本文關(guān)鍵詞： 網(wǎng)絡(luò)營(yíng)銷策略 網(wǎng)絡(luò)公關(guān) 網(wǎng)絡(luò)廣告 網(wǎng)絡(luò)營(yíng)銷渠道 網(wǎng)絡(luò)顧客服務(wù)　出處：《西南交通大學(xué)》2002年碩士論文　論文類型：學(xué)位論文

【摘要】： 新一代信息傳播媒體—國(guó)際互聯(lián)網(wǎng)的出現(xiàn)，在世紀(jì)之交扣響了信息時(shí)代的大門，作為互聯(lián)網(wǎng)商務(wù)應(yīng)用領(lǐng)域里最重要一環(huán)的市場(chǎng)營(yíng)銷，其模式也隨之揭開了新的一頁，即網(wǎng)絡(luò)營(yíng)銷。從各方面來看，我國(guó)的網(wǎng)絡(luò)營(yíng)銷還處于不成熟階段。中國(guó)的入世，意味著我國(guó)的企業(yè)會(huì)面臨更激烈的互聯(lián)網(wǎng)上的競(jìng)爭(zhēng)，而國(guó)內(nèi)企業(yè)對(duì)自身步入網(wǎng)絡(luò)的緊迫感認(rèn)識(shí)之不足，影響著企業(yè)發(fā)展網(wǎng)絡(luò)營(yíng)銷的積極性；同時(shí)，國(guó)內(nèi)企業(yè)對(duì)適合我國(guó)國(guó)情的網(wǎng)絡(luò)營(yíng)銷具體實(shí)施策略不正確的認(rèn)識(shí)和實(shí)施，，則從根本上制約著其網(wǎng)絡(luò)營(yíng)銷前進(jìn)的步伐，進(jìn)而也阻礙著我國(guó)企業(yè)電子商務(wù)的后續(xù)發(fā)展。 本文從對(duì)網(wǎng)絡(luò)營(yíng)銷基礎(chǔ)知識(shí)的簡(jiǎn)單回顧入手，針對(duì)適合我國(guó)國(guó)情和企業(yè)營(yíng)銷現(xiàn)狀的五種網(wǎng)絡(luò)營(yíng)銷策略進(jìn)行了深入分析，在前人的基礎(chǔ)上，所作的主要工作簡(jiǎn)單歸結(jié)為以下幾條： (1)參照傳統(tǒng)市場(chǎng)調(diào)研，本文提出了網(wǎng)絡(luò)市場(chǎng)調(diào)研的5個(gè)步驟。在對(duì)眾多在線問卷調(diào)查分析的基礎(chǔ)上，本文提出設(shè)計(jì)在線問卷的五個(gè)注意點(diǎn)，進(jìn)而對(duì)網(wǎng)絡(luò)市場(chǎng)凋研所用到的工具進(jìn)行了闡述。網(wǎng)絡(luò)市場(chǎng)調(diào)研可用的網(wǎng)絡(luò)資源有許多種，本文突出點(diǎn)在于提出了一種較新的見解，即商業(yè)性網(wǎng)站的使用，其中重點(diǎn)分析了商務(wù)性網(wǎng)站-阿里巴巴網(wǎng)站上網(wǎng)絡(luò)市場(chǎng)調(diào)研對(duì)有關(guān)工具的使用。 (2)提出了危機(jī)公關(guān)的新概念。網(wǎng)絡(luò)帶給企業(yè)最大的好處之一是信息的快速和海量傳遞，任何事情都能通過網(wǎng)絡(luò)迅速并成倍放大地傳遞到每一個(gè)受眾面前。由于企業(yè)或者社會(huì)上某項(xiàng)特殊事件引發(fā)的變化，對(duì)于一個(gè)企業(yè)或一個(gè)品牌有可能產(chǎn)生不良影響，并在短時(shí)間內(nèi)通過網(wǎng)絡(luò)傳播并涉及到相當(dāng)廣的社會(huì)層而，這種不良影響對(duì)于企業(yè)或品牌來講就是一種危機(jī)，如何去消除其不良影響，恢復(fù)公眾信任，重塑企業(yè)形象就是本文所闡述的危機(jī)公關(guān)。本文突出點(diǎn)在于對(duì)危機(jī)公關(guān)進(jìn)行了細(xì)致的研究，舉出了正、反兩方面的業(yè)界案例，并提出危機(jī)公關(guān)策略實(shí)施的三步驟。 (3)對(duì)網(wǎng)絡(luò)廣告現(xiàn)存的幾種主要的計(jì)價(jià)模式的優(yōu)缺點(diǎn)進(jìn)行了詳細(xì)的分析。幾種計(jì)價(jià)模式中，相比較而言，CPM和包月方式對(duì)網(wǎng)站較有利，網(wǎng)站收 西南交通大學(xué)碩土研究生學(xué)位論文＿第11 頁 入較有保障，因而網(wǎng)站普遍愿意采用，而CPC、CPA、CPP則對(duì)進(jìn)行網(wǎng)絡(luò)廣 告刨肖的企業(yè)有利，本義還對(duì)囚外新出現(xiàn)的一貝：收冊(cè)楔式！叩1’進(jìn)行了評(píng)價(jià)。 在我四企業(yè)運(yùn)用網(wǎng)絡(luò)廣告進(jìn)行營(yíng)銷的過程中，筆者認(rèn)為存在著三個(gè)方面的 誤區(qū)，即網(wǎng)站選擇上的誤區(qū)、網(wǎng)絡(luò)廣告效果評(píng)估上的誤區(qū)和網(wǎng)絡(luò)廣告設(shè)計(jì) 創(chuàng)意上的誤區(qū)，考慮到我國(guó)企業(yè)網(wǎng)絡(luò)廣告的現(xiàn)狀和存在的誤區(qū)，本文提出 了針對(duì)我國(guó)網(wǎng)絡(luò)廣告發(fā)展的策略。 …）分析了網(wǎng)絡(luò)營(yíng)銷渠道相比較于傳統(tǒng)營(yíng)銷渠道的優(yōu)勢(shì)，評(píng)價(jià)了網(wǎng)絡(luò) 營(yíng)銷渠道的三種類型，并認(rèn)為雙渠道法是企業(yè)網(wǎng)絡(luò)營(yíng)銷渠道的最佳選擇。 提出了針對(duì)我國(guó)企業(yè)現(xiàn)狀的營(yíng)銷渠道整合策略，即網(wǎng)絡(luò)營(yíng)銷渠道與傳統(tǒng)營(yíng) 銷渠道的整合，經(jīng)過信息化后的分銷商在我國(guó)企業(yè)的市場(chǎng)營(yíng)銷中，其部分 作用是網(wǎng)絡(luò)營(yíng)銷渠道無法替代的，即分銷商在我國(guó)現(xiàn)在有其生存的環(huán)境， 我田企業(yè)夜開發(fā)網(wǎng)絡(luò)營(yíng)奶渠沮的同時(shí)，只有硼介現(xiàn)存的分俐商并促使其不 斷提高效率，才有可能在末來的營(yíng)銷市場(chǎng)上立于不敗之地。 本文對(duì)五種策略中的每種策略的闡述都列舉了詳實(shí)的案例，如在第五 章末附加了筆者對(duì)Amazon書店的網(wǎng)絡(luò)廣告策略的述評(píng)；在第六章第二節(jié)末 對(duì)我網(wǎng)的8848商務(wù)網(wǎng)站的網(wǎng)紹作悄渠進(jìn)策略進(jìn)行了述評(píng)，筆稈認(rèn)為8848 網(wǎng)站考慮了我國(guó)的國(guó)情和網(wǎng)絡(luò)營(yíng)銷的現(xiàn)狀，采用的正是整合營(yíng)銷渠道策略。 互聯(lián)網(wǎng)儀術(shù)在不斷地進(jìn)步，其砌務(wù)應(yīng)用面在不斷拓展，現(xiàn)論和實(shí)踐的 知以也在不斷豐富，本義淤以筆甘所識(shí)所學(xué)，闡述白己對(duì)我國(guó)企業(yè)網(wǎng)絡(luò)哲 銷實(shí)施中的一些見解，以期對(duì)我國(guó)企業(yè)的網(wǎng)絡(luò)營(yíng)銷實(shí)踐有所幫助。
