网络时代营销变革.doc

网络经济时代的营销变革 摘要 网络经济的迅猛发展，已经使网络经济逐步渗透到社会经济的各个环节。网络不仅改变了人们的生活，而且还对企业的生产方式、经营方式，尤其是企业的营销环境及与之相对应的营销方式产生了巨大影响。营销的成功与否直接关系着企业的生死存亡，那么企业如何利用好现代网络，在现有营销理论的基础上设计出符合企业网络营销的营销策略，积极应对现实环境的变化所造成的风险，并把握机遇实现成长是本论文的研究方向。 本文首先对研究背景进行简单介绍，包括网络经济的宏观背景和企业的实践背景。其次，对网络经济、网络营销的相关理论进行综述。然后，我国网络营销的发展现状及存在的问题对进行分析。最后，按照传统的市场营销的“4P”理论与网络营销环境相结合提出有实际借鉴意义的网络营销的营销策略。 关键词：网络经济，网络营销环境，网络营销策略 The rapid development of the network economy, network economy has gradually penetrated into all aspects of social economy.The network not only changed peoples life, but also to the enterprises mode of production, mode of operation, especially had a great influence on the enterprise marketing environment and the corresponding marketing mode.Marketing success or not directly related to the enterprise of vital importance, then the enterprise how to make good use of modern network, to meet the enterprise network marketing strategy design based on existing marketing theory, by actively respond to changes in the realistic environment risk, and grasp the opportunities to achieve growth is the research direction of this thesis. This paper first introduces the background of the research, including the network economy background and business practices.Secondly, it summarizes related theories of network economy, network marketing.Then, the development of network marketing situation in China and the existing problems of analysis.Finally, according to the traditional market marketing 4P theory and network marketing environment which combines with the practical significance of the network marketing strategy. Keywords: network economy,network marketing environment, the network marketing strategy 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc346721017 1绪论 PAGEREF _Toc346721017 \h 1 HYPERLINK \l _Toc346721018 1.1研究背景 PAGEREF _Toc346721018 \h 1 HYPERLINK \l _Toc346721019 1.11 宏观背景 PAGEREF _Toc346721019 \h 1 HYPERLINK \l _Toc346721020 1.12 企业实践背景 PAGEREF _Toc346721020 \h 1 HYPERLINK \l _Toc346721021 1.2本文研究的目的与意义 PAGEREF