网络购物与新的营销机会

发布时间：2018-06-15 14:09

本文选题：网络营销策略 + 网络营销环境　；参考：《湖北工业大学》2012年硕士论文

【摘要】：网络正以迅猛的速度进入人们生活的各个方面。如今人们获取信息、购买产品、生活娱乐都依赖网络，，就连发表观点、评价事物也离不开网络，甚至连人际交往都依托于网络平台，可以说现代生活已经全面进入了网络时代。网络时代的到来不仅影响了人们的生活方式，而且对企业的营销环境及与之对应的营销方式同样有着巨大的影响。如何利用现有营销理论设计出符合公司网络营销的全套营销策略以积极应对营销环境的变化，减少企业的风险，让企业把握机遇实现成长是本论文要解决的问题。论文分析了当今网络营销环境的各种变化，特别是网络营销环境下消费者的行为变化，在此基础上形成的营销策略具有很强可操作性。首先，论文对市场营销、网络营销、消费者购买行为的相关理论进行了综述。其次，论文研究影响网络营销的各种因素。这些影响因素主要包括了宏观环境中的经济、政治、技术、人口、社会和自然因素，微观环境中的企业利益相关者对企业的影响，重点阐述了网络消费者的购买行为特点及其对企业营销策略四个方面的影响。然后，基于前面的营销影响因素分析结果，论文对网络市场进行了细分、目标市场的选择和产品的市场定位。最后，论文提出了符合网络营销环境变化的营销策略，即产品策略、定价策略、营销渠道策略、客户关系管理和网络广告策略。
[Abstract]:The network is entering all aspects of people's life at a rapid speed. Nowadays, people get information, purchase products, live and entertainment all rely on the network, even publish views, evaluate things also can not be separated from the network, even the interpersonal communication depends on the network platform, which can be said that modern life has already entered the network age.
The arrival of the Internet age not only affects people's way of life, but also has a huge impact on the marketing environment and the corresponding marketing methods. How to use the existing marketing theory to design a whole marketing strategy that is in line with the company's network marketing to actively cope with the changes in the marketing environment, reduce the risk of the enterprise, and let the enterprise To grasp the opportunity to achieve growth is a problem to be solved in this paper. This paper analyzes the changes in the current network marketing environment, especially the behavior changes of consumers in the network marketing environment. On this basis, the marketing strategy is very strong and operable.
First, the paper reviews the relevant theories of marketing, Internet marketing and consumer buying behavior.
Secondly, the paper studies the factors that affect the network marketing, which mainly include the economic, political, technical, demographic, social and natural factors in the macro environment, and the influence of the stakeholders on the enterprise in the micro environment, focusing on the characteristics of the purchasing behavior of the Internet consumer and the four parties to the marketing strategy of the enterprise. The influence of the surface.
Then, based on the analysis results of the preceding marketing factors, the paper subdivides the network market, the choice of the target market and the market positioning of the product.
Finally, the paper puts forward the marketing strategy which is in line with the change of network marketing environment, namely, product strategy, pricing strategy, marketing channel strategy, customer relationship management and network advertising strategy.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F724.6

【参考文献】