我国网络营销策略的研究与分析.docVIP

网络营销策略的研究和分析 摘要 随着经济的发展，网络普及的范围越来越广，一种新的营销方式由此产生，它就是网络营销，网络营销区别于一般的传统营销，是通过网络这个虚拟的平台将购买者与消费者紧密的联系在一起，通过网上支付完成商品的买卖，通过货物运输方式将消费者的商品及时准确的送往顾客手中。 本文重点研究网络营销策略，首先阐述网络营销的概念以及网络营销在中国的发展状况和我国网络营销中存在的一些非常具体的问题。随后分析了网络营销的四种策略，他们分别是“网络营销中的产品策略”、“网络营销中的价格策略”、“网络营销中的渠道策略”、“网络营销中的促销策略”，并分别指出这四种策略与传统的营销组合方式相比之下的优势。最后根据理论分析以及发展方式的角度针对目前我国网络营销的发展状况给出本人的几点建议 。 关键词：网络营销；营销组合；营销策略 Research and analysis of network marketing strategy Abstract With the development of economy, the network is more and more popular, which resulted in the born of a new marketing mode, that is the network marketing, the traditional marketing is different from the network marketing in general, through the virtual network platform , buyers and sellers will more closed ; through online payment the sale of goods was completed; through the transportation of goods, the seller’s goods will be timely and accurately to the buyers This paper focuses on the research of network marketing strategy, firstly, introducing the concept of network marketing 、 network marketing development situation in China and problems with network marketing. Then , analysis of the four strategies of network marketing, they are network marketing product strategy , network marketing strategy of the price , network marketing channel strategy , network marketing promotion strategy , and then, we would like to points out the marketing combination of these four kinds of strategies and traditional compared to advantage. At last, according to the theoretical analysis and the point view of development mode at present, give some suggestions to the Chinas network marketing development. Keywords: network marketing; mix of marketing; marketing strategy 目录 绪论 1、研究背景。根据第22次中国互联网络发展状况统计报告，截至2008年6月底，中国网民数量达到2.53亿，网民规模跃居世界第一位，网民规模继续呈现持续快速发展的趋势，比去年同期增长了9100万人，同比增长56.2%，在2008年上半年，中国网民数量净增两位4300万人。截至2008年6月底，中国网民中的28.9%在过去半年曾经使用手机上过网，手机网民规模达到了7305万人。而且，必将成一个上涨的趋势。由此，我们不难发现，网络营销将越来越受到重视。 nic.crl 2008.06