[Abstract]:A new generation of information media and the Internet, at the turn of the century, knocked on the door to the information age, as the most important part of the marketing business application in Internet, the pattern also opened a new page, that is network marketing. From the point of view, China's network marketing at the mature stage. Chinese's accession to the WTO, means that China's enterprises will face more fierce competition on the Internet, and domestic enterprises to enter the Internet on their own pressing sense of inadequacy, affect the enthusiasm of enterprises in the development of network marketing; at the same time, domestic enterprises suitable for China's Internet Marketing knowledge and the implementation of the specific implementation strategy is not correct, it fundamentally restrict the pace of its network marketing, and also hinder the subsequent development of e-commerce enterprises in our country.
Based on a brief review of the basic knowledge of network marketing, this paper analyzes five kinds of network marketing strategies which are suitable for China's national conditions and the current marketing situation of enterprises. On the basis of previous works, the main work is simply summarized as follows:
(1) according to the traditional market research, this paper puts forward 5 steps of network marketing research. On the basis of investigation and analysis of many online questionnaire, this paper proposes five points design of online questionnaire, and then the network Market Research Institute used wither tools are described. The network market research available cyber source has many in this paper, prominent point is to put forward a new opinion, namely the use of commercial websites, which focuses on the use of business website - Alibaba website network marketing research on related tools.
(2) put forward the new concept of public relations crisis. One of the benefits of Internet brings to the enterprises is the information fast and mass transfer, anything can be put through the network quickly and delivered to the earth multiplied in front of every audience. Because of the change of enterprise or society on a special event, for an enterprise or a a brand may have adverse effects, and in a short time through the network communication and relates to a wide social layer, the adverse effect for the enterprise or the brand is a kind of crisis, how to eliminate the adverse effects, restore public trust, is to reshape the image of the enterprise in this paper. This paper highlights the public relations crisis is the public relations crisis for a detailed study, cited are two aspects of the industry, the case, and put forward three steps to implement crisis public relations strategy.
(3) the advantages and disadvantages of several main valuation modes of online advertising are analyzed in detail. In several valuation modes, CPM and monthly mode are more favorable for websites.
