公司网络营销策略研究
1导论.................................................................................................................……1
1.1研究背景...................................................................................……，..........................……1
1.2研究意义....................................................................................................................……2
1.3研究思路与框架.......……，..........................................................................................……2
2营销理论综述.................................................................................................……4
2.1营销理论的发展....................................................……，.............................................……4
2.2STP理论....................................................................................................................……5
2.3组合理论....................................................................................................................……6
2.3.14Ps理论...........................................................................................................……6
2.3.24Cs理论...........................................................................................................……6
2.3， 34RS理论...........................................................................................................……7
2.3.44Ps、4Cs、4R的关系...........................................................……，..................……8
2.4网络营销及其特点分析..................................................··········································……8
2.4.1网络营销的定义............................................................................·......···········……8
2.4.2网络营销与传统营销的比较..........................................................................……9
2:43网络营销的新特点..................................................·····.································……10
2.4.4网络营销的新趋势.................................................·······································……n
3植物提取物网络营销环境分析..................................................................……13
3.1行业环境分析...................................................................................·.·····················……13
3.2市场环境分析.......................................................................................····..·············……14
3.2.1国内市场环境..............................................................................··················……14
3.2.2国际市场环境..............................................................................··················……15
3.3网上顾客特点分析..................................................................................·...············……16
3.3.1网上顾客分类...................................................................……，.……，.....·········……16
3.3.2网络消费心理特征........……，.....................................·...································……16
4奥晶公司网络营销现状及问题..................................................................……18
4.1企业概况..................................................................................................................……18
4.2业务分析…，..............................................................................................................……18
4.3营销现状..................................................................................................................……18
4.3.1企业现有网络营销工具分析........................................................................……18
4.3.2现行的营销策略分析...........……，....................··············································……22
4.4营销存在的问题............................................................................................··········……23
4.5SWOT分析............................................................................................................··……24
工商管理硕士学位论文
4.5.1机遇................................................................................................................……24
4.5.2优势................................................................................................................……25
4.5.3劣势................................................................................................................……25
4.5.4挑战................................................................................................................……26
5奥晶公司市场选择及营销框架...................................................................……27
5.1市场细分..................................................................................................................……27
5.1.1网络市场细分定义........................................................................................……27
5.1.2BtoB的市场细分标准..................................................................................……27
5.1.3奥晶公司产品的市场细分............................................................................……27
5.2目标市场选择..........................................................................................................……28
5.3市场定位..........................................……，.................................................................……29
5.4营销目标框架..........................................................................................................……30
5.4.1网络营销目标分类........................................................................................……30
5.4.2网络营销目标定位........................................................................................……31
6营销组合策略的制定与实施...............……，.................................................……32
6.2产品策略—满足顾客的需求和期望，形成品牌忠诚度..................................……35
6.2.1进行消费者特征分析....................................................................................……35
6.2.2产品的国家质量认证....................................................................................……35
6.3价格策略—降低顾客的费用..............................................................................……36
6.3.1提供价格查询服务........................................................................................……36
6.3.2开发自动调价系统........................................................................................……36
6.3.3价格制定公开化............................................................................................……36
6.3.4设立价格讨论区............................................................................................……37
6.4促销策略—顾客与企业的沟通，有效传递产品信息......................................……37
6.4.1广告受众的界定............................................................................................……38
6.4.2网络广告促销................................................................................................……38
6.4.3企业网站促销...............................……，..........................................................……40
6.5.1网络营销渠道的类型....................................................................................……42
6.5.2完善网络服务的必要性................................................................................……43
目录
6.5.3网络营销服务的要点.................................……，............................................……43
6.5.4网上顾客服务的叁阶段.............................................................................……，二44
6.5.5网络营销渠道策略........................................................................................……44
7网络营销策略实施建议...............................................................................……50
8结论...............................................................................................................……53
8.1所做的工作..............................................................................................................……53
8.2研究问题得出的结论.……，......................................................................................……53
致谢................................................................................................................……54
参考文献..........................................................................................................……55