【摘要】：網(wǎng)絡(luò)營(yíng)銷(xiāo)經(jīng)濟(jì)是基于互聯(lián)網(wǎng)技術(shù)發(fā)展起來(lái)的一種新經(jīng)濟(jì)模式,與發(fā)達(dá)國(guó)家相比,我國(guó)的網(wǎng)絡(luò)經(jīng)濟(jì)發(fā)展還很滯后,主要受到網(wǎng)絡(luò)營(yíng)銷(xiāo)經(jīng)濟(jì)方面的政策法規(guī)、安全保障、支付系統(tǒng)的完善、個(gè)人信息保密的措施等影響和制約,所以國(guó)內(nèi)很多企業(yè)雖然已經(jīng)意識(shí)到網(wǎng)絡(luò)營(yíng)銷(xiāo)的重要性,但是在實(shí)際運(yùn)營(yíng)中,還沒(méi)有切實(shí)的針對(duì)自己的產(chǎn)品開(kāi)展網(wǎng)絡(luò)營(yíng)銷(xiāo)的策劃和籌建工作,同時(shí),很多企業(yè)在網(wǎng)絡(luò)營(yíng)銷(xiāo)的實(shí)際應(yīng)用過(guò)程中存在著認(rèn)識(shí)和技術(shù)上的諸多問(wèn)題。 隨著電子商務(wù)的興起與發(fā)展,其勢(shì)不可擋的趨勢(shì)也是輪胎企業(yè)普遍認(rèn)同并關(guān)注的。輪胎是涉及安全、安裝等二次服務(wù)的特殊消費(fèi)品,輪胎企業(yè)和消費(fèi)者之間不單純是一次買(mǎi)賣(mài)的關(guān)系,發(fā)展輪胎行業(yè)的網(wǎng)絡(luò)營(yíng)銷(xiāo)模式也不同于其他的日常消費(fèi)品,因?yàn)檫�涉及到指導(dǎo)或幫助消費(fèi)者安裝、使用、維護(hù)等服務(wù)。同時(shí)輪胎也是一種安全產(chǎn)品,關(guān)系到消費(fèi)者的生命安全。國(guó)內(nèi)很少有輪胎企業(yè)建立自己的網(wǎng)絡(luò)銷(xiāo)售系統(tǒng),主要是因?yàn)橄M(fèi)者對(duì)輪胎質(zhì)量和售后服務(wù)問(wèn)題的擔(dān)心,另外,建立自己的網(wǎng)絡(luò)銷(xiāo)售系統(tǒng)還需要考慮到原有銷(xiāo)售渠道的競(jìng)爭(zhēng)問(wèn)題、價(jià)格問(wèn)題、利益的分享、售后服務(wù)等問(wèn)題。 本文通過(guò)對(duì)目前中國(guó)網(wǎng)絡(luò)營(yíng)銷(xiāo)現(xiàn)狀和問(wèn)題的分析,結(jié)合輪胎行業(yè)銷(xiāo)售渠道的特點(diǎn),針對(duì)現(xiàn)營(yíng)銷(xiāo)市場(chǎng)的趨勢(shì)即面向終端消費(fèi)者的思想,提出可以通過(guò)網(wǎng)絡(luò)銷(xiāo)售平臺(tái)的建設(shè),縮短與終端消費(fèi)者的距離,銷(xiāo)售政策可以有效快速的傳遞給終端市場(chǎng),并為企業(yè)的長(zhǎng)期發(fā)展積累自己的忠實(shí)消費(fèi)者和消費(fèi)市場(chǎng)情況等重要信息,這對(duì)企業(yè)在產(chǎn)品研發(fā)、銷(xiāo)售市場(chǎng)的策劃、企業(yè)長(zhǎng)期發(fā)展戰(zhàn)略的制定等方面有非常重要的作用�？紤]到消費(fèi)者對(duì)輪胎產(chǎn)品的安全性及在更換安裝方面的顧慮,針對(duì)A公司如何建立自己的網(wǎng)絡(luò)銷(xiāo)售方案,本文提出了個(gè)人觀點(diǎn),并明確了A公司網(wǎng)絡(luò)銷(xiāo)售方案的總體目標(biāo)：讓消費(fèi)者能夠在網(wǎng)站營(yíng)銷(xiāo)系統(tǒng)上快捷、方便的進(jìn)行輪胎產(chǎn)品的價(jià)格、性能咨詢(xún),輪胎的購(gòu)買(mǎi)、安裝、售后服務(wù)等。同時(shí)對(duì)于網(wǎng)絡(luò)銷(xiāo)售平臺(tái)的預(yù)訂管理、價(jià)格管理、信息管理、售后服務(wù)等的建設(shè)提出了自己的觀點(diǎn)和建議。
[Abstract]:Network marketing economy is a new economic model based on Internet technology. Compared with developed countries, the development of network economy in our country is still lagging behind, which is mainly protected by the policies and regulations of network marketing economy. The perfection of payment system and the measures to keep personal information confidential have influenced and restricted many domestic enterprises, although they have realized the importance of network marketing, but in actual operation, At the same time, many enterprises in the actual application of network marketing process, there are many problems on the understanding and technology. With the rise and development of electronic commerce, its unstoppable trend is generally recognized and concerned by tire enterprises. Tire is a special consumer goods related to safety, installation and other secondary services. The relationship between tire enterprises and consumers is not only one sale, but also different from other daily consumer goods in the development of network marketing model of tire industry. It also involves instructing or helping consumers to install, use, maintain and other services. At the same time, tire is also a kind of safety product, which is related to the life safety of consumers. Few tire enterprises in China have set up their own network sales system, mainly because consumers are worried about tire quality and after-sales service. In addition, the establishment of their own network sales system also needs to take into account the competition of the original sales channels. Price issues, benefit sharing, after-sales service and other issues. Based on the analysis of the current situation and problems of network marketing in China, combined with the characteristics of sales channels in tire industry, and in view of the trend of current marketing market, that is, the idea of facing end consumers, this paper puts forward that the construction of sales platform can be carried out through the network. To shorten the distance from end consumers, sales policies can be effectively and quickly transmitted to the end market, and important information such as loyal consumers and consumer market conditions can be accumulated for the long-term development of enterprises, which is of great importance to enterprises in product research and development. Marketing planning, long-term development strategy of the enterprise has a very important role. Considering the consumers' concerns about the safety of tire products and the replacement and installation of tire products, this paper puts forward a personal view on how to set up its own network sales plan for company A. The overall goal of the network sales plan of company A is defined as follows: to enable consumers to quickly and conveniently carry out tire price, performance consultation, tire purchase, installation, after-sales service and so on the website marketing system. At the same time, the author puts forward his own views and suggestions for the construction of the online sales platform, such as booking management, price management, information management, after-sales service and so on.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F426.72;F274

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