体育用品企业网络营销探析_毕业论文设计论文.doc

体育用品企业网络营销探析 摘 要 作为体育和经济结合的新亮点之一，体育产业网络营销已经逐步走进了体育用品企业的营销策略当中，其影响力和效果得到越来越多企业主的认同，并已经成为许多体育用品企业的重要营销手段之一。探析体育产业网络营销策略及发展趋势，可以为体育用品企业提供一些参考意见，有利于企业掌握未来的营销模式，提高体育用品企业在网络营销中的效果。 本论文主要针对我国体育用品产业目前对网络营销的策略与发展趋势为重点，从我国体育用品产业顺应时代发展为基础，对我国体育用品企业在网络营销方面提出切实有效的建议与策略。针对我国体育产品企业网络营销还处于初级阶段，如何引导体育用品行业进行网络营销的发展，成为了一个非常应该关注和支持的事情。 关键词：体育用品业；互联网；网络营销； Sporting Goods Enterprise E-marketing Analysis ABSTRACT As the physical and economic integration of the new bright spot of the sports industry, network marketing has gradually entered the sports goods enterprises marketing strategy, its influence and effect are more and more business owners identity, and has become one of the many sporting goods enterprises an important means of marketing. Analysis of the sports industry network marketing strategy and the development trend of sports goods enterprises, can provide some reference opinions, is advantageous to the enterprise to grasp the future marketing mode, improve the sports goods industry in network marketing effect. This thesis focuses on the sporting goods industry in China at present on the network marketing strategy and the trend of development as the focus, from Chinas sporting goods industry adapt to the era of development as the foundation, to our country sports enterprise in the network marketing and puts forward effective suggestions and strategy. In view of our country sports product enterprises network marketing is still in the initial stage, how to guide the sports goods industry for the development of network marketing, has become a very should pay attention to and support. Keywords：Sporting Goods Enterprise; Internet; E-marketing 目 录 一、引言 1 （一）研究的背景与意义 1 1．研究背景 1 2．课题研究的目的 1 （二）研究方法 1 1．文献资料法 1 2．逻辑分析法 1 二、体育网络营销概述 2 （一）什么是体育网络营销 2 （二）体育网络营销的基本职能 2 三、体育用品产业网络营销的优势 3 （一）具有市场的全球性 3 （二）具有资源的整合性 3 （二）具有明显的经济性 4 （二）具有较强的交互性 4 四、体育产业网络营销方式 4 （一）体育企业搜索引擎营销 4 （二）体育用品电子邮件营销 5 （三）网络广告传播 5 （四）博客（Blog）营销 6 （五）网络视频营销 6 （六）即时通信工具 6 五、体育产业网络营销的发展趋势 6 （一）体育产业对网络营销的投入进一步加大 6 （二）体育