基于4V理论的“中网可信网站验证服务”市场推广策略研究

发布时间：2018-01-08 08:31

本文关键词：基于4V理论的“中网可信网站验证服务”市场推广策略研究　出处：《北京邮电大学》2013年硕士论文　论文类型：学位论文

【摘要】：根据中国电子商务协会可信电子商务推进中心、中国可信网站应用推进联盟和中网联合发布的《2012年中国网站可信验证行业发展报告》(以下简称《报告》)显示,截至2012年6月底,在有网络购物经历的网民中,31.8%的人曾直接遭遇钓鱼网站或诈骗网站,遇骗的网民的涉骗金额在6000万以上。在受访网民中,87.5%的人希望能够在网站访问时验证所访问的网站的真实身份信息。与此同时,有大量企业网站(比例达到58.8%)却因为缺乏信任度而陷入半停滞状态。在受访网站中,有30%的网站表示曾遭到恶意仿冒网站的侵扰,有60%的网站为提升自身的可信度而选择采用网站可信验证。可以说,网民对网站诚信或真实身份验证的需求以及网站自身信任问题的解决,给我国网站建设行业提出了新的需求,建设“可信型”的网站或实现网站“可信”升级已经成为国内268万网站共同面临的新需求。北龙中网(北京)科技有限责任公司(以下简称：中网)2009年推出的可信网站验证服务将在网站诚信方面做出一定探索,并已经形成了一定的应用规模,但其不可避免地面临如何通过市场手段将可信网站服务进行推广的落地问题。本文通过对网站建设客户需求的确定、市场机会的分析,自身优势的分析、自身劣势的反思、市场竞争因素的考虑、可能存在的问题预测等方面的分析,确定可信网站市场推广策略的改进之处,为中网推进可信网站的市场发展提供参考。
[Abstract]:According to China Electronic Commerce Association trusted E-Commerce Propulsion Center. China trusted website Application Promotion Alliance and China Network jointly released the 2012 China website trusted Verification Industry Development report (hereinafter referred to as "the report"), as of the end of June 2012. 31.8% of the Internet users who had online shopping experience had been directly exposed to fishing websites or fraud websites, and the amount of fraud involved in the fraud was more than 60 million. In the interviewees, the total amount of fraud was more than 60 million. 87.5% of people want to be able to verify the true identity of the site when they visit it. At the same time. A large number of corporate websites (58. 8%) are semi-stationary because of a lack of trust. Of the sites surveyed, 30% said they had been hacked by malicious phishing sites. In order to enhance the credibility of the website, 60% of the websites choose to use trusted authentication. It can be said that the Internet users of the website integrity or true authentication needs and the solution of the site's own trust problem. Put forward the new demand to our country website construction profession. Building or upgrading "trusted" websites has become a new demand for domestic 2.68 million websites. Beilongzhong (Beijing) Science and Technology Co., Ltd. (hereinafter referred to as Zhongwang). In 2009, the trusted website verification service will explore the integrity of the website. And it has formed a certain application scale, but it inevitably faces the problem of how to popularize the trusted website service through the market means. The analysis of market opportunity, the analysis of its own advantages, the reflection of its own disadvantages, the consideration of market competition factors, and the analysis of possible problems, etc., to determine the improvement of market promotion strategy of credible website. For the network to promote the market development of trusted websites to provide a reference.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F49

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