中国企业网络营销的现状及对策 毕业论文.doc

北京大学 (本科) 毕业论文 题 目专 业班 级 学 号 姓 名指导教师 2012年 月 日 Abstract Along with the computer technology in the world rapidly, network marketing activities are in rapid development. Compared with the traditional marketing mode, network marketing advantages show undoubtedly, will become the new century enterprises marketing mainstream. Our marketing activities of enterprises in the network marketing under the impact of the wave is facing enormous challenges and opportunities. This paper from the marketing network of domestic and foreign research present situation, discusses the generation of network marketing technology basis, realistic basis, basic concept, analysis of the characteristics of the network marketing in modern marketing activities of enterprises advantage. Secondly, discussed our country enterprise network marketing development understanding, management, talent obstacles and resistance, and in view of the network marketing development exists from government, enterprise, consumer goods, network, and other issues specific analysis, forecasting the future development trend of Chinese network marketing. Finally, in view of the problems in the development of network marketing and the future trend of development, put forward the countermeasure of the development of network marketing, breaking the existing network marketing ideas, the development of Chinas network marketing, strengthening the Internet construction, strengthen network marketing propaganda, improve the marketing network of legislation and supervision. Key words：Our country enterprise；network marketing；implication；present situation； question； countermeasure；trend of development 目 录 摘 要 2 Abstract 2 引言 2 1 国内外研究现状 2 1.1 国外研究现状 2 1.2 国内研究现状 2 2 网络营销概述 2 2.1 网络营销的兴起 2 2.1.1 网络营销产生的技术基础 2 2.1.2 网络营销产生的现实基础 2 2.1.3 网络营销产生的观念基础 2 2.2 网络营销的概念 2 2.3 网络营销特点 2 2.3.1节省开支 2 2.3.2 网络营销信息传播速度快，反馈快 2 2.3.3 良好的双向沟通 2 2.3.4 信息量大 2 2.4 网络营销的优势 2 2.4.1 市场范围扩大 2 2.4.2 减本增益 2 2.4.3 信息沟通高