文档介绍：题目: 我国大型网上零售企业的网络营销策略分析
专业电子商务
届别 07级06班
学号
姓名
指导老师

湖北澳新教育专修学院教务处印制
2010年10 月
摘要
随着世界经济的快速发展,科技的不断进步,顾客需求的不断变化,我国众多的服务企业日益感到了市场竞争的激烈与残酷。特别是零售企业,其总体发展水平和服务营销观念已经远远不能适应现代市场经济的要求,面对着国际竞争的巨大压力,我们的零售企业必须摒弃陈旧的以自我为中心的营销理念,树立以顾客价值为中心的服务营销观念,通过了解顾客的价值取向,提升顾客的价值感知,实现顾客满意,最终赢得竞争优势和长期利润。
然而在电子商务环境下,当购物的地点由柜台上升到网络上时,实施网上零售的企业应该如何抓住客户的需求。现在大多数的消费者对网上购物的认识缺少了解。面对在线支付时,企业应如何消除消费者的不安心理及加强与消费者之间的沟通和信任。而最主要的问题是,企业如何运用互联网这一工具实施好网络营销,推广企业的知名度,树立自己特有的品牌。
本文在研究过程中运用了比较研究法。对国内外的相关研究成果做了整理和综述;其次,就网络营销及网上零售企业的相关理论做了阐述,并在传统营销组合4P及4C的基础上构建了网上零售企业的网络5C组合模型;同时,对我国大型网上零售企业的网络营销环境及网上购物的消费者进行了有针对性的分析;之后,重点以网络营销5C组合模型为框架,结合网上购物消费者的心理和行为特征,从顾客、成本、沟通、方便、信用这五方面对我国大型网上零售企业的网络营销策略进行了分析和认证。
关键词: 电子商务;传统营销组合;网络营销5C组合;客户关系管理
ABSTRACT
With the rapid development of economy, science and technology progress, customer demand, China's service enterprise increasingly fierce petition, feel with cruelty. Especially, its overall retail enterprise development level and the service marketing concept has far cannot meet the requirement of modern market economy, facing the petition of the huge pressure of retail enterprises, we must discard old self-centered marketing concept, establish the customer value as the center of the service marketing concept, through the understanding of customer value, improve customer value, customer satisfaction, and eventually won petition advantage and long-term profits.
But under the merce environment, when shopping sites on the by up to the counter and implementation of online retailing enterprises should how to seize the needs of our customers. Now most of the consumers shopping online lack of understanding. Facing the online payment, the enterprise should be to eliminate the consumer psychology and strengthen the uneasy with munication between consumers and trust. But the main problem is how to utilize the , work marketing, well implement tools, promote enterprise well-knownness own brand.
Based on the research process parison and empirical research. The releva