本文選題：中小企業(yè) + B2C網(wǎng)絡(luò)營銷��； 參考：《南昌大學(xué)》2009年碩士論文

【摘要】： 伴隨著互聯(lián)網(wǎng)技術(shù)的發(fā)展,使得網(wǎng)民的數(shù)量以驚人的速度增長,網(wǎng)絡(luò)已經(jīng)成為我們生活的重要組成部分,網(wǎng)上購物也由于其快速、便捷、無時空限制等特點被越來越多的消費者所接受。全球金融危機的爆發(fā),使國內(nèi)中小企業(yè)生存環(huán)境日益惡劣,傳統(tǒng)的營銷方式已不能適應(yīng)新環(huán)境的要求,越來越多的中小企業(yè)借助B2C電子商務(wù)開展網(wǎng)絡(luò)營銷以擺脫困境。中小企業(yè)要想做好B2C網(wǎng)絡(luò)營銷,必須先了解它所面對的顧客的目標(biāo)市場,只有對市場的消費者有了足夠的認識,才能針對目標(biāo)消費者制定出相應(yīng)的營銷策略,滿足消費者的需求,提高企業(yè)的網(wǎng)絡(luò)營銷績效,從而使企業(yè)獲得相應(yīng)的回報。 本文根據(jù)國內(nèi)外相關(guān)研究成果、網(wǎng)絡(luò)營銷和B2C電子商務(wù)的相關(guān)理論,結(jié)合國內(nèi)發(fā)展現(xiàn)狀,通過問卷調(diào)查,運用實證分析法對網(wǎng)絡(luò)消費者行為進行分析,分析網(wǎng)絡(luò)消費者行為的特點及其對中小企業(yè)的產(chǎn)品、價格、網(wǎng)站設(shè)計、服務(wù)、信用等網(wǎng)絡(luò)營銷要素的影響,并在這些分析的基礎(chǔ)上提出了中小企業(yè)B2C網(wǎng)絡(luò)營銷策略,策略包括:以消費者需求為中心的產(chǎn)品策略;基于消費者行為的定價策略;便利消費者網(wǎng)站設(shè)計與服務(wù)策略;與消費者的溝通與廣告宣傳策略:讓消費者信任的信用策略。本文希望通過對中小企業(yè)B2C網(wǎng)絡(luò)營銷策略的研究,能對我國中小企業(yè)開展網(wǎng)絡(luò)營銷起借鑒作用,幫助中小企業(yè)度過金融危機困境。
[Abstract]:With the development of Internet technology, the number of Internet users is increasing at an astonishing speed. The network has become an important part of our life. Online shopping is also accepted by more and more consumers because of its fast, convenient and free time limit. The outbreak of the global financial crisis makes the living environment of small and medium-sized enterprises in China day by day. The traditional marketing method can't adapt to the requirements of the new environment. More and more small and medium enterprises carry out network marketing with the help of B2C e-commerce to get rid of the difficulties. In order to do a good job of B2C network marketing, small and medium-sized enterprises must first understand the target market of the customers it faces. The target consumers to develop appropriate marketing strategies, to meet consumer demand, improve the enterprise network marketing performance, to enable enterprises to obtain the corresponding reward.
Based on the relevant research results at home and abroad, the related theories of network marketing and B2C e-commerce, combined with the status of domestic development, this paper analyzes the behavior of network consumers by means of empirical analysis, analyzes the characteristics of network consumer behavior and its products, prices, website design, service, credit and other networks. The influence of marketing elements, and on the basis of these analysis, the B2C network marketing strategy of small and medium enterprises is proposed. The strategies include consumer demand oriented product strategy, pricing strategy based on consumer behavior, convenience of consumer website design and service strategy, communication and advertising strategies with consumers: a letter of trust for consumers Through the research on the B2C network marketing strategy of small and medium sized enterprises, this paper can be used for reference to the small and medium enterprises in our country to carry out the network marketing and help the small and medium enterprises to spend the financial crisis.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F724.6

【引證文獻】

相關(guān)期刊論文 前1條

1 呂鋒;鐘小立;;B2C網(wǎng)絡(luò)營銷工具的有效性研究[J];信息與電腦(理論版);2012年09期

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本文編號：2044110