毕业论文 慧聪网企业文化对其网络营销的作用.doc

慧聪网企业文化对其网络营销的作用 摘要 随着知识经济和经济全球化的发展，企业之间的竞争越来越表现为文化的竞争，企业文化已经成为企业竞争力的基石和决定企业兴衰的关键因素；与此同时，网络营销作为因互联网的快速发展而兴起的新型营销模式也越来越为企业所关注。企业文化对网络营销有什么影响，是如何影响的，其作用机理探讨成为一个新的课题。本文以慧聪网为研究对象，分析了慧聪网的企业文化含义及构成要素，并从网络营销理念、员工综合素质、网络营销环境三个方面出发，探讨了慧聪网企业文化对其网络营销的作用机理。全文分为五个部分，第一部分简要介绍了慧聪网的背景及现状；第二部分分析了慧聪网的企业含义及构成要素；第三部分是本文的重点，通过企业文化对网络营销理念的支持、对员工综合素质的培养、对网络营销环境的渗透阐述了慧聪网企业文化对网络营销的作用机理，同时，还引用了对100多名慧聪网员工的问卷调查数据进行论证；第四部分对慧聪网更好地利用企业文化整合网络营销提出了几点建议；第五部分综述了慧聪网企业文化对其网络营销的作用机理及影响表现。作者认为，企业文化对网络营销的作用是间接的，是通过作用于影响网络营销的因素而实现的。 关键词　　企业文化；网络营销；营销环境；营销理念；员工素质 Discussion for How does the Enterprise Culture of HC360 Effect its E-marketing Abstract With the development of kownledge economy and economic globalization, the competition between enterprises displays the competition for culture more and more, and corporate culture become the foundation stone of enterprises competitiveness and key factor of determining the rise and decline of enterprise; Meanwhile, the marketing of the network is paid close attention by enterprises more and more. What influence does corporate culture to the marketing of the network, and how does it affect, it has become a new subject. This paper regards hc360 as the research object, analyses the corporate culture meaning of hc360 and form the key element and has probed into the function mechanism to its network marketing of hc360 corporate culture with marketing idea of the network , staffs overall qualities , marketing environment . The paper is divided into five parts. Firstly, introducing the background of hc360 and current situation briefly; in the second part, it analyses the enterprise meaning of hc360 and form the key element; The third part It is a focal point of this paper, it explains that how the corporate culture of hc360 make function in net marketing in three way, and meanwhile, it also quoted and proved the result with the data from surveying of more than 100 hc360 employees; in the fourth part, the author gives some suggestions; finally, it summarizes the functio