基于Internet的企业营销系统研究

【作者】 刘春梅；

【导师】 刘晓冰；

【作者基本信息】 大连理工大学 ， 机械电子工程， 2000， 硕士

【摘要】 我们现在已走进电脑发展的第四个阶段：网络时代。 网络一经与商业结合起来，就焕发出无限的异彩。只要轻轻一点击鼠标，任何一个商人都可以与一个拥有无数潜在用户的惊人的市场联系在一起。然而，Internet不是救世主，开展网络营销依然需要扎实的营销功底，艰苦的营销工作。 营销策略，对于一个企业来说，是关系到企业生死存亡的关键性问题。同样，对于从事网络营销的企业来说，正确的营销策略也是保证网络营销成功的关键。 本论文以现代营销理论为指导，比较深入、详细地探讨了企业如何制定和实施基于国际互联网的网络营销策略。在论文中，首先对我国电子商务的发展情况做了介绍，客观地分析了企业实施电子商务面临的问题，针对这些问题，提出相应的对策，并介绍了论文选题的意义。接着，文章介绍了网络营销的概念、特点、产生、国内外发展现状及发展难题，并结合实例从营销对象的分析、目标市场定位、商品定位、分销渠道选择、网络促销及顾客服务等几个方面探讨了网络营销策略。在接下来的内容里，本论文分别从网络商城和企业网站两方面介绍了网络营销系统的开发与设计。其主要内容包括：网络营销信息环境、网络营销平台的软、硬件开发工具及企业网站规划，并详细介绍了ASP网页制作技术和利用这一技术开发的企业网站。更多还原

【Abstract】 At present we have stepped into the fourth phase of the computer development: thenetwork era.Once banding together with commerce, the network coruscates extraordinary splendour. So long as gently hitting the mouse, any businessman can contact with the striking markets which possess innumerable latent consumers But Internet isn Christ, developing online marketing still needs the well-knit basic skill of marketing and hard work of management.The strategy of management is a vital key to ensure the success for an enterprise which engages in online marketing.Guided by the theory of modem marketing, this thesis discuss an enterprise how to constitute and implement the strategy of online marketing amply and thoroughly.At first the thesis presents the development of the electronic commerce in our country, objectively analyses the problems of implementing electronic commerce which an enterprise encounters, advances corresponding countermeasure, and introduces the significance of the thesis selection. In succession. the article recommends the concept, character, produce, international development actuality and development difficult problem of online marketing , and discusses the strategy of online marketing combining with the examples in the ways of the analysis of the management object, objective market orientation, commodity orientation, distributed sale channel selection, network sales promotion. client service, etc.To heel this thesis introduces the systemic exploiture and design of online marketing: information circumstance, flat implementation tools and enterprise web plan, and presents ASP page technique and the enterprise Web site made by use of this technique.更多还原