本文選題：網(wǎng)絡(luò)銷售　切入點：模式　出處：《上海交通大學(xué)》2011年碩士論文

【摘要】：雖然近年來國內(nèi)互聯(lián)網(wǎng)絡(luò)以及電子商務(wù)都相繼取得了一些成績,但是企業(yè)利用互聯(lián)網(wǎng)進(jìn)行網(wǎng)絡(luò)銷售的情況還不容樂觀,同國外發(fā)達(dá)國家相比尚有一定的差距。在這樣的背景下,我國中小企業(yè)如何應(yīng)對國際市場環(huán)境的變化和新技術(shù)的應(yīng)用,調(diào)整營銷策略,充分發(fā)揮自身優(yōu)勢,積極開發(fā)網(wǎng)絡(luò)銷售技術(shù),尋求以多種渠道打開產(chǎn)品銷路,利用網(wǎng)絡(luò)來快速地調(diào)整生產(chǎn),以期提高自身的適應(yīng)能力,從而能夠在激烈的競爭中取勝顯得非常重要。本文以研究中小企業(yè)網(wǎng)絡(luò)銷售模式出發(fā),仔細(xì)考量了發(fā)達(dá)國家已經(jīng)成功運作的銷售模式,采用定量及定性的研究方法,結(jié)合我國目前網(wǎng)絡(luò)環(huán)境和中小企業(yè)發(fā)展現(xiàn)狀,提出我國中小企業(yè)網(wǎng)絡(luò)銷售的模式,作出一定的評價,希望能從中摸索出一些中小企業(yè)開展網(wǎng)絡(luò)銷售的新道路。 本文對目前中小企業(yè)網(wǎng)絡(luò)銷售的狀況進(jìn)行了全面系統(tǒng)的分析。首先對中小企業(yè)網(wǎng)絡(luò)銷售的現(xiàn)狀進(jìn)行了闡述,并對存在的問題做了一定的總結(jié)。其次,對中小企業(yè)網(wǎng)絡(luò)銷售的環(huán)境進(jìn)行了深入分析,從技術(shù)環(huán)境,經(jīng)濟(jì)環(huán)境,政策法律環(huán)境,消費環(huán)境,做了全面的分析,并論述了這種環(huán)境下中小企業(yè)網(wǎng)絡(luò)銷售所面臨的機遇及障礙。尤其是針對目前的消費環(huán)境下,消費者特征及行為的變化,溝通模式和客戶關(guān)系的變化做了深入研究,為以下討論中小企業(yè)網(wǎng)絡(luò)銷售的模式進(jìn)行了理論鋪墊。 本文著重討論中小企業(yè)網(wǎng)絡(luò)銷售的模式問題。首先,討論了國外成熟的網(wǎng)絡(luò)銷售模式,這是可以借鑒的經(jīng)驗。其次,以消費者為導(dǎo)向,結(jié)合企業(yè)網(wǎng)絡(luò)銷售策略,構(gòu)勒出消費刺激模式,互動溝通模式,數(shù)據(jù)庫營銷模式三個類型并分別做了闡述。消費刺激模式下,企業(yè)可采用的策略有網(wǎng)絡(luò)廣告策略,虛擬社區(qū)發(fā)布策略,網(wǎng)站設(shè)計策略及在線拍賣策略等。在互動溝通模式,企業(yè)可采用的策略有E-mail營銷策略,FAQ設(shè)計策略,BBS銷售策略,博客互動營銷策略等。在數(shù)據(jù)庫營銷模式下,企業(yè)可采用的策略有數(shù)據(jù)營銷策略,SEO營銷策略。并就這些策略的應(yīng)用做了進(jìn)一步分析。 本文試結(jié)合中小企業(yè)網(wǎng)絡(luò)銷售的模式討論企業(yè)網(wǎng)絡(luò)銷售評估方法及對策。首先,對中小企業(yè)網(wǎng)絡(luò)銷售評估的必要性作了分析,闡述了評價指標(biāo)。其次,總結(jié)了宏觀和微觀層面對中小企業(yè)網(wǎng)絡(luò)銷售的對策。宏觀層面上應(yīng)注意做好規(guī)劃工程,加強信息建設(shè),引進(jìn)專業(yè)人才,提高服務(wù)質(zhì)量。微觀層面上應(yīng)注意因時制宜地采用合適的網(wǎng)絡(luò)銷售模式及制定網(wǎng)絡(luò)銷售策略。
[Abstract]:Although the domestic Internet and e-commerce have made some achievements in recent years, the situation of enterprises using the Internet for network sales is still not optimistic, compared with the developed countries, there is still a certain gap.Under this background, how to deal with the changes of the international market environment and the application of new technology, adjust the marketing strategy, give full play to our own advantages, actively develop the network sales technology, and seek to open up the product market through a variety of channels, and how to deal with the changes in the international market environment and the application of new technology.It is very important to use the network to adjust production quickly in order to improve its adaptability and win in the fierce competition.Based on the research of the network sales model of small and medium-sized enterprises, this paper has carefully considered the successful operation of the sales model in developed countries, adopted quantitative and qualitative research methods, combined with the current network environment of our country and the development status of small and medium-sized enterprises.This paper puts forward the mode of network sales of small and medium-sized enterprises in our country, and makes a certain evaluation, hoping to find out a new way for some small and medium-sized enterprises to carry out network sales.This article carries on the comprehensive and systematic analysis to the present small and medium-sized enterprise network sale condition.First of all, the status of network sales of small and medium-sized enterprises is expounded, and the existing problems are summarized.Secondly, it makes a thorough analysis on the environment of network sales of small and medium-sized enterprises, including the technological environment, economic environment, policy and law environment, consumption environment, and makes a comprehensive analysis.This paper also discusses the opportunities and obstacles faced by the network sales of small and medium-sized enterprises in this environment.Especially in the current consumption environment, the changes of consumer characteristics and behavior, communication mode and customer relationship changes have been deeply studied, which provides a theoretical basis for the following discussion of SME network sales model.This paper mainly discusses the mode of network sales of small and medium-sized enterprises.First of all, discussed the foreign mature network sales model, this is the experience which can draw lessons from.Secondly, the consumer-oriented, combined with the enterprise network sales strategy, the structure of consumption stimulus model, interactive communication model, database marketing model three types and respectively elaborated.Under the mode of consumption stimulation, the strategies that enterprises can adopt include online advertising strategy, virtual community publishing strategy, website design strategy and online auction strategy.In the interactive communication mode, the strategies that enterprises can adopt include E-mail marketing strategy, E-mail design strategy, blog interactive marketing strategy and so on.In database marketing mode, enterprises can adopt data marketing strategy and SEO marketing strategy.The application of these strategies is further analyzed.This paper tries to discuss the evaluation methods and countermeasures of network sales of small and medium-sized enterprises combined with the model of network sales.First of all, the necessity of network sales evaluation of small and medium-sized enterprises is analyzed, and the evaluation index is expounded.Secondly, it summarizes the macro-and micro-level to the small and medium-sized enterprise network sale countermeasure.At the macro level, attention should be paid to planning and engineering, strengthening information construction, introducing professionals and improving service quality.At the micro level, we should adopt the appropriate network sales mode and formulate the network sales strategy according to the situation.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：F724.6;F276.3

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