn recent years, the rapid development of science and technology, network layout in every household, in the development of network technology has also led to the development of national economy, in this economic environment, a new network economy accompanied by the birth, that is, e-commerce. Today, in the era of big data, the opportunities and challenges of e-commerce industry are great. In this environment, enterprises should have stronger competitiveness, so as to better survive and develop.The rise of e-commerce has a great impact on some traditional enterprises. If they want to get the chance to survive, they should know how to innovate, how to go with the times, and how to build their own e-commerce model. Bubugao group, as a chain supermarket based company, cate...
