经纬公司网络营销方案设计与应用集成研究

发布时间：2018-06-23 15:12

本文选题：网络营销 + 营销策略　；参考：《西安理工大学》2006年硕士论文

【摘要】：当代的信息技术革命，特别是以Internet为核心的网络技术的发展与应用，使整个社会步入了全新的网络经济时代。在这个时代，市场竞争规则、经济增长方式乃至社会生活方式都发生着剧烈变化。在网络经济不断发展的背景之下，营销环境也发生了根本的变化：营销过程虚拟化，消费者身份虚拟化、消费者购买行为网络化，营销行为虚拟化、网络化，广告、调查、分销、购物结算等都通过互联网而转变为数字化行为。从而引发了营销资源需要重新组合，营销组织需要重新设计，传统的营销运作方式需要创新，而网络营销正是以互联网技术为基础的高新技术与营销资源融合在一起的新的营销模式。笔者主要围绕“什么是企业网络营销”和“企业如何发展网络营销”两个基本问题，提出了企业网络营销发展的具体对策，以经纬公司作为实证研究对象，构建了该公司的网络营销应用集成平台系统。论文首先通过研究网络营销的产生和发展现状，指出网络营销是当今电子商务实现的基础和发展的主流。在此基础上，研究了网络环境下市场环境的性质和特点，包括网络营销的理论基础和支持条件、网络市场调研、网络市场营销战略计划的制定、网站策略、网络顾客服务策略；并在上述理论指导下，通过研究经纬公司的网络营销现状以及分析未来发展目标，为经纬公司的网上营销系统提出了可行的方案，包括系统总体设计、网站定位、系统功能等。经纬公司网络营销系统应用集成研究内容包括应用集成目标、应用集成架构等，最终为经纬公司设计了可以适时逐步实现的网络营销应用集成平台。
[Abstract]:The modern information technology revolution, especially the development and application of Internet technology, makes the whole society step into a new era of network economy. In this era, the rules of market competition, the way of economic growth and even the way of social life have undergone drastic changes. Under the background of the continuous development of the network economy, the marketing environment has also undergone fundamental changes: marketing process virtualization, consumer identity virtualization, consumer purchase behavior networking, marketing behavior virtualization, networking, advertising, investigation, Distribution, shopping settlement and so on through the Internet and transformed into digital behavior. As a result, marketing resources need to be recombined, marketing organizations need to be redesigned, and traditional marketing operations need to be innovated. Network marketing is a new marketing model which combines high-tech and marketing resources based on internet technology. Focusing on the two basic problems of "what is enterprise network marketing" and "how to develop enterprise network marketing", the author puts forward the concrete countermeasures for the development of enterprise network marketing, taking Jingwei Company as the empirical research object. The network marketing application integration platform system of the company is constructed. Firstly, the paper points out that network marketing is the foundation and the mainstream of the development of e-commerce by studying the emergence and development of internet marketing. On this basis, the paper studies the nature and characteristics of the market environment under the network environment, including the theoretical basis and supporting conditions of the network marketing, the network market research, the establishment of the network marketing strategy plan, the website strategy, the network customer service strategy; Under the guidance of the above theory, by studying the current situation of Jingwei Company's network marketing and analyzing the future development goal, the author puts forward feasible scheme for Jingwei Company's online marketing system, including the overall design of the system, the location of the website, the system function and so on. The application integration research content of Jingwei company's network marketing system includes application integration goal, application integration framework and so on. Finally, it designs a network marketing application integration platform which can be realized step by step in time for Jingwei company.
【学位授予单位】：西安理工大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F713.36

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