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论文编号：	5752
作者编号：	2120112840
上传时间：	2013/12/4 11:43:30
中文题目：	信一公司网络营销策略的研究
英文题目：	Thesis on Network Marketing Strategy of Xin Yi Company
指导老师：	于斌
中文关键字：	网络营销,户外行业,信一公司,营销策略
英文关键字：	Network Marketing, Outdoor Industry, XinYi Company, Marketing Strategy
中文摘要：	现今的年代是一个经济迅速发展，互联网日益普及，电子商务技术逐渐成熟的全球信息化时代。随着信息时代而生的网络营销业已成为大多数企业的一个重要营销手段，它的价值已经得到越来越多企业的认可。网络营销促使企业的传统营销规则发生了变革，同时，越来越多的人通过网络营销带来的机会和挑战，谋求自身的发展。而且随着经济的发展，人们生活水准的提高，更多的人逐渐地接受户外文化消费的理念。而户外作为一个新兴的朝阳产业，它的发展和繁荣离不开互联网，许多的户外企业纷纷投身于互联网中，户外行业的网络营销也因此应运而生。 在网络时代中，互联网成了各种信息传播的载体，近几年网络营销方式发展渐渐成熟，消费者对网络营销也从刚开始的怀疑与不接受逐渐变成了信赖与喜爱。网络营销不仅仅是对企业形象的塑造同时更是在建立企业品牌，借助互联网覆盖面广的特点，打造知名品牌。正因如此，依据信一公司这一网络企业的具体情况以及所处的户外行业近况，对其网络营销的现状进行研究，分析其网络营销的特点，剖析公司网络营销的宏观环境和内外部微观环境。在此基础上，运用营销学的相关理论，进一步的解析公司对网络营销市场的细分方式，剖析公司所运用的常规营销方式和特色营销方式。并以此为契机，阐明信一公司网络营销策略的实施标准和危机控制措施。
英文摘要：	With the rapid economic development, the Internet growing popularity, the electronic commerce technology mature gradually, the advent of the era of global information, the network marketing has become most enterprise is an important marketing tool, the value of it has been recognized by more and more enterprises. Network marketing to rewrite the rules of the business, is to bring new opportunities and challenges in all walks of life. With the development of economy, the improvement of people's living standard, more and more people begin to pay attention to the concept of outdoor sports consumption. Outdoor industry as an emerging sunrise industry, it is attached to the development and prosperity of the Internet, many outdoor companies to join the Internet produced outdoor industry network marketing. In the age, the Internet has become the carrier of all kinds of information transmission, network marketing began to mature in recent years, consumers in the network marketing began to trust and accept it. Network marketing is not only shaping corporate image but also in building a brand. Advantage of the characteristics of Internet coverage, create famous brand. According to the company network, in line with the actual conditions of the letter with a combination of outdoor industry status, the study of the status quo of the network marketing, analysis the characteristics of the network marketing, analyzes the company network marketing macro environment and micro internal and external environment. On the theory of marketing, further analysis of network marketing segmentation approaches, analysis of the conventional mode of network marketing way and characteristics. A detailed letter company network marketing strategy of the implementation of the standard and the system of crisis control.
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