案例名称:
打造“互联网+”时代的电子商务一体化服务——瑞金麟电子商务有限公司的营销战略导向转型与服务模式创新
译名:
Marketing Orientation Transformation and Service Model Innovation of Ruijinlin Company
中文关键词:
瑞金麟;代运营;电商一体化服务;营销战略导向转型;服务模式创新
英文关键词:
Ruijinlin; agency-operation; integrated e-commerce service; marketing orientation transition; service model innovation
中文摘要:
作为中国电子商务一体化服务的领导企业,最初的瑞金麟只不过是众多电子商务代运营企业之一。随着竞争激烈程度增加,电商代运营行业逐渐走向衰落。瑞金麟开始联合创始人安士辉借着国家大力支持“互联网+”的东风,积极推动企业由竞争导向转向市场导向,优化升级电商服务模式。短短三年时间,瑞金麟成功蜕变为中国最具实力的电子商务一体化服务商之一。本案例以瑞金麟电子商务有限公司为研究对象,从营销角度切入,通过研究公司营销战略导向转型与服务模式创新,为电子商务服务企业提供了有益借鉴,具有重要的研究价值和实践意义。本案例有助于学生在深入理解和应用顾客导向与竞争导向理论的基础上,了解互联网时代电子商务服务的营销战略导向转型与服务模式创新。
英文摘要:
s a leader in e-commerce integrated services of China, the youthRuijinlin is just one of many e-commerce agency-operation companies three years ago. With more and more competitors joining the industry, agency-operation industry gradually decline.AndyAn, co-founder of Ruijinlin, made up his mind to transform the competition-oriented strategy to customer-oriented strategy, and optimize and upgrade the E-service model.Injust three years, Ruijinlinhas become one of the most successful integrated e-commerce service providers. In thiscase study, we contribute to the practice and theory in two aspects:the marketing perspective and e-service model innovation. Withthis case study,we can help students make in-depth understanding of customer-orientated and competition-oriented theory, and provide students opportunities to understand modern changesin the Internet marketing.
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