华龙证券公司网络营销探析

发布时间：2018-04-21 19:04

本文选题：网络营销 + 华龙证券公司　；参考：《兰州大学》2014年硕士论文

【摘要】：随着互联网信息技术在国内的迅速普及以及电子技术的迅猛发展,我们进入了网络经济时代。网络营销也随着互联网的不断普及应运而生。网络营销它是互联网环境下的一种新的营销方式,它利用信息技术降低企业的交易成本、缩短企业与客户之间的供应链、为企业的生存和发展提供了一个良好的平台,进而全面提高了企业的运营效率和市场竞争力。网络营销也正是依靠这些优势改变了企业的传统运作模式,逐渐成为现代企业营销体系的核心。企业能否合理和充分的利用网络技术,顺利的开展网络营销已经成为企业发展的重要因素,它也是关系到企业未来发展的关键。本文在大量阅读国内外有关互联网营销文献的基础上,结合自身在公司的业务实习,对华龙证券有限责任公司的网络营销现状进行了认真调查研究,并深入地分析了华龙公司在网络营销方面存在的问题。本文以市场营销、金融营销以及网络营销等理论作为全文的理论基础,运用网络营销相关理论和实际调研相结合的方法,对华龙公司的网络营销体系进行了深入的探讨研究,针对华龙公司网络营销的不足,从公司网络营销目标市场策略、产品策略、价格策略、渠道策略以及促销策略五个方面提出了优化建议。希望华龙通过从这些方面的优化和改进,能够建立和完善公司的网络营销体系,能够更加有效的利用网络这一平台,也希望能够为国内其他证券公司的网络营销建设提供参考。
[Abstract]:With the rapid popularization of Internet information technology in China and the rapid development of electronic technology, we have entered the era of network economy. Network marketing also with the continuous popularity of the Internet emerged as the times require. Network marketing is a new marketing method under the environment of Internet. It uses information technology to reduce the transaction cost of enterprises, shorten the supply chain between enterprises and customers, and provide a good platform for the survival and development of enterprises. In turn, the operation efficiency and market competitiveness of enterprises are improved in an all-round way. Depending on these advantages, network marketing has changed the traditional operation mode of enterprises and gradually become the core of modern enterprise marketing system. Whether the enterprise can make full use of the network technology and carry out the network marketing smoothly has become an important factor of the enterprise development, and it is also the key to the future development of the enterprise. On the basis of reading a large number of domestic and foreign related Internet marketing documents and combining with our own business practice in the company, this paper makes a serious investigation and study on the current situation of the network marketing of Hualong Securities Co., Ltd. And in-depth analysis of Hualong company in the network marketing problems. Based on the theories of marketing, financial marketing and network marketing, this paper makes a deep study on the network marketing system of Hualong Company by combining the theory of network marketing with the actual investigation. Aiming at the deficiency of Hualong Company's network marketing, the paper puts forward some suggestions on optimization from five aspects: target marketing strategy, product strategy, price strategy, channel strategy and promotion strategy. Hope that Hualong from these aspects of optimization and improvement, can establish and improve the company's network marketing system, can more effectively use the network of this platform, but also hope to provide reference for other domestic securities companies in the construction of network marketing.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.39;F274

【参考文献】