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论文编号：	7148
作者编号：	2220120559
上传时间：	2015/5/26 11:42:26
中文题目：	A科技公司互联网营销创新研究
英文题目：	Research on Internet marketing innovation of A technology company
指导老师：	张玉利
中文关键字：	传统企业；互联网营销；互联网营销策略；互联网SIBO营销模型
英文关键字：	traditional enterprise; Internet marketing; the strategy of Internet marketing; the model SIBO of internet marketing
中文摘要：	长期以来，传统企业一直都是以4P等营销理论为依据，以企业自身的产品、渠道为核心、以价格、促销为手段开展营销工作，在竞争的过程中，其优劣的衡量标准主要看谁的产品质量更好、价格更低、促销力度更大、渠道覆盖面更广。但实际上这四点在传统营销模式下是很难兼顾的。伴随着互联网、通讯技术、移动终端设备的发展，互联网应用在全球范围内迅速得到普及，互联网企业级应用和传统企业营销的融合日益深刻。和传统营销相比，互联网营销可以有效的降低企业运营成本、扩大销售区域、简化消费者购物渠道，在顾客至上的时代，有效的提升企业的市场竞争力。 本文以A科技公司为实例，结合国内外互联网营销相关理论为基础，参照国外互联网营销模式实践，通过对A科技公司互联网营销战略实施全过程的分析，结合笔者近二十年来企业信息化的从业经验，文章系统性的归纳总结了九大互联网立体营销策略。同时，根据4P、4C、4R理论，以及4I等网络整合营销理论，本文创新性的提出了”SIBO”互联网营销模型，详细分析了社会化媒体营销、O2O电商、大数据、工业4.0等四种互联网营销方法在A科技公司的应用案例，并将四者进行有机的结合，紧密相关、互相促进，最终形成企业互联网营销的闭环模型。 关键词：传统企业；互联网营销；互联网营销策略；互联网SIBO营销模型。
英文摘要：	For a long time, the 4P marketing theory was the basis for the traditional enterprises, the products and the channels are core business, the price and promotion is the more important way for sale. In the process of competition, the standard of the value are the lists such as the quality of the products, the lower price, the promotion and the coverage of channel. But in fact, the four points in the traditional marketing model is difficult to take into account. Along with the development of the Internet, communication technology, mobile devices, Internet applications quickly gained popularity in the global scope, the integration of Internet enterprise application and the traditional marketing increasingly. Compared with the traditional marketing, Internet marketing can effectively reduce the operating costs of enterprises, expand the sales area, simplified the consumer shopping channel, in the customer-oriented era, effectively enhance the market competitiveness of enterprises. In this paper, take the A technology company as an example, combined with the theory of domestic and foreign Internet marketing as the foundation, refers to the practice of Internet marketing mode in foreign countries, through the analysis of the whole process of the implementation of the Internet marketing strategy of A company , combined with the author’s experience in the enterprise information for recent twenty years, the article summarizes the nine Internet three-dimensional marketing strategy. At the same time, according to the 4P, 4C, 4R, and 4I which are network integrated marketing theory, this paper figure out the model of "SIBO" which is describe the Internet marketing, to analysis the social media marketing, O2O provider, big data, virson 4.0 of industry etc. the four application of Internet marketing methods in the A company. and which are combined organic to make the relative relationship and promote each other in order to make the whole circle of the internet marketing. Key Words: traditional enterprise; Internet marketing; the strategy of Internet marketing; the model SIBO of internet marketing.
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