本文選題：網(wǎng)絡(luò)營銷 + 華龍證券公司��； 參考：《蘭州大學》2014年碩士論文

【摘要】：隨著互聯(lián)網(wǎng)信息技術(shù)在國內(nèi)的迅速普及以及電子技術(shù)的迅猛發(fā)展,我們進入了網(wǎng)絡(luò)經(jīng)濟時代。網(wǎng)絡(luò)營銷也隨著互聯(lián)網(wǎng)的不斷普及應(yīng)運而生。網(wǎng)絡(luò)營銷它是互聯(lián)網(wǎng)環(huán)境下的一種新的營銷方式,它利用信息技術(shù)降低企業(yè)的交易成本、縮短企業(yè)與客戶之間的供應(yīng)鏈、為企業(yè)的生存和發(fā)展提供了一個良好的平臺,進而全面提高了企業(yè)的運營效率和市場競爭力。網(wǎng)絡(luò)營銷也正是依靠這些優(yōu)勢改變了企業(yè)的傳統(tǒng)運作模式,逐漸成為現(xiàn)代企業(yè)營銷體系的核心。企業(yè)能否合理和充分的利用網(wǎng)絡(luò)技術(shù),順利的開展網(wǎng)絡(luò)營銷已經(jīng)成為企業(yè)發(fā)展的重要因素,它也是關(guān)系到企業(yè)未來發(fā)展的關(guān)鍵。 本文在大量閱讀國內(nèi)外有關(guān)互聯(lián)網(wǎng)營銷文獻的基礎(chǔ)上,結(jié)合自身在公司的業(yè)務(wù)實習,對華龍證券有限責任公司的網(wǎng)絡(luò)營銷現(xiàn)狀進行了認真調(diào)查研究,并深入地分析了華龍公司在網(wǎng)絡(luò)營銷方面存在的問題。本文以市場營銷、金融營銷以及網(wǎng)絡(luò)營銷等理論作為全文的理論基礎(chǔ),運用網(wǎng)絡(luò)營銷相關(guān)理論和實際調(diào)研相結(jié)合的方法,對華龍公司的網(wǎng)絡(luò)營銷體系進行了深入的探討研究,針對華龍公司網(wǎng)絡(luò)營銷的不足,從公司網(wǎng)絡(luò)營銷目標市場策略、產(chǎn)品策略、價格策略、渠道策略以及促銷策略五個方面提出了優(yōu)化建議。希望華龍通過從這些方面的優(yōu)化和改進,能夠建立和完善公司的網(wǎng)絡(luò)營銷體系,能夠更加有效的利用網(wǎng)絡(luò)這一平臺,也希望能夠為國內(nèi)其他證券公司的網(wǎng)絡(luò)營銷建設(shè)提供參考。
[Abstract]:With the rapid popularization of Internet information technology in China and the rapid development of electronic technology, we have entered the era of network economy. Network marketing also with the continuous popularity of the Internet emerged as the times require. Network marketing is a new marketing method under the environment of Internet. It uses information technology to reduce the transaction cost of enterprises, shorten the supply chain between enterprises and customers, and provide a good platform for the survival and development of enterprises. In turn, the operation efficiency and market competitiveness of enterprises are improved in an all-round way. Depending on these advantages, network marketing has changed the traditional operation mode of enterprises and gradually become the core of modern enterprise marketing system. Whether the enterprise can make full use of the network technology and carry out the network marketing smoothly has become an important factor of the enterprise development, and it is also the key to the future development of the enterprise. On the basis of reading a large number of domestic and foreign related Internet marketing documents and combining with our own business practice in the company, this paper makes a serious investigation and study on the current situation of the network marketing of Hualong Securities Co., Ltd. And in-depth analysis of Hualong company in the network marketing problems. Based on the theories of marketing, financial marketing and network marketing, this paper makes a deep study on the network marketing system of Hualong Company by combining the theory of network marketing with the actual investigation. Aiming at the deficiency of Hualong Company's network marketing, the paper puts forward some suggestions on optimization from five aspects: target marketing strategy, product strategy, price strategy, channel strategy and promotion strategy. Hope that Hualong from these aspects of optimization and improvement, can establish and improve the company's network marketing system, can more effectively use the network of this platform, but also hope to provide reference for other domestic securities companies in the construction of network marketing.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F832.39;F274

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