湖南鑫和网络营销策略研究

发布时间：2018-09-11 10:00

【摘要】：湖南鑫合精密机械股份有限公司是无纺布后加工和自动口罩设备及无纺布制品的专业生产厂家。其技术力量雄厚，获国家发明专利10多项，具有较强的研发与制造能力。我国的传统企业在网络营销的发展方面拥有独特的优势，因为其相比其他企业有完善的产业链，能够较快地实现产业的革新。由此看来，网络营销能使传统企业降低经营成本，扩大市场范围，使传统企业面向全国，面向全世界发展。随着机械行业的竞争越来越激烈，很多企业对网络营销也会越来越重视。中小企业进行网络营销的前景还是很好的。很多机械行业的企业主在进行电子商务活动时出现盲目跟风的现象，很多企业主对网络一窍不通，并且网络意识薄弱，网站的维护及网络信息的处理也不及时，这会给企业带来很多的损失。机械企业如果要增强竞争实力，走出发展困境，那么进行恰当的网络营销是公司发展的突破口。只有在熟悉网络营销，明白为什么要做网络营销，了解公司的网络营销应该怎么做，才能更好的使网络营销为企业所用，而不是盲目地跟风，使网络营销成为公司的一个摆设。本文的第一部分介绍了选题的背景并对国外和国内的网络营销概况进行了阐述。本文的第二部分对网络营销的相关理论进行了研究分析，包括：网络营销的概念、网络营销的特点、网络营销的理论基础、网络营销策略的概念、网络营销基本策略，然后对网络营销理论和传统营销理论进行了对比分析。本文的第三部分是在网络营销相关理论的分析的基础上，提出了湖南鑫合公司应该如何进行网络营销，在此部分，本文对湖南鑫合公司进行简要的介绍，然后阐述了机械行业网络营销的现状及问题，并对湖南鑫合市场与网络营销现状进行了分析，最后是湖南鑫合网络营销内外环境分析和SWOT分析。本文的第四部分是在前面的理论基础与对湖南鑫合及其所在的行业进行分析研究的基础上，进行了湖南鑫合公司网络营销策略的研究。在此部分，，首先确定了湖南鑫合公司网络营销的目标，并对湖南鑫合的目标市场进行了分析与定位，然后对网络营销策略的选择进行了概述，最后提出了具体的网络营销方案。文本的最后一部分是湖南鑫合网络营销实施保障，包括人力保障、制度保障和网络营销费用的预算。
[Abstract]:Hunan Xinhe Precision Machinery Co., Ltd. is a non-woven fabric after processing and automatic mask equipment and non-woven fabric products professional manufacturers. Its strong technical force, more than 10 national invention patents, with strong R & D and manufacturing capabilities. The traditional enterprises of our country have unique advantages in the development of network marketing because they have perfect industrial chain compared with other enterprises and can quickly realize the innovation of industry. In view of this, the network marketing can make the traditional enterprise reduce the operating cost, enlarge the market scope, make the traditional enterprise face the whole country and face the development of the whole world. With the increasingly fierce competition in the machinery industry, many enterprises will pay more and more attention to network marketing. Small and medium-sized enterprises carry on the prospect of network marketing is very good. Many enterprise owners in the mechanical industry are blindly following the trend when they are engaged in e-commerce activities. Many business owners are ignorant of the network, and have weak network awareness, and the maintenance of websites and the processing of network information are also not timely. This will bring a lot of losses to the enterprise. If mechanical enterprises want to strengthen their competitive strength and get out of the predicament of development, then the proper network marketing is the breakthrough of the development of the company. Only in familiar with network marketing, understand why to do network marketing, understand how the company's network marketing should do, in order to better make the network marketing for enterprises, rather than blindly follow the trend, so that network marketing has become a decoration of the company. The first part of this paper introduces the background of the topic and describes the general situation of foreign and domestic network marketing. The second part of this paper has carried on the research and analysis to the related theory of the network marketing, including: the concept of the network marketing, the characteristic of the network marketing, the theoretical foundation of the network marketing, the concept of the network marketing strategy, the basic strategy of the network marketing. Then the network marketing theory and traditional marketing theory are compared and analyzed. The third part of this paper is based on the analysis of the related theories of network marketing, and puts forward how to carry out network marketing in Hunan Xinhe Company. In this part, this paper briefly introduces Hunan Xinhe Company. Then it expounds the present situation and problems of network marketing in machinery industry, and analyzes the present situation of Xinhe market and network marketing in Hunan. Finally, it analyzes the internal and external environment and SWOT analysis of Hunan Xinhe network marketing. The fourth part of this paper is on the basis of the previous theoretical basis and the analysis of Hunan Xinhe and its industry, and carries on the research of the network marketing strategy of Hunan Xinhe Company. In this part, the goal of network marketing of Hunan Xinhe Company is first determined, and the target market of Hunan Xinhe is analyzed and positioned, then the selection of network marketing strategy is summarized, and the concrete network marketing scheme is put forward. The last part of the text is the implementation guarantee of Hunan Xinhe network marketing, including manpower security, system guarantee and budget of network marketing cost.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.4

【参考文献】