中小企业网络营销策略研究（毕业设计论文doc）.doc

陕西省电子商务自考专业
毕业设计(论文)
题目中小企业网络营销策略研究


摘要
网络营销产生于20世纪90年代,发展于20世纪末至今。网络营销产生和发展的背景主要有三个方面,即网络信息技术发展、消费者价值观改变、激烈的商业竞争。
网络营销是以互联网络为媒体,以新的方式、方法和理念,通过一系列魅力网络营销策划,制定和实施营销活动,更有效的促成个人和组织交易活动实现的新型营销模式。它是企业整体营销战略的一个组成部分,是为实现企业总体或者部分经营目标所进行的,以互联网为基本手段营造网上经营环境的各种活动
网络营销概念的同义词包括:网上营销、互联网营销、在线营销、网路行销、口碑营销、网络事件营销、社会化媒体营销、博客营销等。这些词汇说的都是同一个意思,笼统地说,网络营销就是以互联网为主要手段开展的营销活动。
本文基于中小企业网络营销的现状,发展趋势和存在问题进行理论,根据我国目前网络营销发展的情况,出现的一些问题进一步提出对策。
关键字:发展现状,趋势,存在问题,解决对策
Abstract
Network marketing to generate een ninties, developed in the late twentieth Century to the work marketing development and background of mainly has three aspects, namely, the development of information works, consumer values change, the petition.
Network marking is for the media, in new ways, methods and ideas, through a series of work marketing planning, developing and implementing marketing activities, more effective facilitates the trading activities of individuals anizations to achieve the new marketing mode. It is their overall marketing strategy is an integral part of, is to realize the enterprise overall or partial business objectives are carried out, with the as the basic means to create the environment of online business activities.
The concept work marketing synonyms include: marketing, marketing, online marketing, marketing, word-of-mouth marketing, event marking, social media marketing, biog marketing. These words are the same meaning, generally, network marketing is the as the main means to carry out marketing activities.
Based on the small and medium-sized work marketing present situation, development trend and problems of theory, according to China's work marketing development situation ,the problems and further puts forward the countermeasures.
Keywords: development status, trend, problem, countermeasure
目录
第一章引言 1
选题背景 1
研究目标和意义 1
研究思路 2
第二章网络营销概念和原理 3
网络营销概念 3
广义的网络营销 3
狭义的网络营销 3
网络营销优势 5
网络营销的基础 7
网络营销的技术基础 7
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