Southwest Jiao Tong University master dissertation eleventh page
It is more secure, so the website is generally willing to adopt, while CPC, CPA, and CPP are widely used in the network.
It is advantageous to inform the enterprises of Shaw, and the original meaning of the newly appeared shellfish outside the prisoner: the collection wedge type! 1 '.
In the process of using Internet advertising for the four enterprises to carry out marketing, I think there are three aspects.
Misunderstandings, the misunderstandings on the website selection, the misunderstanding on the evaluation of the effect of the network advertising and the design of the network advertising
The misunderstanding of creativity, taking into account the current situation and existing misunderstandings of Chinese enterprise network advertising, is put forward in this paper.
The strategy for the development of Internet advertising in China.
... The network marketing channel compares the advantages compared with the traditional marketing channel, and evaluates the network
Three types of marketing channels, and that the double channel is the best choice for the enterprise network marketing channels.
The marketing channel integration strategy, which is the network marketing channel and the traditional battalion, is put forward in view of the current situation of China's enterprises.
The integration of marketing channels is part of the marketing of the distributors in China after informatization.
The role of the network marketing channel can not be replaced, that is, the distributor in our country now has its survival environment,
The development of enterprise network marketing channel. The night milk I field at the same time, only the existing boron mediated Li business and make it not
In order to improve efficiency, it is possible to be invincible in the marketing market at the end of the year.
This article enumerates detailed cases of each of the five strategies, such as Fifth
At the end of the chapter, the author's comments on the Internet advertising strategy of Amazon bookstore; at the end of the sixth chapter and the end of the second section
8848 business website on the network the network for the strategy of Qu Qiao, pen stalk 8848
The website takes into account the situation of our country and the current situation of network marketing, and it adopts the strategy of integrating marketing channels.
In the continuous progress of the Internet, the application surface of the construction of the Internet is constantly expanding, now and in practice.
The knowledge is also constantly enriched, the original meaning silted up with the knowledge of Gump, and elaborated on the network philosophy of our enterprise.
Some ideas in the implementation of marketing are expected to help the practice of network marketing in Chinese enterprises.

【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2002
【分類號(hào)】：F274

【引證文獻(xiàn)】

相關(guān)期刊論文 前3條

1 沃海措;王光輝;遲菲;陳安;;網(wǎng)絡(luò)營(yíng)銷危機(jī)及其應(yīng)對(duì)機(jī)制研究[J];科技促進(jìn)發(fā)展;2013年03期

2 梅m

本文編號(hào)：1484944