我国企业网络营销策略分析

发布时间：2018-02-02 16:20

本文关键词： 网络营销策略网络公关网络广告网络营销渠道网络顾客服务　出处：《西南交通大学》2002年硕士论文　论文类型：学位论文

【摘要】： 新一代信息传播媒体—国际互联网的出现，在世纪之交扣响了信息时代的大门，作为互联网商务应用领域里最重要一环的市场营销，其模式也随之揭开了新的一页，即网络营销。从各方面来看，我国的网络营销还处于不成熟阶段。中国的入世，意味着我国的企业会面临更激烈的互联网上的竞争，而国内企业对自身步入网络的紧迫感认识之不足，影响着企业发展网络营销的积极性；同时，国内企业对适合我国国情的网络营销具体实施策略不正确的认识和实施，，则从根本上制约着其网络营销前进的步伐，进而也阻碍着我国企业电子商务的后续发展。本文从对网络营销基础知识的简单回顾入手，针对适合我国国情和企业营销现状的五种网络营销策略进行了深入分析，在前人的基础上，所作的主要工作简单归结为以下几条： (1)参照传统市场调研，本文提出了网络市场调研的5个步骤。在对众多在线问卷调查分析的基础上，本文提出设计在线问卷的五个注意点，进而对网络市场凋研所用到的工具进行了阐述。网络市场调研可用的网络资源有许多种，本文突出点在于提出了一种较新的见解，即商业性网站的使用，其中重点分析了商务性网站-阿里巴巴网站上网络市场调研对有关工具的使用。 (2)提出了危机公关的新概念。网络带给企业最大的好处之一是信息的快速和海量传递，任何事情都能通过网络迅速并成倍放大地传递到每一个受众面前。由于企业或者社会上某项特殊事件引发的变化，对于一个企业或一个品牌有可能产生不良影响，并在短时间内通过网络传播并涉及到相当广的社会层而，这种不良影响对于企业或品牌来讲就是一种危机，如何去消除其不良影响，恢复公众信任，重塑企业形象就是本文所阐述的危机公关。本文突出点在于对危机公关进行了细致的研究，举出了正、反两方面的业界案例，并提出危机公关策略实施的三步骤。 (3)对网络广告现存的几种主要的计价模式的优缺点进行了详细的分析。几种计价模式中，相比较而言，CPM和包月方式对网站较有利，网站收西南交通大学硕土研究生学位论文＿第11 页入较有保障，因而网站普遍愿意采用，而CPC、CPA、CPP则对进行网络广告刨肖的企业有利，本义还对囚外新出现的一贝：收册楔式！叩1’进行了评价。在我四企业运用网络广告进行营销的过程中，笔者认为存在着三个方面的误区，即网站选择上的误区、网络广告效果评估上的误区和网络广告设计创意上的误区，考虑到我国企业网络广告的现状和存在的误区，本文提出了针对我国网络广告发展的策略。 …）分析了网络营销渠道相比较于传统营销渠道的优势，评价了网络营销渠道的三种类型，并认为双渠道法是企业网络营销渠道的最佳选择。提出了针对我国企业现状的营销渠道整合策略，即网络营销渠道与传统营销渠道的整合，经过信息化后的分销商在我国企业的市场营销中，其部分作用是网络营销渠道无法替代的，即分销商在我国现在有其生存的环境，我田企业夜开发网络营奶渠沮的同时，只有硼介现存的分俐商并促使其不断提高效率，才有可能在末来的营销市场上立于不败之地。本文对五种策略中的每种策略的阐述都列举了详实的案例，如在第五章末附加了笔者对Amazon书店的网络广告策略的述评；在第六章第二节末对我网的8848商务网站的网绍作悄渠进策略进行了述评，笔秆认为8848 网站考虑了我国的国情和网络营销的现状，采用的正是整合营销渠道策略。互联网仪术在不断地进步，其砌务应用面在不断拓展，现论和实践的知以也在不断丰富，本义淤以笔甘所识所学，阐述白己对我国企业网络哲销实施中的一些见解，以期对我国企业的网络营销实践有所帮助。
[Abstract]:A new generation of information media and the Internet, at the turn of the century, knocked on the door to the information age, as the most important part of the marketing business application in Internet, the pattern also opened a new page, that is network marketing. From the point of view, China's network marketing at the mature stage. Chinese's accession to the WTO, means that China's enterprises will face more fierce competition on the Internet, and domestic enterprises to enter the Internet on their own pressing sense of inadequacy, affect the enthusiasm of enterprises in the development of network marketing; at the same time, domestic enterprises suitable for China's Internet Marketing knowledge and the implementation of the specific implementation strategy is not correct, it fundamentally restrict the pace of its network marketing, and also hinder the subsequent development of e-commerce enterprises in our country.
Based on a brief review of the basic knowledge of network marketing, this paper analyzes five kinds of network marketing strategies which are suitable for China's national conditions and the current marketing situation of enterprises. On the basis of previous works, the main work is simply summarized as follows:
(1) according to the traditional market research, this paper puts forward 5 steps of network marketing research. On the basis of investigation and analysis of many online questionnaire, this paper proposes five points design of online questionnaire, and then the network Market Research Institute used wither tools are described. The network market research available cyber source has many in this paper, prominent point is to put forward a new opinion, namely the use of commercial websites, which focuses on the use of business website - Alibaba website network marketing research on related tools.
