【摘要】：湖南鑫合精密機(jī)械股份有限公司是無(wú)紡布后加工和自動(dòng)口罩設(shè)備及無(wú)紡布制品的專(zhuān)業(yè)生產(chǎn)廠家。其技術(shù)力量雄厚，獲國(guó)家發(fā)明專(zhuān)利10多項(xiàng)，具有較強(qiáng)的研發(fā)與制造能力。我國(guó)的傳統(tǒng)企業(yè)在網(wǎng)絡(luò)營(yíng)銷(xiāo)的發(fā)展方面擁有獨(dú)特的優(yōu)勢(shì)，因?yàn)槠湎啾绕渌髽I(yè)有完善的產(chǎn)業(yè)鏈，能夠較快地實(shí)現(xiàn)產(chǎn)業(yè)的革新。由此看來(lái)，網(wǎng)絡(luò)營(yíng)銷(xiāo)能使傳統(tǒng)企業(yè)降低經(jīng)營(yíng)成本，擴(kuò)大市場(chǎng)范圍，使傳統(tǒng)企業(yè)面向全國(guó)，面向全世界發(fā)展。隨著機(jī)械行業(yè)的競(jìng)爭(zhēng)越來(lái)越激烈，很多企業(yè)對(duì)網(wǎng)絡(luò)營(yíng)銷(xiāo)也會(huì)越來(lái)越重視。中小企業(yè)進(jìn)行網(wǎng)絡(luò)營(yíng)銷(xiāo)的前景還是很好的。很多機(jī)械行業(yè)的企業(yè)主在進(jìn)行電子商務(wù)活動(dòng)時(shí)出現(xiàn)盲目跟風(fēng)的現(xiàn)象，很多企業(yè)主對(duì)網(wǎng)絡(luò)一竅不通，并且網(wǎng)絡(luò)意識(shí)薄弱，網(wǎng)站的維護(hù)及網(wǎng)絡(luò)信息的處理也不及時(shí)，這會(huì)給企業(yè)帶來(lái)很多的損失。機(jī)械企業(yè)如果要增強(qiáng)競(jìng)爭(zhēng)實(shí)力，走出發(fā)展困境，那么進(jìn)行恰當(dāng)?shù)木W(wǎng)絡(luò)營(yíng)銷(xiāo)是公司發(fā)展的突破口。只有在熟悉網(wǎng)絡(luò)營(yíng)銷(xiāo)，明白為什么要做網(wǎng)絡(luò)營(yíng)銷(xiāo)，了解公司的網(wǎng)絡(luò)營(yíng)銷(xiāo)應(yīng)該怎么做，才能更好的使網(wǎng)絡(luò)營(yíng)銷(xiāo)為企業(yè)所用，而不是盲目地跟風(fēng)，使網(wǎng)絡(luò)營(yíng)銷(xiāo)成為公司的一個(gè)擺設(shè)。 本文的第一部分介紹了選題的背景并對(duì)國(guó)外和國(guó)內(nèi)的網(wǎng)絡(luò)營(yíng)銷(xiāo)概況進(jìn)行了闡述。本文的第二部分對(duì)網(wǎng)絡(luò)營(yíng)銷(xiāo)的相關(guān)理論進(jìn)行了研究分析，包括：網(wǎng)絡(luò)營(yíng)銷(xiāo)的概念、網(wǎng)絡(luò)營(yíng)銷(xiāo)的特點(diǎn)、網(wǎng)絡(luò)營(yíng)銷(xiāo)的理論基礎(chǔ)、網(wǎng)絡(luò)營(yíng)銷(xiāo)策略的概念、網(wǎng)絡(luò)營(yíng)銷(xiāo)基本策略，然后對(duì)網(wǎng)絡(luò)營(yíng)銷(xiāo)理論和傳統(tǒng)營(yíng)銷(xiāo)理論進(jìn)行了對(duì)比分析。本文的第三部分是在網(wǎng)絡(luò)營(yíng)銷(xiāo)相關(guān)理論的分析的基礎(chǔ)上，提出了湖南鑫合公司應(yīng)該如何進(jìn)行網(wǎng)絡(luò)營(yíng)銷(xiāo)，在此部分，本文對(duì)湖南鑫合公司進(jìn)行簡(jiǎn)要的介紹，然后闡述了機(jī)械行業(yè)網(wǎng)絡(luò)營(yíng)銷(xiāo)的現(xiàn)狀及問(wèn)題，并對(duì)湖南鑫合市場(chǎng)與網(wǎng)絡(luò)營(yíng)銷(xiāo)現(xiàn)狀進(jìn)行了分析，最后是湖南鑫合網(wǎng)絡(luò)營(yíng)銷(xiāo)內(nèi)外環(huán)境分析和SWOT分析。本文的第四部分是在前面的理論基礎(chǔ)與對(duì)湖南鑫合及其所在的行業(yè)進(jìn)行分析研究的基礎(chǔ)上，進(jìn)行了湖南鑫合公司網(wǎng)絡(luò)營(yíng)銷(xiāo)策略的研究。在此部分，，首先確定了湖南鑫合公司網(wǎng)絡(luò)營(yíng)銷(xiāo)的目標(biāo)，并對(duì)湖南鑫合的目標(biāo)市場(chǎng)進(jìn)行了分析與定位，然后對(duì)網(wǎng)絡(luò)營(yíng)銷(xiāo)策略的選擇進(jìn)行了概述，最后提出了具體的網(wǎng)絡(luò)營(yíng)銷(xiāo)方案。文本的最后一部分是湖南鑫合網(wǎng)絡(luò)營(yíng)銷(xiāo)實(shí)施保障，包括人力保障、制度保障和網(wǎng)絡(luò)營(yíng)銷(xiāo)費(fèi)用的預(yù)算。
[Abstract]:Hunan Xinhe Precision Machinery Co., Ltd. is a non-woven fabric after processing and automatic mask equipment and non-woven fabric products professional manufacturers. Its strong technical force, more than 10 national invention patents, with strong R & D and manufacturing capabilities. The traditional enterprises of our country have unique advantages in the development of network marketing because they have perfect industrial chain compared with other enterprises and can quickly realize the innovation of industry. In view of this, the network marketing can make the traditional enterprise reduce the operating cost, enlarge the market scope, make the traditional enterprise face the whole country and face the development of the