基于苏宁易购网的国内企业网络营销策略分析.doc

基于苏宁（易购网）的国内企业网络营销策略分析 摘要 随着经济高速的发展，网络也得到了迅速发展。对于一个企业来说，综合运用网络工具作为企业营销的一种手段，才能把企业的业绩做的更大更好。 网络营销是随着互联网进入商业应用而逐渐诞生的，尤其是万维网、电子邮件、搜索引擎等得到广泛应用之后，网络营销的价值才越来越明显的。因此，企业的传统的市场营销模式逐步转变为企业网络营销，然而，现阶段国内企业网络营销是传统市场营销与国外的企业网络营销的结合体，较国外网络营销我国企业网络营销有许多优点，同时也存在着一些缺点和不成熟的问题。本文基于对苏宁电器易购网的分析来了解和分析国内外网络营销，从中找出国内企业网络营销存在的问题和缺点，进而做出相应的解决方法和策略。 基于以上思路，本文主要分为五个部分，具体如下：首先，阐述本文的问题提出、研究背景、国内外对于该问题的研究现状，然后介绍本文主要研究内容和研究方法；第二部分，文献综述，对企业网络营销的概述，以及国内外网络营销相关理论和特征；第三部分，对苏宁（易购网）的网络营销现状进行介绍和分析，介绍现阶段国内企业网络营销环境，得出其中存在的问题和不足；第四部分就是针对苏宁（易购网）的网络营销所存在的问题和不足，做出相应的对策研究；第五部分对苏宁（易购网）的网络营销所存在问题的解决做一个总体概述及其存在不足之处的展望。 关键词：网络营销 苏宁易购 国内外网络营销 Network marketing analysis enterprises based on Su Ning ABSTRACT With the rapid economic development, the network has been developing rapidly, network tools must be used by enterprise as a means to bring their business to do more. With the Internet access to commercial applications, network marketing came into being gradually, especially with the use of internet, email and search engine, the value of network marketing is becoming increasingly more and more evident. Therefore, the traditional marketing gradually transformed into enterprises network marketing, however, domestic enterprises network marketing is a combination of traditional marketing and foreign enterprises network marketing ,it has many advantages in relation to foreign network marketing, and there are some shortcomings and premature. I want to make this article on the basis of Su Ning electrical appliances, understanding and analyzing internal and external network marketing, finding shortcomings about domestic enterprise network marketing problems. Thus we can make appropriate solutions and strategies. Based on these ideas, this paper is divided into five parts as follows: First, describe the issues raised for the Research, the background of the problem and current situations at home and abroad, then introduce research contents and methods; second part is the literature review, on specific overview of network