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