互联网电子商务网络策略研究

互联网电子商务网络策略研究

文档编号:DZ303 文档字数:11117.页数:20

摘要

进入2l世纪，互联网对经济领域产生前所未有的冲击。随着电子商务的发展，企业面临新的机遇与挑战。近年来，“企业上网工程”大大促进了企业的上网速度，通过各种电子商务平台上网的企业的数量迅猛增加。企业构建了自己的网站，各种网络调研、网络广告、网络分销、网络服务等网络营销活动，已不同程度地进入到中小企业的生产经营中，大部分企业尚处于信息发布阶段，一部分企业开始通过网站接受订单，处理顾客意见，进行市场调研等，少数企业进入到了电子商务阶段。可见，网络营销已获得初步应用，但整体水平比较低。由于绝大多数企业只把竞争焦点定位于实体市场，没有意识到抢占网络虚拟市场的重要性。要想在大市场中立足，必须学会运用博客营销、事件营销、论坛营销、第三方平台营销、TM营销、Email营销、SEO、电子商务圈营销、第三方评价营销等新的营销策略，如何运用互联网这个新媒体来制定企业未来的营销策略，将决定中小企业未来的命运。

关键词电子商务/网络营销/策略

Internet E-Commerce Network Marketing Strategies

ABSTRACT
The 2 l century, the Internet in the economic field of unprecedented challenges. As electronic commerce, enterprises are facing new opportunities and challenges. In recent years, "Business Internet Project" has contributed significantly to the enterprises on the Internet speed, through a variety of electronic commerce on the Internet platform of the rapid increase in the number of enterprises. enterprises build their own web site, the Network Research, Internet advertising and network distribution and Web services network marketing activities, have different degrees in the small and medium enterprises' production and operation, most of the enterprises is still in the news, some enterprises started through the web site received orders for clients, market research, a few enterprises into the electronic commerce. It is evident that network marketing was preliminary application, but the overall low levels. The majority of enterprises only focus on the position in competition market entities, were not aware of virtual networks dominate the market. Want a big market, based on the need to learn how to use blogs marketing, event marketing, Forum marketing, third party platform marketing, TM marketing, Email marketing, SEO, electronic business circle marketing, the evaluation marketing new marketing strategies, how to use the Internet the new media business future marketing strategy and would decide to small and medium enterprises future.

KEY WORDS E-commerce, Web Marketing, Strategy

目录
1 引言 2
2.1 选题背景 2
2.1 研究的目的和意义 2
2.1 研究的内容和方法 3
2 网络营销综述 3
2.1 网络营销的涵义 3
2.2 网络营销的发展和现状 4
2.3 网络营销的对中小企业的作用 5
2.4 中小企业网络营销出现的问题 6
2.5 中小企业网络营销发展策略 7
3 中小企业网络营销实战策略 8
3.1 编写企业网络营销策划书 8
3.2 选择网络基础服务商 9
3.3 企业网站为核心宣传，其他网络营销手段配合实施 9
3.4 应树立并维护良好网络形象 10
3.5 保持与顾客的联系 10
3.6 网络营销效果评价 10
3.7 几种新型网络营销手段 11
结束语 16
致谢 17
参考文献 18

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