本文關(guān)鍵詞：基于4V理論的“中網(wǎng)可信網(wǎng)站驗證服務”市場推廣策略研究　出處：《北京郵電大學》2013年碩士論文　論文類型：學位論文

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【摘要】：根據(jù)中國電子商務協(xié)會可信電子商務推進中心、中國可信網(wǎng)站應用推進聯(lián)盟和中網(wǎng)聯(lián)合發(fā)布的《2012年中國網(wǎng)站可信驗證行業(yè)發(fā)展報告》(以下簡稱《報告》)顯示,截至2012年6月底,在有網(wǎng)絡購物經(jīng)歷的網(wǎng)民中,31.8%的人曾直接遭遇釣魚網(wǎng)站或詐騙網(wǎng)站,遇騙的網(wǎng)民的涉騙金額在6000萬以上。在受訪網(wǎng)民中,87.5%的人希望能夠在網(wǎng)站訪問時驗證所訪問的網(wǎng)站的真實身份信息。與此同時,有大量企業(yè)網(wǎng)站(比例達到58.8%)卻因為缺乏信任度而陷入半停滯狀態(tài)。在受訪網(wǎng)站中,有30%的網(wǎng)站表示曾遭到惡意仿冒網(wǎng)站的侵擾,有60%的網(wǎng)站為提升自身的可信度而選擇采用網(wǎng)站可信驗證�？梢哉f,網(wǎng)民對網(wǎng)站誠信或真實身份驗證的需求以及網(wǎng)站自身信任問題的解決,給我國網(wǎng)站建設行業(yè)提出了新的需求,建設“可信型”的網(wǎng)站或?qū)崿F(xiàn)網(wǎng)站“可信”升級已經(jīng)成為國內(nèi)268萬網(wǎng)站共同面臨的新需求。北龍中網(wǎng)(北京)科技有限責任公司(以下簡稱：中網(wǎng))2009年推出的可信網(wǎng)站驗證服務將在網(wǎng)站誠信方面做出一定探索,并已經(jīng)形成了一定的應用規(guī)模,但其不可避免地面臨如何通過市場手段將可信網(wǎng)站服務進行推廣的落地問題。本文通過對網(wǎng)站建設客戶需求的確定、市場機會的分析,自身優(yōu)勢的分析、自身劣勢的反思、市場競爭因素的考慮、可能存在的問題預測等方面的分析,確定可信網(wǎng)站市場推廣策略的改進之處,為中網(wǎng)推進可信網(wǎng)站的市場發(fā)展提供參考。
[Abstract]:According to China Electronic Commerce Association trusted E-Commerce Propulsion Center. China trusted website Application Promotion Alliance and China Network jointly released the 2012 China website trusted Verification Industry Development report (hereinafter referred to as "the report"), as of the end of June 2012. 31.8% of the Internet users who had online shopping experience had been directly exposed to fishing websites or fraud websites, and the amount of fraud involved in the fraud was more than 60 million. In the interviewees, the total amount of fraud was more than 60 million. 87.5% of people want to be able to verify the true identity of the site when they visit it. At the same time. A large number of corporate websites (58. 8%) are semi-stationary because of a lack of trust. Of the sites surveyed, 30% said they had been hacked by malicious phishing sites. In order to enhance the credibility of the website, 60% of the websites choose to use trusted authentication. It can be said that the Internet users of the website integrity or true authentication needs and the solution of the site's own trust problem. Put forward the new demand to our country website construction profession. Building or upgrading "trusted" websites has become a new demand for domestic 2.68 million websites. Beilongzhong (Beijing) Science and Technology Co., Ltd. (hereinafter referred to as Zhongwang). In 2009, the trusted website verification service will explore the integrity of the website. And it has formed a certain application scale, but it inevitably faces the problem of how to popularize the trusted website service through the market means. The analysis of market opportunity, the analysis of its own advantages, the reflection of its own disadvantages, the consideration of market competition factors, and the analysis of possible problems, etc., to determine the improvement of market promotion strategy of credible website. For the network to promote the market development of trusted websites to provide a reference.
【學位授予單位】：北京郵電大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F49

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