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论文编号：	12147
作者编号：	2320180611
上传时间：	2020/12/14 10:44:35
中文题目：	S原油企业网络营销策略及其实施研究
英文题目：	The Research on Internet Marketing Strategy of S Crude Oil Company and Its Implementation
指导老师：	李桂华
中文关键字：	原油；网络营销；关系营销；营销策略
英文关键字：	Crude oil;Network marketing;Relationship marketing;Marketing strategy
中文摘要：	原油资源是我国不可或缺的重要战略资源，对于原油营销这个课题，我国在近几年来都在不断推行新的政策用以鼓励原油贸易的发展。当前传统的原油营销方式已经无法满足人们对于原油能源的了解与需求。随着时代的发展，传统的原油营销方式已经处于发展的瓶颈之中。探索出符合市场发展规律以及满足自身企业贸易需求的营销策略，是现阶段每个原油企业必须要面临和解决的问题。 与此同时，伴随着网络经济飞速发展，传统的原油行业加入到网络营销的浪潮之中将会是必然的趋势。传统的原油行业支撑着国家的发展与运行，网络营销给经济带来了新的活力。在当前这两者相互交融的新时代里，两个产业无疑会碰撞出新的发展与机遇。 本文以S原油企业为研究对象，在对S企业所处的原油行业环境分析基础上，确定S企业的目标市场和市场定位。S原油企业网络营销客户行为引导策略基于5A理论，是企业针对客户在不同路径阶段制定的策略，以企业策略影响客户行为，实现网络营销达成。S原油企业网络营销4C策略基于4C理论，从四个要素层面分析和优化企业网络营销策略的制定。S原油企业网络营销内外部关系策略是企业优化网络营销关系发展的策略。S原油企业网络营销是一体化的营销，最后通过对原油贸易采购、运输、执行、销售4个节点论述原油网络营销策略的实施与保障。
英文摘要：	Crude oil resource is an indispensable strategic resource in China. In recent years, China has been carrying out new policies to encourage the development of crude oil trade. The traditional crude oil marketing has been unable to meet the current people's understanding and demand for crude oil resources. With the development of the times, the current traditional crude oil marketing has been in the bottleneck. To explore the marketing strategy in line with the law of market development and meet the trade demand of its own enterprises is a problem that every crude oil enterprise must face and solve at this stage. At the same time, with the rapid development of network economy, it will be an inevitable trend for the traditional crude oil marketing industry to join the network marketing army. The traditional crude oil industry supports the development and operation of the country, and network marketing drives the economy full of new vitality. In this new era of mutual integration and collision, the friction between the two industries will undoubtedly bring new development and opportunities. Based on the analysis of the crude oil industry environment of S enterprise, the target market and market positioning of S enterprise are determined. S crude oil enterprise network marketing customer behavior guidance strategy is based on the 5A theory, is the strategy formulated by the enterprise for customers in different path stages, and the enterprise strategy affects customer behavior to achieve network marketing. Based on 4C theory, the 4C strategy of s crude oil enterprise network marketing is analyzed and optimized from four aspects. S crude oil enterprise network marketing internal and external relationship strategy is to optimize the development of network marketing relationship strategy. S crude oil enterprise network marketing is an integrated marketing. Finally, through the four nodes of crude oil trade procurement, transportation, implementation and sales, this paper discusses the implementation and guarantee of crude oil network marketing strategy.
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