知识类产品的网络营销___艺通数码营销策略的研究.pdf

知识类产品的网络营销——艺通数码营销策略研究 摘 要 随着网络技术的发展和经济全球化的进程，网络营销以传统营销无 法比拟的优势，迅速发展成为最具前景的现代营销方式之一。网络营销 方面的理论和应用研究涉及到各行各业，但是专注于知识类产品的网络 营销方面的专著并不多见。本文通过国内外最新网络营销理论、案例分 析对如何开展知识类产品的网络营销问题进行系统的研究。 本文共分为六大组成部分：绪论、网络营销理论综述、网络营销市 场现状概述、新加坡艺通数码国际有限公司背景介绍、新加坡艺通数码 国际有限公司的营销策略、新加坡艺通数码国际有限公司网络营销分析 及建议。 本文充分利用了网络营销理论（如“4Ps”、“4Cs”营销理论、长 尾理论、直复式网络促销理论等），结合新加坡艺通数码国际有限公司 的网络营销实例分析，提出了知识类产品的网络营销的具体策略，希望 能为我国或新加坡得知识类产品企业开展网络营销业务提供一些思路。 关键词：网络营销，知识类产品，长尾网络整合营销理论 INTERNET MARKETING OF KNOWLEDGE PRODUCTS - ANALYSIS OF E-COM DIGITAL MARKETING STRAGEGY ABSTRACT With the rapid development of the internet technology and economy globalization, internet marketing is becoming a brand-new and booming modern marketing mode. It has more advantages than traditional marketing modes. The theory and application of internet marketing have reached many kinds of industries, but the internet marketing monograph on knowledge product is not popular. Therefore this paper is focus on researching knowledge product’s internet marketing. Main contents of this paper is include 6 parts: General introduction of internet marketing, theories of internet marketing, present internet marketing status, background introduction of Singapore E-COM Digital International PTE LTD, marketing strategy of Singapore E-COM Digital International PTE LTD, analysis and suggestion of Singapore E-COM Digital International PTE LTD’s internet marketing strategy. By anglicizing Singapore E-COM Digital International PTE LTD’s case with internet marketing theories such as 4Ps, 4Cs, the long tail theory, direct Marketing are used to, this paper give detail solutions of how to make knowledge product’s internet marketing strategy. This paper also provides some reference and suggestion for Chinese and Singapore’s knowledge product enterprise’s internet marketing business. KEY WORDS: Internet marketing, knowledge