Research proposal 研究开题报告.docVIP

Research proposal Candidate : Li xiaodong Major： PHD.in management Planned research topic during the doctoral period 1. Title of the planned research topic A study on the future of Network Marketing in terms of new trend and innovation Research status and significance of the planned research topic Since the 1970s,the new concept of marketing emerge in endlessly.There have been“Strategic Marketing”、“Macro marketing”、“Rational consumption”，as well as Hughes Tuckers “service marketing”etc. Till 1986, Philip Kotler put forward the “big marketing theory”combined with the point of view of predecessors,advocates the marketing mix from tactical marketing to strategic marketing which based on market segmentation, target market, market positioning. This is regarded as “the second revolution”in marketing.This thought emphasizes the strategy before the tactics,with the establishment of strategic marketing plan, can implement tactical marketing mix.So far,this idea is still the mainstream of marketing theory. But since the mid-1990s, the Internet has been expanding at a fast speed, having becoming the global largest and most popular computer information network. By getting rid of the concept of Geopolitics, Geo-economics and Geo-culture, it has formed a brand-new cross-border, cross-cultural and cross-language virtual space featuring information. Against the backdrop, the academic field both at home and abroad has waved an evaluation and research upsurge of the Internet. The world entered the Internet Era. Kotler keenly felt the impact of this change on marketing, he put forward the marketing system concept In 1987. He thought,information technology and global competition breeds a new marketing revolution.Therefore, a lot of new content continue to increase in each new version of his classic textbook 《marketing management》，Including“Customized Marketing”、“Network Marketing”、“Marketing Decision-making Support System ”、“Marketing Work Station”etc.Ma