摘要
国内铜杆行业产能过剩严重,转型升级迫切。传统营销已无法适应市场的快速变化,而数字化营销可利用网络科技工具实现精准营销,满足客户个性化需求,实现企业提质增效。江铜集团铜杆产量已位居国内第一,应利用企业自身优势和发展良机,加快数字化营销转型的步伐,可借助电子商务平台实现用户画像及识别、客户关系管理和数字化营销效果评估。通过数字化营销转型首先可以解决铜杆营销过程中的痛点问题;其次,可以利用制定行业软件技术标准进而形成行业平台SaaS应用商店以提升企业盈利能力;最后,还可以使企业转型升级和构建产业共赢的生态环境,进而带动有色行业电子商务快速发展。
The domestic copper rod industry has serious overcapacity and urgent transformation and upgrading.Traditional marketing has been unable to adapt to the rapid changes in the market,while digital marketing can use its network technology tools to achieve precision marketing,meet the personalized needs of customers and improve the quality and efficiency of enterprise.The copper rod output of Jiangxi Copper has ranked first in China.We should take advantage of the development opportunity and the enterprise's own advantages to speed up the pace of digital marketing transformation.This paper proposes that Jiangxi Copper should build an e-commerce service platform to carry out digital marketing transformation from three aspects:user portrait and identification,implementation of customer relationship management and evaluation of digital marketing effects.Through digital marketing transformation,Jiangxi Copper can first solve the industry pain points in the process of copper rod marketing,and then use the development of industry software technical standards to form an industry platform SaaS application store to improve the profitability of enterprises.Finally,it can also enable enterprise to transform and upgrade,build an industrial win-win ecological environment,and then drive the rapid development of e-commerce in non-ferrous industry.
作者
徐伟
XU Wei(Jiangxi Copper International Trading Co.,Ltd.,Shanghai 200120,China)
出处
《铜业工程》
CAS
2022年第3期96-101,108,共7页
Copper Engineering
关键词
江铜集团
铜杆行业
数字化营销
电子商务
客户关系管理
Jiangxi Copper
copper rod industry
digital marketing
electronic commerce
customer relationship management
