浅析网络营销的沟通问题及应对技巧论文.docVIP

本科生毕业论文（设计） 题目： 浅析网络营销的沟 通问题及应对技巧 系 部 经济与管理学院 学科门类 经济学 专 业 国际经济与贸易 学 号 1006211028 姓 名 刘敏 指导教师 姚垚 2012年 5 月 20 日 浅析网络营销的沟通问题及应对技巧 摘 要 网络营销在企业的营销活动中占据着越来越重要的地位。网络营销作为一种新时代的营销模式，正以其成本低、信息量大、传播范围广、速度快、无时间地域限制、形象生动、可双向交流、反馈迅速等特点显示出传统营销无法比拟的优越性。网络营销将成为全球企业竞争的锐利武器。 网络营销沟通相较于传统的营销沟通有着巨大的优势，在企业营销战略中发挥着越来越重要的作用。然而由于网络营销沟通中存在着产品和质量虚拟性、交易风险性等障碍和缺点，致使在实际运作中的效果不甚理想。于是通过研究网络营销沟通的含义，分析网络营销沟通与传统营销沟通的区别，找出网络营销沟通存在的问题，最后给出网络营销沟通的技巧及建议。 关键词：网络营销 沟通 沟通技巧 ABSTRACT Network marketing in the marketing activities of enterprises occupy an increasingly important role. As a new era of marketing model, and its low cost, large amount of information, spread wide, fast, no time to geographical restrictions , vivid two-way communication, feedback quickly and so show that traditional marketing can not be compared superiority. It will become a competitive corporate world as a sharp weapon. Network marketing communications compared to traditional marketing communication has incomparable advantages and characteristics play an increasingly important role in the corporate marketing strategy and overall business strategy. However, due to the network marketing communication barriers and disadvantages of virtual products and quality, transaction risk, resulting in a less than ideal in the actual operation. The main subject of analysis of the meaning of the communication network marketing, the difference between network marketing communication and traditional marketing communication, analysis of barriers to communication in the network marketing, network marketing communication tips and suggestions. Keywords：Internet marketing ommunication Communicational skills 目 录 一、网络营销及沟通的内涵 1 （一）网络营销的内涵 1 （二）网络营销沟通的内涵 1 二、网络营销与传统营销沟通的区别 3 （一）传统营销与网络营销沟通模型 3 （二