本文選題：網(wǎng)絡(luò)營銷 + 營銷策略��； 參考：《西安理工大學(xué)》2006年碩士論文

【摘要】：當(dāng)代的信息技術(shù)革命，特別是以Internet為核心的網(wǎng)絡(luò)技術(shù)的發(fā)展與應(yīng)用，使整個(gè)社會(huì)步入了全新的網(wǎng)絡(luò)經(jīng)濟(jì)時(shí)代。在這個(gè)時(shí)代，市場競爭規(guī)則、經(jīng)濟(jì)增長方式乃至社會(huì)生活方式都發(fā)生著劇烈變化。在網(wǎng)絡(luò)經(jīng)濟(jì)不斷發(fā)展的背景之下，營銷環(huán)境也發(fā)生了根本的變化：營銷過程虛擬化，消費(fèi)者身份虛擬化、消費(fèi)者購買行為網(wǎng)絡(luò)化，營銷行為虛擬化、網(wǎng)絡(luò)化，廣告、調(diào)查、分銷、購物結(jié)算等都通過互聯(lián)網(wǎng)而轉(zhuǎn)變?yōu)閿?shù)字化行為。從而引發(fā)了營銷資源需要重新組合，營銷組織需要重新設(shè)計(jì)，傳統(tǒng)的營銷運(yùn)作方式需要?jiǎng)?chuàng)新，而網(wǎng)絡(luò)營銷正是以互聯(lián)網(wǎng)技術(shù)為基礎(chǔ)的高新技術(shù)與營銷資源融合在一起的新的營銷模式。 筆者主要圍繞“什么是企業(yè)網(wǎng)絡(luò)營銷”和“企業(yè)如何發(fā)展網(wǎng)絡(luò)營銷”兩個(gè)基本問題，提出了企業(yè)網(wǎng)絡(luò)營銷發(fā)展的具體對策，以經(jīng)緯公司作為實(shí)證研究對象，構(gòu)建了該公司的網(wǎng)絡(luò)營銷應(yīng)用集成平臺(tái)系統(tǒng)。 論文首先通過研究網(wǎng)絡(luò)營銷的產(chǎn)生和發(fā)展現(xiàn)狀，指出網(wǎng)絡(luò)營銷是當(dāng)今電子商務(wù)實(shí)現(xiàn)的基礎(chǔ)和發(fā)展的主流。在此基礎(chǔ)上，研究了網(wǎng)絡(luò)環(huán)境下市場環(huán)境的性質(zhì)和特點(diǎn)，包括網(wǎng)絡(luò)營銷的理論基礎(chǔ)和支持條件、網(wǎng)絡(luò)市場調(diào)研、網(wǎng)絡(luò)市場營銷戰(zhàn)略計(jì)劃的制定、網(wǎng)站策略、網(wǎng)絡(luò)顧客服務(wù)策略；并在上述理論指導(dǎo)下，通過研究經(jīng)緯公司的網(wǎng)絡(luò)營銷現(xiàn)狀以及分析未來發(fā)展目標(biāo)，為經(jīng)緯公司的網(wǎng)上營銷系統(tǒng)提出了可行的方案，包括系統(tǒng)總體設(shè)計(jì)、網(wǎng)站定位、系統(tǒng)功能等。經(jīng)緯公司網(wǎng)絡(luò)營銷系統(tǒng)應(yīng)用集成研究內(nèi)容包括應(yīng)用集成目標(biāo)、應(yīng)用集成架構(gòu)等，最終為經(jīng)緯公司設(shè)計(jì)了可以適時(shí)逐步實(shí)現(xiàn)的網(wǎng)絡(luò)營銷應(yīng)用集成平臺(tái)。
[Abstract]:The modern information technology revolution, especially the development and application of Internet technology, makes the whole society step into a new era of network economy. In this era, the rules of market competition, the way of economic growth and even the way of social life have undergone drastic changes. Under the background of the continuous development of the network economy, the marketing environment has also undergone fundamental changes: marketing process virtualization, consumer identity virtualization, consumer purchase behavior networking, marketing behavior virtualization, networking, advertising, investigation, Distribution, shopping settlement and so on through the Internet and transformed into digital behavior. As a result, marketing resources need to be recombined, marketing organizations need to be redesigned, and traditional marketing operations need to be innovated. Network marketing is a new marketing model which combines high-tech and marketing resources based on internet technology. Focusing on the two basic problems of "what is enterprise network marketing" and "how to develop enterprise network marketing", the author puts forward the concrete countermeasures for the development of enterprise network marketing, taking Jingwei Company as the empirical research object. The network marketing application integration platform system of the company is constructed. Firstly, the paper points out that network marketing is the foundation and the mainstream of the development of e-commerce by studying the emergence and development of internet marketing. On this basis, the paper studies the nature and characteristics of the market environment under the network environment, including the theoretical basis and supporting conditions of the network marketing, the network market research, the establishment of the network marketing strategy plan, the website strategy, the network customer service strategy; Under the guidance of the above theory, by studying the current situation of Jingwei Company's network marketing and analyzing the future development goal, the author puts forward feasible scheme for Jingwei Company's online marketing system, including the overall design of the system, the location of the website, the system function and so on. The application integration research content of Jingwei company's network marketing system includes application integration goal, application integration framework and so on. Finally, it designs a network marketing application integration platform which can be realized step by step in time for Jingwei company.
【學(xué)位授予單位】：西安理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2006
【分類號(hào)】：F713.36

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本文編號(hào)：2057543