whole world. With the increasingly fierce competition in the machinery industry, many enterprises will pay more and more attention to network marketing. Small and medium-sized enterprises carry on the prospect of network marketing is very good. Many enterprise owners in the mechanical industry are blindly following the trend when they are engaged in e-commerce activities. Many business owners are ignorant of the network, and have weak network awareness, and the maintenance of websites and the processing of network information are also not timely. This will bring a lot of losses to the enterprise. If mechanical enterprises want to strengthen their competitive strength and get out of the predicament of development, then the proper network marketing is the breakthrough of the development of the company. Only in familiar with network marketing, understand why to do network marketing, understand how the company's network marketing should do, in order to better make the network marketing for enterprises, rather than blindly follow the trend, so that network marketing has become a decoration of the company. The first part of this paper introduces the background of the topic and describes the general situation of foreign and domestic network marketing. The second part of this paper has carried on the research and analysis to the related theory of the network marketing, including: the concept of the network marketing, the characteristic of the network marketing, the theoretical foundation of the network marketing, the concept of the network marketing strategy, the basic strategy of the network marketing. Then the network marketing theory and traditional marketing theory are compared and analyzed. The third part of this paper is based on the analysis of the related theories of network marketing, and puts forward how to carry out network marketing in Hunan Xinhe Company. In this part, this paper briefly introduces Hunan Xinhe Company. Then it expounds the present situation and problems of network marketing in machinery industry, and analyzes the present situation of Xinhe market and network marketing in Hunan. Finally, it analyzes the internal and external environment and SWOT analysis of Hunan Xinhe network marketing. The fourth part of this paper is on the basis of the previous theoretical basis and the analysis of Hunan Xinhe and its industry, and carries on the research of the network marketing strategy of Hunan Xinhe Company. In this part, the goal of network marketing of Hunan Xinhe Company is first determined, and the target market of Hunan Xinhe is analyzed and positioned, then the selection of network marketing strategy is summarized, and the concrete network marketing scheme is put forward. The last part of the text is the implementation guarantee of Hunan Xinhe network marketing, including manpower security, system guarantee and budget of network marketing cost.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.4

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