产品生命周期各阶段网络营销传播方式的整合应用研究详解.docx

产品生命周期各阶段网络营销传播方式的整合应用研究摘要：现代互联网高速发展，企业正处于一个技术改革、信息爆炸与市场变幻莫测的时代。在这种情况下，网络营销传播越来越受到企业的重视。但无法否认，它的应用还很不完善。众所周知 ，在不同阶段的产品生命周期中，企业营销传播的目标不同，那么传播方式也应有所区别。而本文则试图将网络营销传播方式对应产品生命周期来研究，以使营销传播的效果最大化。据此，本文首先分析了网络营销传播方式的优势及其整合应用的必要性；然后整理归纳出了产品生命周期各阶段网络营销传播方式的整合应用模型；最后，基于此模型，重点分析了产品生命周期四个阶段的特点和传播目标，并提出了比较合适的网络营销传播组合。但这网络营销传播方式的整合应用并不是严格划分的，企业应结合外部环境和内部情况灵活运用。关键字：产品生命周期网络营销传播方式整合应用ARESEARCHABOUTTHE INTEGRATED APPLICATION OF THE NETWORK MARKETING MODE OF TRANSMISSIONIN EACH STAGE OF THE PRODUCT LIFE CYCLEABSTRACT:Now the Internet is developing quickly,and enterprisesare in an era of technology transition, information explosion and market rapidly changing. In this background, the network marketing communication is more and more brought to the attention of the enterprise. But we have to admit that Its application is still very incomplete. As is known to all, In the differentphases of product life cycle,the goal of theenterprise marketing communication is different, Then the mode of transmission also should be different.In order To maximize the effect of marketing communications, this paper tries to study the network marketing mode of transmission corresponding to the product life cycle. SoThis paperfirstly analyzes on the advantages of the network marketing mode of transmission and the necessity of the integration application. And then it inductivesthe integrated application model of the network marketing mode of transmission in each stage of the product life cycle. finally, Based on this model, This paper analyzes the characteristics of the four stages of the product life cycle and the goal of theenterprise marketing communications, and puts forward a more appropriate combination of the network marketing communications. But the integration application of the network marketing mode of transmission is not divided strictly. Enterprises should use it with flexible according to external environment and internal situation.KEYWORDS:Product life cycleThe network marketing mode of transmiss