华亚展览会网络营销.docVIP

华亚展览会网络营销渠道的研究 摘 要 营销渠道属于价值链的一部分，企业通过营销渠道而获得市场，因此把营销渠道视为开拓和占领市场的关键。企业拥有四通八达的营销渠道网络，就拥有了市场的控制权。营销渠道的重要性可见一斑。 本文从网络营销的角度入手，以企业面临的新时期的网络环境为背景，以广州华亚展览服务有限公司（以下均称“华亚公司”）为载体，通过相关文献阅读，运用管理学和营销学等相关知识，循序渐进展开相关内容：首先，通过与传统渠道的对比分析，运用SWOT理论对网络营销渠道进行分析，对华亚展览会网络营销渠道并进行必要性和可行性的分析；其次，通过电子商务的相关知识，对网络营销渠道设计和构建；然后，根据对已构建渠道的效果分析和评估，结合相关数据和知识，对渠道进行优化推广和拓展；最后根据网络营销的相关知识，对多种营销渠道整合的冲突进行管理和整合，以及对多种网络渠道整合的风险研究。 本文重点研究网络渠道的优化和拓展，以及渠道冲突的管理和整合，旨在从理论上进一步丰富以往的研究成果，从实践上为华亚公司寻找适合自身发展的网络营销渠道。 关键词：网络营销；营销渠道；渠道冲突；渠道管理 Abstract As the key to exploit and occupy markets, marketing channel is part of the value chain, through which enterprises can get access to markets. Many enterprises have extensive marketing channel network to control markets. Obviously, marketing channel is so important. With the background of network environment which enterprises face in the new period and the carrier of Guangzhou Huaya Exhibition Service Co., Ltd, the thesis will spread out the related contents though relevant literature and the knowledge of management and marketing from the perspective of network marketing, which include: firstly, compared with traditional channels, analyze the companys network marketing channel by SWOT theory, and analyze its necessity and feasibility; secondly, design and construct network marketing channels by related knowledge of e-commerce; then, optimize and expand channels according to the effects of constructed channels and the relevant data or knowledge; finally, integrate and manage the conflict of marketing channels by related network marketing knowledge; and study its risks. The thesis focuses on the optimization and expansion of the network channels, and the management and integration of the channel conflict, aimed at enriching the past research results in theory, and in practice finding suitable network marketing channels for the company. Key words: network marketing; marketing channel; channel conflict; channel management 目 录 引言 1 1 华亚公司的网络营销渠道的分析 2 1.1 SWOT法分析网络营销渠道 2 1.2 必要性