A公司网络营销推广策略研究

发布时间：2017-12-31 05:16

本文关键词：A公司网络营销推广策略研究　出处：《东华大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着互联网的发展，网络营销在企业营销活动中的重要性逐渐增加，企业和网络营销人员也对其也有了一定的认识。网络营销与传统营销的关系如何，怎样系统的利用网络营销的优势，在什么情况下采用什么方法。这些都成为摆在企业面前的实际问题。在此背景下，本文希望通过分析A公司的网络营销推广策略，从中找出存在的问题，并能从中找到适合公司发展的网络营销推广策略。希望能够帮助相关企业认识到网络营销带来的机遇，具有一定的社会价值和实际意义。本文以网络营销理论为指导，首先分析了当前国内电子商务的现状，然后描述了A公司当前的网络营销情况，通过案例分析方法，定性分析方法和定量分析法，通过具体的数据统计分析，找出A公司在网络营销推广方面存在的问题及对策。并对细分市场及目标客户群体的特性制订出有效的营销管理策略。研究结果表明，正确的网络营销推广策划方案，是公司在网络营销推广方面取得成效非常重要的前提；其次，网络营销推广人员的执行力和心态问题是网络营销推广能否成功的保障。本文通过分析A公司在网络营销过程中存在的问题和现状，，希望找到适合企业发展的网络营销推广策略。对类似企业提供了一定地借鉴意义，具有一定的社会价值和实际意义。
[Abstract]:With the development of the Internet, the importance of network marketing in the enterprise marketing activities has gradually increased, enterprises and network marketing personnel also have a certain understanding of it. How the relationship between network marketing and traditional marketing. How to make use of the advantage of network marketing systematically and under what circumstances are the practical problems in front of enterprises. In this context, this paper hopes to find out the existing problems through the analysis of A company's network marketing promotion strategy. It is hoped that it can help related enterprises realize the opportunity brought by network marketing, which has certain social value and practical significance. Under the guidance of network marketing theory, this paper first analyzes the current situation of domestic electronic commerce, then describes the current network marketing situation of company A, through the case analysis method. Qualitative analysis method and quantitative analysis method, through the specific data statistical analysis. To find out the problems and countermeasures of A company in network marketing promotion, and to formulate effective marketing management strategy for the characteristics of subdivision market and target customer group. The research results show that the correct plan of network marketing promotion is a very important prerequisite for the company to obtain the success in the field of network marketing promotion. Secondly, the executive power and mentality of the network marketing extension personnel are the guarantee of the success of the network marketing promotion. By analyzing the problems and present situation of A company in the process of network marketing, this paper hopes to find the suitable strategy of network marketing promotion for the development of enterprises, which provides a certain reference for similar enterprises. It has certain social value and practical significance.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F426.72

【参考文献】