本文選題：網(wǎng)絡營銷策略 + 網(wǎng)絡營銷環(huán)境�。� 參考：《湖北工業(yè)大學》2012年碩士論文

【摘要】：網(wǎng)絡正以迅猛的速度進入人們生活的各個方面。如今人們獲取信息、購買產(chǎn)品、生活娛樂都依賴網(wǎng)絡，，就連發(fā)表觀點、評價事物也離不開網(wǎng)絡，甚至連人際交往都依托于網(wǎng)絡平臺，可以說現(xiàn)代生活已經(jīng)全面進入了網(wǎng)絡時代。 網(wǎng)絡時代的到來不僅影響了人們的生活方式，而且對企業(yè)的營銷環(huán)境及與之對應的營銷方式同樣有著巨大的影響。如何利用現(xiàn)有營銷理論設計出符合公司網(wǎng)絡營銷的全套營銷策略以積極應對營銷環(huán)境的變化，減少企業(yè)的風險，讓企業(yè)把握機遇實現(xiàn)成長是本論文要解決的問題。論文分析了當今網(wǎng)絡營銷環(huán)境的各種變化，特別是網(wǎng)絡營銷環(huán)境下消費者的行為變化，在此基礎上形成的營銷策略具有很強可操作性。 首先，論文對市場營銷、網(wǎng)絡營銷、消費者購買行為的相關理論進行了綜述。 其次，論文研究影響網(wǎng)絡營銷的各種因素。這些影響因素主要包括了宏觀環(huán)境中的經(jīng)濟、政治、技術、人口、社會和自然因素，微觀環(huán)境中的企業(yè)利益相關者對企業(yè)的影響，重點闡述了網(wǎng)絡消費者的購買行為特點及其對企業(yè)營銷策略四個方面的影響。 然后，基于前面的營銷影響因素分析結果，論文對網(wǎng)絡市場進行了細分、目標市場的選擇和產(chǎn)品的市場定位。 最后，論文提出了符合網(wǎng)絡營銷環(huán)境變化的營銷策略，即產(chǎn)品策略、定價策略、營銷渠道策略、客戶關系管理和網(wǎng)絡廣告策略。
[Abstract]:The network is entering all aspects of people's life at a rapid speed. Nowadays, people get information, purchase products, live and entertainment all rely on the network, even publish views, evaluate things also can not be separated from the network, even the interpersonal communication depends on the network platform, which can be said that modern life has already entered the network age.
The arrival of the Internet age not only affects people's way of life, but also has a huge impact on the marketing environment and the corresponding marketing methods. How to use the existing marketing theory to design a whole marketing strategy that is in line with the company's network marketing to actively cope with the changes in the marketing environment, reduce the risk of the enterprise, and let the enterprise To grasp the opportunity to achieve growth is a problem to be solved in this paper. This paper analyzes the changes in the current network marketing environment, especially the behavior changes of consumers in the network marketing environment. On this basis, the marketing strategy is very strong and operable.
First, the paper reviews the relevant theories of marketing, Internet marketing and consumer buying behavior.
Secondly, the paper studies the factors that affect the network marketing, which mainly include the economic, political, technical, demographic, social and natural factors in the macro environment, and the influence of the stakeholders on the enterprise in the micro environment, focusing on the characteristics of the purchasing behavior of the Internet consumer and the four parties to the marketing strategy of the enterprise. The influence of the surface.
Then, based on the analysis results of the preceding marketing factors, the paper subdivides the network market, the choice of the target market and the market positioning of the product.
Finally, the paper puts forward the marketing strategy which is in line with the change of network marketing environment, namely, product strategy, pricing strategy, marketing channel strategy, customer relationship management and network advertising strategy.
【學位授予單位】：湖北工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F274;F724.6

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