本文選題：網(wǎng)絡(luò)營(yíng)銷策略 + 網(wǎng)絡(luò)營(yíng)銷環(huán)境��； 參考：《湖北工業(yè)大學(xué)》2012年碩士論文

【摘要】：網(wǎng)絡(luò)正以迅猛的速度進(jìn)入人們生活的各個(gè)方面。如今人們獲取信息、購(gòu)買產(chǎn)品、生活?yuàn)蕵范家蕾嚲W(wǎng)絡(luò)，，就連發(fā)表觀點(diǎn)、評(píng)價(jià)事物也離不開網(wǎng)絡(luò)，甚至連人際交往都依托于網(wǎng)絡(luò)平臺(tái)，可以說現(xiàn)代生活已經(jīng)全面進(jìn)入了網(wǎng)絡(luò)時(shí)代。 網(wǎng)絡(luò)時(shí)代的到來不僅影響了人們的生活方式，而且對(duì)企業(yè)的營(yíng)銷環(huán)境及與之對(duì)應(yīng)的營(yíng)銷方式同樣有著巨大的影響。如何利用現(xiàn)有營(yíng)銷理論設(shè)計(jì)出符合公司網(wǎng)絡(luò)營(yíng)銷的全套營(yíng)銷策略以積極應(yīng)對(duì)營(yíng)銷環(huán)境的變化，減少企業(yè)的風(fēng)險(xiǎn)，讓企業(yè)把握機(jī)遇實(shí)現(xiàn)成長(zhǎng)是本論文要解決的問題。論文分析了當(dāng)今網(wǎng)絡(luò)營(yíng)銷環(huán)境的各種變化，特別是網(wǎng)絡(luò)營(yíng)銷環(huán)境下消費(fèi)者的行為變化，在此基礎(chǔ)上形成的營(yíng)銷策略具有很強(qiáng)可操作性。 首先，論文對(duì)市場(chǎng)營(yíng)銷、網(wǎng)絡(luò)營(yíng)銷、消費(fèi)者購(gòu)買行為的相關(guān)理論進(jìn)行了綜述。 其次，論文研究影響網(wǎng)絡(luò)營(yíng)銷的各種因素。這些影響因素主要包括了宏觀環(huán)境中的經(jīng)濟(jì)、政治、技術(shù)、人口、社會(huì)和自然因素，微觀環(huán)境中的企業(yè)利益相關(guān)者對(duì)企業(yè)的影響，重點(diǎn)闡述了網(wǎng)絡(luò)消費(fèi)者的購(gòu)買行為特點(diǎn)及其對(duì)企業(yè)營(yíng)銷策略四個(gè)方面的影響。 然后，基于前面的營(yíng)銷影響因素分析結(jié)果，論文對(duì)網(wǎng)絡(luò)市場(chǎng)進(jìn)行了細(xì)分、目標(biāo)市場(chǎng)的選擇和產(chǎn)品的市場(chǎng)定位。 最后，論文提出了符合網(wǎng)絡(luò)營(yíng)銷環(huán)境變化的營(yíng)銷策略，即產(chǎn)品策略、定價(jià)策略、營(yíng)銷渠道策略、客戶關(guān)系管理和網(wǎng)絡(luò)廣告策略。
[Abstract]:The network is entering all aspects of people's life at a rapid speed. Nowadays, people get information, purchase products, live and entertainment all rely on the network, even publish views, evaluate things also can not be separated from the network, even the interpersonal communication depends on the network platform, which can be said that modern life has already entered the network age.
The arrival of the Internet age not only affects people's way of life, but also has a huge impact on the marketing environment and the corresponding marketing methods. How to use the existing marketing theory to design a whole marketing strategy that is in line with the company's network marketing to actively cope with the changes in the marketing environment, reduce the risk of the enterprise, and let the enterprise To grasp the opportunity to achieve growth is a problem to be solved in this paper. This paper analyzes the changes in the current network marketing environment, especially the behavior changes of consumers in the network marketing environment. On this basis, the marketing strategy is very strong and operable.
First, the paper reviews the relevant theories of marketing, Internet marketing and consumer buying behavior.
Secondly, the paper studies the factors that affect the network marketing, which mainly include the economic, political, technical, demographic, social and natural factors in the macro environment, and the influence of the stakeholders on the enterprise in the micro environment, focusing on the characteristics of the purchasing behavior of the Internet consumer and the four parties to the marketing strategy of the enterprise. The influence of the surface.
Then, based on the analysis results of the preceding marketing factors, the paper subdivides the network market, the choice of the target market and the market positioning of the product.
Finally, the paper puts forward the marketing strategy which is in line with the change of network marketing environment, namely, product strategy, pricing strategy, marketing channel strategy, customer relationship management and network advertising strategy.
【學(xué)位授予單位】：湖北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F724.6

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