大三营销策划论文大三营销策划论文.doc

摘 要 市场营销是一门建立在经济科学、行为科学和现代管理理论基础之上的应用科学，是在现在的市场经济下是不能缺少的部分。随着社会的飞速发展，科技的逐渐进步，市场上的卖家经济模式逐渐向买家经济模式转换，因此市场营销就会变得越来越重要，在商品交易活动之中，营销不是企业成功的唯一因素，却是企业创就辉煌的关键因素。作为一种计划及执行活动，市场营销过程包括对一个产品，一项服务、或一种思想的开发制作、定价、促销和流通等活动，其目的是经由交换及交易的过程达到满足组织或个人的需求目标。 随着社会经济和市场经济的飞速发展，市场营销学产生了根本性的变化，从传统市场营销学演变为现代市场营销学，营销模式也从传统营销转变为手段更多样化的现代营销，其中的网络营销算是对传统营销最大的威胁与冲击，二者也时常被拿来作比较分析。 【关键词】 变化 传统营销 网络营销 比较分析 Abstract Marketing is an applied science built on economic science, behavioral science and modern management theory, is now in the market economy is not indispensable part. With the rapid development of society, science and technology has gradually improved, the market economy gradually to the buyer seller model transformation of the economic model, so marketing will become more and more important, in the commodity trading activities, the only factor for the success of marketing is not a business enterprise, is a key factor of brilliant.As a planning and implementation activities, including marketing process for a product, a service, or an ideological production, pricing, promotion and distribution activities, its purpose is through the process of trade exchange and meet the needs of the organization or individual goals. With the rapid development of social economy and market economy, marketing produced fundamental change, from the traditional marketing evolved to the modern marketing, marketing mode has changed from traditional marketing to modern marketing means more diverse, the network marketing is the biggest threat and impact on traditional marketing, two also often used for comparative analysis. [Keywords] change traditional marketing modern marketing comparative analysis 目录 摘 要 I Abstract II 一、传统营销 1 （一）概况 1 （二）传统营销的优势 2 （三）传统营销的劣势 3 二、网络营销 4 （一）概况 4 （二）网络营销的优势 5 （三）网络营销的劣势 5 三、网络营销对传统营销的影响 7 （一）对传统营销策略的影响 7 （二）对传统营销组织的影响 7 （三）对传统营销方式的影响 8 四、两种营销模式下的企业生存 10 （一）传统营销与网络营销的并存 10 （二）企业应对策略 10 总结 13 参考文献 14 致谢语 15 一、传统营销 营销大师菲利普·科特勒认为:市场营销是致力于通过交换过程满足需要和欲望的人类活动。与传统的单