论市场营销的发展趋势---以校园o2o产品为例.doc

论市场营销的发展趋势以校园O2O产品为例 摘要 近几年来，企业渠道管理重心逐步下移，校园营销在企业营销的舞台上正扮演着重要的角色，成为目前很多厂家采用的营销手段。O2O即Online?To?Offline，就是将线下商务与互联网结合在一起，使线下交易可以在互联网上进行。线下服务线上揽客，消费者可以用线上来筛选服务，线下接受服务。该模式最重要的特点是：推广效果可查，每笔交易可跟踪。以高校大学生为消费主体的消费品市场随着大学生的规模不断扩大，逐渐引起了企业的广泛关注。校园O2O产品市场营销就是企业通过采用针对校园市场的营销手段，在学校推广校园群体适用产品的一种营销方式。在新的市场环境下需要企业营销方式的创新，传统营销方式向个性化转变是企业营销方式发展的必然趋势。SWOT分析法可帮助我们分析校园营销发展的优势与劣势，让我们明白怎样处理面对的的机会和威胁,优势发挥好，劣势克服好,机会把握好,威胁回避好,进而提出有效的校园营销的发展战略，旨在能对校园O2O产品的市场营销传播起到积极的作用。 关键词 校园营销；O2O；市场营销；发展战略 Abstract: In recent years, Channel management center of gravity down gradually,campus marketing in the enterprise marketing is play an important role on the stage, among the many manufacturers use of marketing.O2O namely Online To Offline, it is the Offline business and Internet together, make the Offline transaction can be conducted on the Internet. Offline services online, assures the consumer can wire up screening services, offline service. This pattern is the most important features are: promotion effect can be checked, can track every transaction. To college students as the main body in the consumption of consumer goods market with college students scale expands unceasingly, gradually caused the wide attention of the enterprise. Campus O2O product marketing is the enterprise in view of the campus market through the use of marketing and promotion in school campus group used a way of marketing of the products. In the new market environment needs the innovation of marketing mode of the enterprise, the traditional marketing way to individuation is the inevitable developing trend of enterprise marketing. SWOT analysis can help us to analysis the advantages and disadvantages of the development of campus marketing, let us know how to deal with the face of opportunities and threats, advantages, play a good disadvantage overcome well, a good grasp opportunity, threat avoidance, and then put forward effective campus marketing strategy, aimed at to campus O2O marketing communication play a positive role of th