汉微公司传统营销和电子商务策略研究工商管理专业论文.docxVIP

I I 摘 要 摘 要 在经济全球化、信息化的时代，企业面临的竞争越来越激烈。企业要想在竞 争中处于优势地位，就必须适应周围环境的变化，调整企业的战略以适应。企业 单一运用传统营销方式不足以应付信息化、全球化带来的巨变。电子商务营销越 来越受众多企业的重视与应用。本文以 HW 公司作为研究对象，通过对 HW 公司 目前传统营销和电子商务应用的描述和分析，找到在营销中存在的问题并提出电 子商务整合营销策略，以此希望 HW 公司能够提高企业竞争力和盈利能力。 本文主要内容包括以下几个方面：首先，对传统营销和电子商务理论进行了 概括，包括它们之间的存在的差别，为后面的研究做好理论的基础。其次，对 HW 公司的营销现状做了描述，具体包括 HW 公司的发展历史，产品竞争力状况，产 品的市场细分，电子商务的应用等。再次，通过 SWOT 分析方法、产品组合和产 品生命周期分析方法，分析了 HW 公司的营销现状，找出存在的问题，提出改进 意见。最后，对存在的问题，针对 HW 公司的实际经营环境，提出电子商务营销 策略的调整方案，加强了电子商务营销品牌和渠道建设，以此希望能够改善 HW 公司的销售能力，提高公司的竞争力和盈利能力。 关键词：电子商务营销 营销战略 品牌建设 产品组合 CRM II II Abstract Abstract In the economic globalization and the information age, Enterprises are facing increasingly fierce competition. To compete in a dominant position, The enterprise must adapt to the changes in the surrounding environment and adjust the strategic of enterprise to adapt to it. Enterprise single use of traditional marketing approach is not sufficient to cope with the changes brought by globalization and the information. E-commerce marketing is taken more attention and application by a large number of enterprises. Based on HW company as research object, We can find in the marketing problems of existing and propose integrated Marketing strategies through the description and analysis of traditional marketing and e-commerce applications for HW company. As same time, We hope that the HW company would enhance their competitiveness and profitability. This paper includes the following aspects: First, We summarize the theory of e-commerce and the general marketing, including the existence of their differences. It will be a good job for the behind the study. Secondly, We describe the quo status about Marketing for HW company, including the specific development history of the HW company, the state of the competitiveness of products, product market segmentation, e-commerce applications. Again, Through using the SWOT analysis, product portfolio and product life-cycle analysis methods, We can clear the companys Marketing c