网络整合营销传播策略研究.doc

优秀毕业论文 毕业论文（设计） 题 目： 网络整合营销传播策略研究 系部名称： 经济管理系 专业班级： 营销 071 班 学生姓名： 郭征 学 号： 200580424149 2011 年 5 月 26 日 毕业论文（设计） 毕业论文（设计） 摘要 随着改革开放的深入发展，特别是进入 21 世纪以来，在媒介膨胀、信息爆炸 式增长、受众注意力严重缺损的网络时代，营销策略也伴随着这些因素的变化而 形成了一个动态的发展过程。企业的营销理念也从传统市场营销向网络整合营销 逐步改变。 本论文的研究目的在于：在分析网络整合营销特性的基础上，构建出企业网络 整合营销的传播渠道，并提出有效的企业网络整合营销的传播实施策略，为企业 开展网络整合营销提供一个依据。 本文运用文献分析法，提出了营销环境随着网络媒介的发展而发生着重要变 化这一观点，认为进入 21 世纪，网络作为新的营销传播形式日益突出其地位；运 用个案研究法，提出了网络整合营销传播模式的优越性以及对当今大时代背景下 企业经营发展有着重要影响这一观点；运用总结归纳法，提出了网络整合营销传 播有众多部件组成，并且每个部件对网络营销传播有着密不可分的关系。 关键字：网络整合营销，营销传播，策略 I Network Integrated Marketing Communication Strategy Abstract With the deepening of reform and opening-up development,Especially in the 21st century,In media expansion, information explosive growth,The audience attention serious defect in network era, marketing strategy is also associated with these factors change formed a dynamic process of development,Enterprise marketing idea, also from the traditional market marketing to network of integrated marketing gradually changed. This thesis research purpose lies in: on the analysis of the characteristics of network of integrated marketing, on the basis of the construct enterprise network integration marketing dissemination channels, and puts forward effective enterprise network integration marketing dissemination implementation strategies for enterprise to develop the network, provide a basis for integrated marketing. This paper USES document analysis, proposed the marketing environment as the network media development and important changes happening. This view that in the 21st century, as a new form of marketing communications network increasingly prominent its status; Use case study, puts forward the network marketing dissemination pattern on the advantages and big background business development has an important effect on this view; Inductive method, put forward by summarizing network of integrated marketing communications have numerous components, and each component of network marketing dissem