市场营销专业毕业论文--网络营销的产品策略初探.docVIP

本 科 毕 业 设 计（论 文） 题 目 同程网开展网络营销的对策研究 学 院 商学院 专 业 市场营销 班 级 学 号 学生姓名 指导教师 摘 要 21世纪是以网络为核心的信息时代。网络化、信息化和数字化正在从整体上影响人类社会以及世界经济发展的进程。以网络技术为重要内容的信息技术已经成为经济发展的关键因素。目前全球电子商务正呈现出突飞猛进的发展，市场信息与商务信息的处理和传递更突破了时间和地域的限制。市场各要素表现出高效、及时的融合，提高了整个市场的经济运行效率，而网络正在逐渐成为一个真正的全球性的“新兴市场”。 本文首先对网络营销的基本理论进行了概述，其次又对同程网网络营销进行了相应的优缺点分析以及网络营销的发展现状，指出公司网络营销的产品策略。在此基础上，本文主要分析同程网进行网络营销的现状，同程网在进行网络营销时所运用的产品策略，并对同程网的网络营销进行了SWOT分析，针对同程网在网络营销过程中宣传力度不够，品牌意识不强，新产品开发等问题提出了加大宣传力度，树立品牌意识，加快新产品开发，积极开拓手机市场的积极扩张战略。使企业能够更好的运用网络营销进行旅游产品的销售，给企业带来更大的利益，提高同程网的市场营销能力。 关键词：网络营销；产品策略；同程网 Abstract The 2lst century is a net work-based information era. Network, information and digitization are promoting the development of the human society and the world economy on the whole. The network-based information technology has been the key factor and accelerator of economy development. The global e-commerce has been developing rapidly; the processing and transmission of market and business information has broken through the limit of time and region；the efficient and immediate mergence of Various marketing elements has improved operation efficient of the whole rnarket;so network has become a real worldwide rising market． In this paper,irst, we have an overview of the basic theory of E-marketing. Secondly, we analyze the corresponding advantages and disadvantages of the company’s E-marketing and point out which product strategy has taken. On this base, we’ve analyzed the present situation of the 17U’s E-marketing and which product strategy has taken. We also conduced SWOT analyze of its E-marketing. And put forward about brand awareness is not strong, new product development and other issues as increasing publicity, we should build brand awareness, accelerate new product development, actively