网络营销与传统营销的整合_毕业论文.doc
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网络营销与传统营销的整合_毕业论文,摘要 网络技术作为新时期信息技术发展的核心，正推动着电子商务的蓬勃发展，带动了企业运作模式的彻底变革。如何有效利用互联网络进行交互营销，并使之与传统营销实现整合，成为企业在这场变革中所面临的首要课题。尽管网络企业和传统企业同样需要网络营销，但由于在经营环境上的差异，网络营销的方法也有一定差别。相对来说，传统企业的网...
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摘要
网络技术作为新时期信息技术发展的核心，正推动着电子商务的蓬勃发展，带动了企业运作模式的彻底变革。如何有效利用互联网络进行交互营销，并使之与传统营销实现整合，成为企业在这场变革中所面临的首要课题。尽管网络企业和传统企业同样需要网络营销，但由于在经营环境上的差异，网络营销的方法也有一定差别。相对来说，传统企业的网络营销方式简单一些，一些电子商务公司特有的营销手段在传统企业中可能并不适用。对于传统企业来说，彻底的网络化还需要一个过程，网络营销是一种辅助性的营销策略，也是一个全新的领域，建立网站、网址推广、利用网站宣传自己的产品和服务等等，都是网络营销的内容，网站为人们提供了一个了解企业的窗口，在初级阶段，网站的形象与企业形象之间可能并不完全一致，因为在企业网站建立之前，企业的供应商、合作伙伴、顾客等对于公司已经有了一定的认识，企业的品牌形象在建立企业网站之前就已经确立了。所以传统营销和网络营销如果能掌握的好会发挥出她的价值。本文论题为：《网络营销与传统营销的整合》将着重讨论网络营销如何与实现传统营销的整合。本文阐述了网络营销与传统营销的相同与差异，列举了实例说明了网络营销在实际应用中相较于传统营销的可用性，和被消费者得认同性。与传统营销比，只要能够将网络营销与传统营销的整合做好，那么无论是给客户还是商家都会带来的颠覆性的利益和方便。网络整合营销就是为了建立、维护和传播品牌，以及加强客户关系，而对品牌进行计划、实施和监督的一系列营销工作。网络整合营销就是把各个独立地营销综合成一个整体，以产生协同效应。
关键词: 网络营销 传统营销 营销整合
Abstract
The networking takes the new time information technology development the core, is promoting the electronic commerce vigorous development, has led the enterprise operation pattern thorough transformation. How to carry on the interactive marketing effectively using the Internet, and causes it to realize the conformity with the traditional marketing, becomes the enterprise the most important topic which faces in this transformation. Although network enterprise and Traditional enterprise similar need network marketing, but because in condition of business's difference, the network marketing's method also has certain difference. , Traditional enterprise's network marketing way simple somewhat, some electronic commerce company unique marketing method possibly is not on the other hand suitable in the Traditional enterprise. Regarding the Traditional enterprise, the thorough network also needs a process, the network marketing is one kind of auxiliary marketing strategy, is also a brand-new domain, establishes the website, the website promotion, to propagandize own product and service and so on, using the website was the network marketing contents, the website has provided an understanding enterprise's window for the people, in initial stage, website image with enterprise image between possibly not completely consistent, because before enterprise website establishment, enterprise's suppliers, the partner, the customer and so on already had certain understanding regarding the company, enterprise's brand image before establishing the enterprise websiteAlready established. Therefore traditional marketing and network marketing, if can support with will display her value. This article thesis is: how "Network Marketing And will Traditional Marketing's Conformity" discuss the network marketing with to realize the traditional marketing conformity emphatically. This article elaborated the network marketing and the traditional marketing with the difference, enumerated the example to show same the network marketing compared in the practical application in the traditional marketing usability, with by the consumer must the approval. With traditional marketing compared to, so long as can does the network marketing and the traditional marketing conformity, regardless of then the subversive benefit which can bring for the customer or the business and convenient. The network conformity marketing is to establish, the maintenance and the dissemination brand, as well as strengthens the customer relations, but carries on the plan, the implementation and surveillance's a series of marketing work to the brand. The network conformity marketing is synthesizes each independence marketing marketing a whole, has the cooperative effect.
Keywords: Internet Marketing traditional marketing marketing integration
目 录
网络营销与传统营销的整合 I
摘要 I
Abstract II
目 录 IV
第1章 绪 论 - 1 -
第2章 网络营销的范围划分及特征 - 3 -
2.1 网络营销的范围划分 - 3 -
2.1.1 传统的网络营销 - 3 -
2.1.2 网络营销建设的不同标准 - 3 -
2.1.3 网络营销的新旧形式 - 3 -
2.2 网络营销的特征： - 3 -
第3章 网络营销较传统营销的优势、劣势及差异分析 - 5 -
3.1网络营销的优势 - 5 -
3.2网络营销的劣势 - 5 -
3.3网络营销与传统营销之间的差异： - 6 -
第4章 网络营销与传统营销整合 - 8 -
4.1 网络营销与传统营销整合的必要性 - 8 -
4.1.1 网络营销对传统营销的冲击 - 8 -
4.1.2 传统营销的不可替代性及与网络营销的互补 - 8 -
4.2 传统营销与网络营销的整合模式 - 9 -
..
