本文選題：電商企業(yè) + 網(wǎng)絡(luò)營銷��； 參考：《大連海事大學(xué)》2013年碩士論文

【摘要】：隨著互聯(lián)網(wǎng)的快速發(fā)展,人類已經(jīng)步入了網(wǎng)絡(luò)經(jīng)濟時代,在改變?nèi)藗兩罘绞降耐瑫r也改變著企業(yè)的生存方式。以電子技術(shù)為代表的第三次科技革命加速了經(jīng)濟全球化的進程,以高科技產(chǎn)業(yè)及信息產(chǎn)業(yè)為基礎(chǔ)的網(wǎng)絡(luò)經(jīng)濟使各國企業(yè)營銷突破了時空界限,傳統(tǒng)的營銷方式已顯現(xiàn)出一定的阻礙,因此網(wǎng)絡(luò)營銷這一基于互聯(lián)網(wǎng)的新型營銷方式正受到越來越多企業(yè)的歡迎,而這也必將成為企業(yè)未來營銷的主要方式。 所謂網(wǎng)絡(luò)營銷就是企業(yè)借助于互聯(lián)網(wǎng)這平臺開展?fàn)I銷活動,以更好地滿足消費者并獲取更大利潤的一種營銷戰(zhàn)略,是信息時代催生的整合了傳統(tǒng)營銷原理和互聯(lián)網(wǎng)互動功能的新型營銷模式,其具備時域性、交互性、經(jīng)濟性和富媒性等特點。網(wǎng)絡(luò)營銷在傳統(tǒng)的營銷理論基礎(chǔ)之上形成了網(wǎng)絡(luò)整合營銷理論、網(wǎng)絡(luò)軟營銷理論、網(wǎng)絡(luò)直復(fù)營銷理論以及網(wǎng)絡(luò)關(guān)系營銷理論,為企業(yè)開展網(wǎng)絡(luò)營銷奠定了良好的理論基礎(chǔ)。 我國處于企業(yè)網(wǎng)絡(luò)營銷的起步階段,雖然這幾年得到了較快速的發(fā)展,但我國整體的網(wǎng)絡(luò)環(huán)境在處于比較低端的水平,互聯(lián)網(wǎng)應(yīng)用水平不高、網(wǎng)絡(luò)基礎(chǔ)設(shè)施建設(shè)薄弱等問題都在一定程度上阻礙了企業(yè)網(wǎng)絡(luò)營銷活動的開展,此外,就已有的企業(yè)網(wǎng)絡(luò)營銷活動而言,各種問題也層出不窮,比如觀念問題、技術(shù)問題、安全問題、配送問題、人才問題以及誠信問題等等,本文通過具體的案例分析探究其中原因,并提出相應(yīng)地對策建議,認(rèn)為應(yīng)從政府、企業(yè)和消費者三個方面著手,政府加強立法和網(wǎng)絡(luò)建設(shè),企業(yè)建立良好的運營機制和盈利模式,消費者改善觀念并提升技能,對癥下藥,解決問題根結(jié)。最后,對于本研究的不足之處也希望末來的專家學(xué)者能夠改進。
[Abstract]:With the rapid development of the Internet, human beings have stepped into the era of network economy. The third revolution in science and technology, represented by electronic technology, has accelerated the process of economic globalization. The network economy, which is based on high-tech industry and information industry, has made the marketing of enterprises in various countries break through the boundaries of time and space. The traditional marketing way has already appeared certain hindrance, therefore the network marketing, the new marketing method based on the Internet, is being welcomed by more and more enterprises, and this will certainly become the main way of the enterprise marketing in the future. The so-called network marketing is a kind of marketing strategy that enterprises carry out marketing activities with the help of the Internet platform in order to better meet consumers and obtain greater profits. It is a new marketing mode which integrates the traditional marketing principle and the interactive function of the Internet. It has the characteristics of time domain, interactivity, economy and rich media. Based on the traditional marketing theory, the network marketing has formed the network integrated marketing theory, the network soft marketing theory, the network direct marketing theory and the network relations marketing theory, has laid the good theoretical foundation for the enterprise to carry out the network marketing. China is in the initial stage of enterprise network marketing. Although it has been developed rapidly in recent years, the overall network environment of our country is at a relatively low level, and the level of Internet application is not high. Problems such as weak network infrastructure construction have to a certain extent hindered the development of enterprise network marketing activities. In addition, as far as the existing enterprise network marketing activities are concerned, various kinds of problems have emerged in endlessly, such as conceptual problems and technical problems. Safety problem, distribution problem, talent problem, honesty problem and so on, this article through the concrete case analysis explores the reason, and puts forward the corresponding countermeasure suggestion, thinks that should start from the government, the enterprise and the consumer three aspects, The government strengthens the legislation and the network construction, the enterprise establishes the good operation mechanism and the profit pattern, the consumer improves the idea and the enhancement skill, provides the right medicine, solves the problem root cause. Finally, for the shortcomings of this study also hope that the last experts and scholars can improve.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F273.2;F426.6

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本文編號：1850521