品牌对网络营销的市场影响.docxVIP

摘要当今时代，品牌已成为企业决胜市场的重要工具。如何科学地进行品牌战略决策是当前国内企业所面临的一项重大课题。网络技术的快速发展，企业之间的竞争也快速进入网络传播竞争阶段，以前的以广告为企业营销竞争焦点的时代已经渐渐过去了，现在已经进入了品牌竞争时代。网络传播和网络营销已经成为互联网企业建设和发展的关键所在，如何才能让品牌的网络营销在纷繁的网络信息中脱颖而出，如何才能在短时间能把网络营销做好做响，如何才能让现实中的品牌优势延伸到网络上，这一系列问题成了很多企业网络传播建设和发展的关注热点。本文在相关背景的基础之上，首先阐述了网络营销的相关概念，然后分析了企业营销策略在网络购物中的运用，并分析了其存在的问题，最后提出了完善对策，希望通过本文的研究，可以抛砖引玉，对相关领域的研究有所贡献。关键词：企业营销策略 4P CI 定位理论AbstractToday, the brand has become an important tool for enterprises to win the market. How to carry on the brand strategy decision scientifically is an important subject faced by domestic enterprises. The rapid development of network technology, the competition between enterprises is also quick access to network communication competition stage, the previous advertising as the focus of the enterprise marketing competition era has gradually passed, has now entered the era of brand competition. Network communication and network marketing has become the key to the construction and development of the Internet business, how to make the brand network marketing talent shows itself in numerous network information, how can the network marketing do ring in a short time, how to make the reality of the brand extends to the network, a series of problems to deal with a lot of hot network communication of enterprise construction and development. This paper studies the three squirrel network communication and network marketing as an example, the analysis of the current network spread three squirrels of success, the paper points out the existing problems and put forward the specific countermeasures, hope that through this study, can hope to contribute to research in related fields.Keywords：The Marketing Theory of 4Ps;CI theory目录摘要 ………………………IAbstract ………………………II引言 ………………………11 相关理论概述 ………………………21.1 网络营销的含义 ………………………21.2 网络营销的方法 ………………………21.3 4P营销理论 ………………………31.4 CI营销策略 ………………………32 企业营销策略在网络购物中的运用 ………………………42.1 产品策略 ………………………42.2 渠道策略 ………………………52.3 定价策略 ………………………52.4 三方满意程度 ………………………52.5口碑营销与体验营销 ………………………63存在的问题 ………………………73