电子商务论文“中小型企业网络营销成本和绩效分析”.doc

md 2009届毕业生 毕业论文 题 目: 中小型企业网络营销成本和绩效分析 院系名称： 管理学院 专业班级：电子商务0501班 学生姓名： 张 遂 华 学 号： 20054900618 指导教师： 王 伟 教师职称： 高级经济师 2009年 6月10日 摘 要 近年来，随着世界各国兴起一股“信息高速公路”热潮，作为信息高速公路的雏形—互连网络得到蓬勃的发展，并逐渐从科研应用转向商业应用，越来越多的企业开始上网销售产品和宣传企业形象，一种新的营销方式—网络营销应运而生。网络营销作为适应网络经济时代的网络虚拟市场的新营销理论，是市场营销理论在新时期的发展和应用。从本质上来说，网络营销与传统市场营销的目标是一致的就是实现企业的经营目标。然而如何更好地使用互联网络，从其获取更大的经济效益，己引起越来越多的人所关注。因此，就有必要对网络营销成本及其绩效进行研究。本文在吸收国内外已有研究的基础上，通过对大量国内外文献资料的详细研究，同时结合网络市场的特点，采用归纳分析法对企业网络营销的成本及其效益进行了分析和评价。通过对网络营销成本构成及其影响因素，以及网络营销绩效评价的研究分析，提出了一种网络营销成本绩效考核的方法。 关键词：中小型企业，网络营销，绩效 Title The Cost and Performance of E-marketing on Small and Medium-sized Enterprises in Henan Province Abstract As a rush of“information expressway”recently spring up in the world，the Internet as its Prototype has developed vigorously and transferred gradually from scientific researched application to commercial application.More and more enterPrises begin to be on sale in internet and Publicize corporate image，so a new marketing way——network marketing appears.Network marketing as a new marketing theory that adapts to dummy market of network economy age is development and application of marketing theory in new Period.In nature，its object that conforms to that of traditional marketing is to realize enterprise’s managing object.But how to make full use of the Internet and how to earn economic benefit from it have attraeted more and more attention.Therefore, there is a need to research for cost and performance of network marketing. This article has been absorpted large research and Literature at home and abroad,combined with the characteristics of the network market, useing the inductive analysis method to analyse the network marketing cost and the effectiveness of marketing. Through to analyse the cost compositon of network marketing and its impact factors, as well as network marketing performence,then put forword a assess method for network marketing cost and performance. Keywords：E-marketing Smal