P品牌入门级数码单反相机网络营销策略研究

发布时间：2018-04-02 03:33

本文选题：数码单反　切入点：网络营销　出处：《兰州大学》2009年硕士论文

【摘要】： 互联网和信息技术的快速发展引起人类经济活动方式的深刻变革,为企业的发展带来了新的机遇和挑战。互联网环境下的网络营销活动,为企业的发展提供了一个良好的契机和平台,也为企业的经营工作提供了新思路、新机遇。如何更好地利用网络营销获取更大的经济效益已引起越来越多的关注。在此背景下,市场营销方式出现了很大的变化,用信息技术进行营销活动的网络营销将逐步成为企业营销的重要内容。在阅读大量国内外文献,深入分析国内相关企业网站的基础上,本文运用营销理论与实际调研相结合的方法,对P品牌入门级数码单反相机开展网络营销进行了深入探讨。首先是从网络营销研究的理论基础开始,主要是介绍网络营销的基本概念、产生的基础以及网络营销的相关理论;其次,通过分析P品牌入门级数码单反相机营销的现状,竞争对手的发展现状和发展趋势,对P品牌入门级数码单反相机营销进行深入的系统的分析,研究目前P品牌入门级数码单反相机营销中存在的问题;最后,针对P品牌入门级数码单反相机的目标网络市场,提出P品牌入门级数码单反相机在产品、价格、渠道和广告方面的网络营销策略。
[Abstract]:The rapid development of the Internet and information technology has caused profound changes in the way of human economic activities, and has brought new opportunities and challenges to the development of enterprises. It provides a good opportunity and platform for the development of enterprises, and also provides new ideas and opportunities for the management of enterprises. How to make better use of network marketing to obtain more and more economic benefits has attracted more and more attention. The marketing mode has changed greatly, and the network marketing with information technology will gradually become the important content of enterprise marketing. On the basis of reading a large number of domestic and foreign literature and deeply analyzing the websites of domestic related enterprises, this paper applies the method of combining marketing theory with practical investigation. This paper makes a deep discussion on the introduction of digital SLR camera of P brand. Firstly, it starts with the theoretical basis of the research on network marketing, mainly introduces the basic concept of network marketing, the basis of its production and the relevant theory of network marketing. Secondly, through analyzing the current situation of P brand entry-level digital SLR camera marketing, the development situation and development trend of competitors, the marketing of P-brand entry-level digital SLR camera is analyzed systematically. The problems existing in the marketing of the entry-level digital SLR camera of brand P are studied. Finally, aiming at the target network market of the entry-level digital SLR camera of brand P, the paper puts forward the product price of the entry-level digital SLR camera of brand P. The network marketing strategy of channel and advertisement.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F426.6

【引证文献】