网络技术作为新时期信息技术发展的核心，正推动着电子商务的蓬勃发展，带动了企业运作模式的彻底变革。如何有效利用互联网络进行交互营销，并使之与传统营销实现整合，成为企业在这场变革中所面临的首要课题。尽管网络企业和传统企业同样需要网络营销，但由于在经营环境上的差异，网络营销的方法也有一定差别。相对来说，传统企业的网络营销方式简单一些，一些电子商务公司特有的营销手段在传统企业中可能并不适用。对于传统企业来说，彻底的网络化还需要一个过程，网络营销是一种辅助性的营销策略，也是一个全新的领域，建立网站、网址推广、利用网站宣传自己的产品和服务等等，都是网络营销的内容，网站为人们提供了一个了解企业的窗口，在初级阶段，网站的形象与企业形象之间可能并不完全一致，因为在企业网站建立之前，企业的供应商、合作伙伴、顾客等对于公司已经有了一定的认识，企业的品牌形象在建立企业网站之前就已经确立了。所以传统营销和网络营销如果能掌握的好会发挥出她的价值。本文论题为：《网络营销与传统营销的整合》将着重讨论网络营销如何与实现传统营销的整合。本文阐述了网络营销与传统营销的相同与差异，列举了实例说明了网络营销在实际应用中相较于传统营销的可用性，和被消费者得认同性。与传统营销比，只要能够将网络营销与传统营销的整合做好，那么无论是给客户还是商家都会带来的颠覆性的利益和方便。网络整合营销就是为了建立、维护和传播品牌，以及加强客户关系，而对品牌进行计划、实施和监督的一系列营销工作。网络整合营销就是把各个独立地营销综合成一个整体，以产生协同效应。
关键词: 网络营销 传统营销 营销整合
Abstract
The networking takes the new time information technology development the core, is promoting the electronic commerce vigorous development, has led the enterprise operation pattern thorough transformation. How to carry on the interactive marketing effectively using the Internet, and causes it to realize the conformity with the traditional marketing, becomes the enterprise the most important topic which faces in this transformation. Although network enterprise and Traditional enterprise similar need network marketing, but because in condition of business's difference, the network marketing's method also has certain difference. , Traditional enterprise's network marketing way simple somewhat, some electronic commerce company unique marketing method possibly is not on the other hand suitable in the Traditional enterprise. Regarding the Traditional enterprise, the thorough network also needs a process, the network marketing is one kind of auxiliary marketing strategy, is also a brand-new domain, establishes the website, the website promotion, to propagandize own product and service and so on, using the website was the network marketing contents, the website has provided an understanding enterprise's window for the people, in initial stage, website image with enterprise image between possibly not completely consistent, because before enterprise website establishment, enterprise's suppliers, the partner, the customer and so on already had certain understanding regarding the company, enterprise's brand image before establishing the enterprise websiteAlready established. Therefore traditional marketing and network marketing, if can support with will display her value. This article thesis is: how "Network Marketing And will Traditional Marketing's Conformity" discuss the network marketing with to realize the traditional marketing conformity emphatically. This article elaborated the network marketing and the traditional marketing with the difference, enumerated the example to show same the network marketing compared in the practical application in the traditional marketing usability, with by the consumer must the approval. With traditional marketing compared to, so long as can does the network marketing and the traditional marketing conformity, regardless of then the subversive benefit which can bring for the customer or the business and convenient. The network conformity marketing is to establish, the maintenance and the dissemination brand, as well as strengthens the customer relations, but carries on the plan, the implementation and surveillance's a series of marketing work to the brand. The network conformity marketing is synthesizes each independence marketing marketing a whole, has the cooperative effect.
Keywords: Internet Marketing traditional marketing marketing integration
目 录
网络营销与传统营销的整合 I
摘要 I
Abstract II
目 录 IV
第1章 绪 论 - 1 -
第2章 网络营销的范围划分及特征 - 3 -
2.1 网络营销的范围划分 - 3 -
2.1.1 传统的网络营销 - 3 -
2.1.2 网络营销建设的不同标准 - 3 -
2.1.3 网络营销的新旧形式 - 3 -
2.2 网络营销的特征： - 3 -
第3章 网络营销较传统营销的优势、劣势及差异分析 - 5 -
3.1网络营销的优势 - 5 -
3.2网络营销的劣势 - 5 -
3.3网络营销与传统营销之间的差异： - 6 -
第4章 网络营销与传统营销整合 - 8 -
4.1 网络营销与传统营销整合的必要性 - 8 -
4.1.1 网络营销对传统营销的冲击 - 8 -
4.1.2 传统营销的不可替代性及与网络营销的互补 - 8 -
4.2 传统营销与网络营销的整合模式 - 9 -
..