(2) put forward the new concept of public relations crisis. One of the benefits of Internet brings to the enterprises is the information fast and mass transfer, anything can be put through the network quickly and delivered to the earth multiplied in front of every audience. Because of the change of enterprise or society on a special event, for an enterprise or a a brand may have adverse effects, and in a short time through the network communication and relates to a wide social layer, the adverse effect for the enterprise or the brand is a kind of crisis, how to eliminate the adverse effects, restore public trust, is to reshape the image of the enterprise in this paper. This paper highlights the public relations crisis is the public relations crisis for a detailed study, cited are two aspects of the industry, the case, and put forward three steps to implement crisis public relations strategy.
(3) the advantages and disadvantages of several main valuation modes of online advertising are analyzed in detail. In several valuation modes, CPM and monthly mode are more favorable for websites.
Southwest Jiao Tong University master dissertation eleventh page
It is more secure, so the website is generally willing to adopt, while CPC, CPA, and CPP are widely used in the network.
It is advantageous to inform the enterprises of Shaw, and the original meaning of the newly appeared shellfish outside the prisoner: the collection wedge type! 1 '.
In the process of using Internet advertising for the four enterprises to carry out marketing, I think there are three aspects.
Misunderstandings, the misunderstandings on the website selection, the misunderstanding on the evaluation of the effect of the network advertising and the design of the network advertising
The misunderstanding of creativity, taking into account the current situation and existing misunderstandings of Chinese enterprise network advertising, is put forward in this paper.
The strategy for the development of Internet advertising in China.
... The network marketing channel compares the advantages compared with the traditional marketing channel, and evaluates the network
Three types of marketing channels, and that the double channel is the best choice for the enterprise network marketing channels.
The marketing channel integration strategy, which is the network marketing channel and the traditional battalion, is put forward in view of the current situation of China's enterprises.
The integration of marketing channels is part of the marketing of the distributors in China after informatization.
The role of the network marketing channel can not be replaced, that is, the distributor in our country now has its survival environment,
The development of enterprise network marketing channel. The night milk I field at the same time, only the existing boron mediated Li business and make it not
In order to improve efficiency, it is possible to be invincible in the marketing market at the end of the year.
This article enumerates detailed cases of each of the five strategies, such as Fifth
At the end of the chapter, the author's comments on the Internet advertising strategy of Amazon bookstore; at the end of the sixth chapter and the end of the second section
8848 business website on the network the network for the strategy of Qu Qiao, pen stalk 8848
The website takes into account the situation of our country and the current situation of network marketing, and it adopts the strategy of integrating marketing channels.
In the continuous progress of the Internet, the application surface of the construction of the Internet is constantly expanding, now and in practice.
The knowledge is also constantly enriched, the original meaning silted up with the knowledge of Gump, and elaborated on the network philosophy of our enterprise.
Some ideas in the implementation of marketing are expected to help the practice of network marketing in Chinese enterprises.

【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2002
【分类号】：F274

【引证文献】