本文選題：小微外貿(mào)企業(yè) + 超硬材料行業(yè)��； 參考：《河南工業(yè)大學(xué)》2017年碩士論文

【摘要】：網(wǎng)絡(luò)營(yíng)銷是借助網(wǎng)絡(luò)、通信和數(shù)字媒體技術(shù)實(shí)現(xiàn)營(yíng)銷目標(biāo)的一種商務(wù)活動(dòng),它拓寬了企業(yè)的營(yíng)銷渠道,打破了企業(yè)規(guī)模等限制因素,使得小微企業(yè)也可以開(kāi)展外貿(mào)活動(dòng)。我國(guó)的網(wǎng)絡(luò)營(yíng)銷起步較晚,但近年來(lái)發(fā)展迅速,越來(lái)越多的小微企業(yè)開(kāi)始使用網(wǎng)絡(luò)營(yíng)銷。鄭州AW公司是一家2013年成立的小微外貿(mào)企業(yè),主要從事金剛石及其相關(guān)制品,本文以鄭州AW公司為研究對(duì)象,探討其網(wǎng)絡(luò)營(yíng)銷中存在的問(wèn)題,并提出相應(yīng)的優(yōu)化方案。本文首先在研究了網(wǎng)絡(luò)營(yíng)銷的相關(guān)理論,并分析了鄭州AW公司網(wǎng)絡(luò)營(yíng)銷的內(nèi)外部環(huán)境。接著,通過(guò)調(diào)查問(wèn)卷發(fā)現(xiàn)了鄭州AW公司在網(wǎng)絡(luò)營(yíng)銷時(shí)存在的兩大問(wèn)題:網(wǎng)絡(luò)營(yíng)銷體系不完善和客戶滿意度不高。然后,通過(guò)魚(yú)骨圖的深入分析,得出了完善網(wǎng)絡(luò)營(yíng)銷策略和提高客戶滿意度的優(yōu)化對(duì)策,如擴(kuò)寬網(wǎng)絡(luò)營(yíng)銷渠道;優(yōu)化公司網(wǎng)站建設(shè);有效控制成本;減少人員流動(dòng)性;調(diào)查出口市場(chǎng);增強(qiáng)同國(guó)外客戶的溝通與交流;加強(qiáng)對(duì)業(yè)務(wù)人員的培訓(xùn);提高服務(wù)的及時(shí)性�？偟膩�(lái)說(shuō),本文在研究網(wǎng)絡(luò)營(yíng)銷的概念、特點(diǎn)及方式等基礎(chǔ)上,通過(guò)調(diào)查問(wèn)卷分析了鄭州AW公司網(wǎng)絡(luò)營(yíng)銷存在的問(wèn)題,并提出能夠指導(dǎo)鄭州AW公司工作實(shí)踐的對(duì)策。鄭州AW公司完全符合小微外貿(mào)企業(yè)的特點(diǎn),通過(guò)本文的研究,不僅能夠使鄭州AW公司的網(wǎng)絡(luò)營(yíng)銷策略得到優(yōu)化,也可以為其他小微外貿(mào)企業(yè)網(wǎng)絡(luò)營(yíng)銷策略的建立及優(yōu)化過(guò)程提供參考。
[Abstract]:Network marketing is a kind of business activity which realizes the marketing goal with the help of network, communication and digital media technology. It broadens the marketing channels of enterprises, breaks the limitation factors such as enterprise scale, and makes small and micro enterprises carry out foreign trade activities. China's network marketing started late, but in recent years, more and more small and micro enterprises begin to use network marketing. Zhengzhou AW Company is a small and micro foreign trade enterprise established in 2013, mainly engaged in diamond and its related products. This paper takes Zhengzhou AW Company as the research object, discusses the problems existing in its network marketing, and puts forward the corresponding optimization scheme. This paper first studies the related theory of network marketing, and analyzes the internal and external environment of Zhengzhou AW company. Then, through the questionnaire, we find two problems in the network marketing of Zhengzhou AW Company: imperfect network marketing system and low customer satisfaction. Then, through the in-depth analysis of fish bone map, the optimization countermeasures to improve the network marketing strategy and improve customer satisfaction are obtained, such as broadening the network marketing channels, optimizing the construction of the company's website, effectively controlling the cost, reducing the staff mobility; Investigate export market; enhance communication and communication with foreign customers; strengthen training of business personnel; improve timeliness of service. On the basis of studying the concept, characteristics and methods of network marketing, this paper analyzes the problems existing in the network marketing of Zhengzhou AW Company by questionnaire, and puts forward some countermeasures to guide the work practice of Zhengzhou AW Company. Zhengzhou AW Company fully conforms to the characteristics of small and micro foreign trade enterprises. Through the research of this paper, not only can the network marketing strategy of Zhengzhou AW Company be optimized, It can also provide reference for the establishment and optimization of network marketing strategies of other small and micro foreign trade enterprises.
【學(xué)位授予單位】：河南工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F752.6;F724.6;F274

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本文編號(hào)：2004840