郑州AW公司的网络营销策略研究

发布时间：2018-06-11 09:55

本文选题：小微外贸企业 + 超硬材料行业　；参考：《河南工业大学》2017年硕士论文

【摘要】：网络营销是借助网络、通信和数字媒体技术实现营销目标的一种商务活动,它拓宽了企业的营销渠道,打破了企业规模等限制因素,使得小微企业也可以开展外贸活动。我国的网络营销起步较晚,但近年来发展迅速,越来越多的小微企业开始使用网络营销。郑州AW公司是一家2013年成立的小微外贸企业,主要从事金刚石及其相关制品,本文以郑州AW公司为研究对象,探讨其网络营销中存在的问题,并提出相应的优化方案。本文首先在研究了网络营销的相关理论,并分析了郑州AW公司网络营销的内外部环境。接着,通过调查问卷发现了郑州AW公司在网络营销时存在的两大问题:网络营销体系不完善和客户满意度不高。然后,通过鱼骨图的深入分析,得出了完善网络营销策略和提高客户满意度的优化对策,如扩宽网络营销渠道;优化公司网站建设;有效控制成本;减少人员流动性;调查出口市场;增强同国外客户的沟通与交流;加强对业务人员的培训;提高服务的及时性。总的来说,本文在研究网络营销的概念、特点及方式等基础上,通过调查问卷分析了郑州AW公司网络营销存在的问题,并提出能够指导郑州AW公司工作实践的对策。郑州AW公司完全符合小微外贸企业的特点,通过本文的研究,不仅能够使郑州AW公司的网络营销策略得到优化,也可以为其他小微外贸企业网络营销策略的建立及优化过程提供参考。
[Abstract]:Network marketing is a kind of business activity which realizes the marketing goal with the help of network, communication and digital media technology. It broadens the marketing channels of enterprises, breaks the limitation factors such as enterprise scale, and makes small and micro enterprises carry out foreign trade activities. China's network marketing started late, but in recent years, more and more small and micro enterprises begin to use network marketing. Zhengzhou AW Company is a small and micro foreign trade enterprise established in 2013, mainly engaged in diamond and its related products. This paper takes Zhengzhou AW Company as the research object, discusses the problems existing in its network marketing, and puts forward the corresponding optimization scheme. This paper first studies the related theory of network marketing, and analyzes the internal and external environment of Zhengzhou AW company. Then, through the questionnaire, we find two problems in the network marketing of Zhengzhou AW Company: imperfect network marketing system and low customer satisfaction. Then, through the in-depth analysis of fish bone map, the optimization countermeasures to improve the network marketing strategy and improve customer satisfaction are obtained, such as broadening the network marketing channels, optimizing the construction of the company's website, effectively controlling the cost, reducing the staff mobility; Investigate export market; enhance communication and communication with foreign customers; strengthen training of business personnel; improve timeliness of service. On the basis of studying the concept, characteristics and methods of network marketing, this paper analyzes the problems existing in the network marketing of Zhengzhou AW Company by questionnaire, and puts forward some countermeasures to guide the work practice of Zhengzhou AW Company. Zhengzhou AW Company fully conforms to the characteristics of small and micro foreign trade enterprises. Through the research of this paper, not only can the network marketing strategy of Zhengzhou AW Company be optimized, It can also provide reference for the establishment and optimization of network marketing strategies of other small and micro foreign trade enterprises.
【学位授予单位】：河南工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F752.6;F724.6;F274

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