網(wǎng)絡(luò)營(yíng)銷探析
1.3萬(wàn)字 14頁(yè)




摘 要
互聯(lián)網(wǎng)的出現(xiàn)，從最初單一的軍事目的，到目前逐漸轉(zhuǎn)向主要以商業(yè)和日常應(yīng)用為主，可以說(shuō)是過(guò)去的二十世紀(jì)人類社會(huì)創(chuàng)造的為數(shù)不多的幾個(gè)具有重大意義和深遠(yuǎn)影響的發(fā)明之一。它給未來(lái)人類社會(huì)的發(fā)展開(kāi)辟了一個(gè)無(wú)比巨大的可以盡情施展的空間
當(dāng)人們從最初的新奇和激動(dòng)中冷靜下來(lái)后，開(kāi)始潛心思考互聯(lián)網(wǎng)究竟能為人類世界做些什么，精明的企業(yè)家、學(xué)者早已經(jīng)開(kāi)始研究如何把互聯(lián)網(wǎng)和企業(yè)更好的連接起來(lái)，以便更好的充分利用互聯(lián)網(wǎng)的優(yōu)勢(shì)搞好企業(yè)經(jīng)營(yíng)運(yùn)作。在開(kāi)展網(wǎng)絡(luò)營(yíng)銷工作之前，人們不禁要問(wèn)一些這樣的問(wèn)題：什么是網(wǎng)絡(luò)營(yíng)銷？網(wǎng)絡(luò)營(yíng)銷同傳統(tǒng)營(yíng)銷有哪些優(yōu)勢(shì)？網(wǎng)絡(luò)營(yíng)銷的基本模式？以及進(jìn)行網(wǎng)絡(luò)營(yíng)銷應(yīng)該如何策劃？從這些問(wèn)題出發(fā)，本人收集了大量的相關(guān)資料，對(duì)以上問(wèn)題進(jìn)行概括和整理，對(duì)網(wǎng)絡(luò)營(yíng)銷進(jìn)行了初步的介紹。
本文從N世代以及N世代的消費(fèi)者特征著手，首先介紹了網(wǎng)絡(luò)營(yíng)銷的產(chǎn)生：網(wǎng)絡(luò)營(yíng)銷是伴隨著互聯(lián)網(wǎng)的高速發(fā)展而應(yīng)運(yùn)而生的。網(wǎng)絡(luò)營(yíng)銷是一種以消費(fèi)者為導(dǎo)向，個(gè)性化的；具有極強(qiáng)的互動(dòng)性；能滿足消費(fèi)者對(duì)購(gòu)物方便性的需求；能滿足價(jià)格重視型消費(fèi)者的需求等方面為特征的營(yíng)銷手段。同時(shí)，文章也闡述了網(wǎng)絡(luò)營(yíng)銷的產(chǎn)生對(duì)傳統(tǒng)營(yíng)銷的沖擊。接下來(lái)，文章介紹了網(wǎng)絡(luò)營(yíng)銷的基本模式，包括：企業(yè)上網(wǎng)宣傳、網(wǎng)絡(luò)分銷協(xié)作模式、網(wǎng)上直接銷售模式、網(wǎng)上營(yíng)銷集成模式。然后從幾個(gè)方面探討了企業(yè)網(wǎng)絡(luò)營(yíng)銷的基本策略，包括產(chǎn)品策略，價(jià)格策略，促銷策略，渠道策略。隨著中國(guó)互連網(wǎng)的迅速發(fā)展，本文也對(duì)我國(guó)網(wǎng)絡(luò)營(yíng)銷的現(xiàn)狀，及其主要阻礙進(jìn)行了分析，指出我國(guó)企業(yè)的網(wǎng)絡(luò)競(jìng)爭(zhēng)意識(shí)不強(qiáng)，網(wǎng)絡(luò)利用率不高，其營(yíng)銷方式單一網(wǎng)絡(luò)營(yíng)銷產(chǎn)品少、范圍不廣，以及網(wǎng)絡(luò)營(yíng)銷策略水平不高，效益不佳等方面的不足。文章最后，筆者結(jié)合一系列的資料，以及對(duì)資料的反思，對(duì)我國(guó)網(wǎng)絡(luò)營(yíng)銷所出現(xiàn)的問(wèn)題，提出了一些想法，并對(duì)問(wèn)題的解決提出了自己的一些建議。由于本人水平及各方面的原因，文章在有些方面寫得還不夠全面和透徹，有些觀點(diǎn)有待商榷和進(jìn)一步推敲，但我希望本文能為我國(guó)得網(wǎng)絡(luò)營(yíng)銷事業(yè)提供一點(diǎn)參考。
互聯(lián)網(wǎng)提供了一個(gè)讓人盡情展示的舞臺(tái)，盡管它本身也正處于發(fā)展的初期，但是，相信隨著通信、計(jì)算機(jī)等技術(shù)的發(fā)展，網(wǎng)絡(luò)必將為人類社會(huì)提供更加寬廣的發(fā)揮空間，企業(yè)乃至整個(gè)世界將更深入地融入網(wǎng)絡(luò)世界中去。


關(guān)鍵字：國(guó)際互聯(lián)網(wǎng) 網(wǎng)絡(luò)營(yíng)銷 模式 策劃



Abstract
As we all know that it was for the military purpose that internet was invented.Now it has turned gradually to use in commerse and our daily life.It is no doubt that Internet is one of the several very important inventions in the twentieth century.And it provides a huge space that the people coming can display whatever they want.
Calming down from the surprise and excitement at the beginning,people have concentrated to think about what internet can really do for human beings.Those smart enterprisers and scholars have already begun to study how to make full use of internet in our enterprises.Before cybermarketing was utilized,we may ask questions like:what is cybermarketing?what is the feather and advantage of cybermarketing compared with traditional need to use cybermarketing?what are the basic models of it?And how we plan when we use cybermarketing in the Internet?Being interested in such questions and starting from this questions,I collected many relevant materials to summarize and arrange those questions above and have given a first introduction about cybermarketing.
My paper just start from the feature of the Net Generation and the concumers in Net Generation.First,it introduced the emerge......