校园礼品的网络化营销研究［毕业设计，精品论文］.doc

校园礼品的网络化营销研究 摘 要 伴随着当今社会网络的普及应用，网络已逐渐替代传统媒体成为传播渠道的主流，而网络营销也越来越广泛的被应用于商务贸易中。正是由于科技的发展，企业的营销格局也发生了相应变动；而目前大学生就业情况面临瓶颈，有待新就业模式的开拓；所要选择的销售商品对于礼品行业而言是一种新型概念；这就需要在理论上对其特殊商品在网络背景下，其营销模式的建立和维护做出新的研究，制定新的营销策略已适应新概念商品的销售。 关键词：网络营销 校园礼品 情感文化 营销策略 Research Cyber Marketing Strategy in Gift Market with campus Major：Tourism Management Student： Supervisor：Abstract Popularizing being accompanying the society network in the nowadays applies , the network replaces the tradition medium already gradually becoming the main current spreading a channels, but the also more and more broad quilt of network marketing applies to business affairs trade middle. Exactly be because of development of science and technology, the enterprise camp sells a pattern also corresponding alteration happened; But college student employment condition is confronted with a bottleneck at present, developing waiting for the new employment pattern; That what be more alternative than sells a commodity is one kind of new model concept to gift industry ; This requires that background is in terms of theory lower to whose peculiar commodity in the network right away , whose camp sells pattern building-up and defends the marketing doing out new go into , working out new camp selling tactics already adapting to new. Key words：Cyber marketing Campus gift Emotion culture marketing policy 目 录 1.绪论……………………………………………………………………………………………1 1.1 选题目的和意义…………………………………………………………………………1 1.1.1 选题背景 …………………………………………………………………………1 1.1.2 选题意义 …………………………………………………………………………1 1.2 文献综述…………………………………………………………………………………1 1.2.1 网络营销的国内研究现状 ………………………………………………………1 1.2.2 网络营销的国外研究现状 ………………………………………………………2 1.3 论文主旨…………………………………………………………………………………2 1.3.1 论文思路及结构 …………………………………………………………………2 1.3.2 主要研究内容 ……………………………………………………………………3 2. 经营产品 ……………………………………………………………………………………3 2.1 产品概况…………………………………………………………………………………3 2.1.1 产品定义 …………………………………………………………………………3 2.1.2 产品特征 …………………………………………………………………………3 2.1.3 产品分类 …………………………………………………………………………4 2.2产品