网络时代的消费特征与营销对策.doc

毕业论文(设计) 题 目 网络时代消费特征与营销对策 学生姓名 学 号 院 系 专 业 指导教师 二ＯＯ 年 月 日  网络时代的消费特征与营销对策 南京大学XX系，南京 摘要：随着互联网的普及，网络技术的发展，我国的网络营销也在飞速的前进。传统网络广告已经无法满足现今广大受众的需求和要求，使得越来越多的网络广告呈现精准化的趋势，With the popularity of the Internet,development of network technology,net advertising in China is also fast forward. Traditional net advertising has been unable to meet current needs and demands of the general audience,making more accurate rendering of net advertising trends,and also varieties forms of net advertising have been coming up. This article analyses study on electronic commerce,in addition,in the related discussion on the theory and technology of data analysis of perfecting group electronic commerce policy recommendations. Full-text content is divided into four major sections,the first part is an overview of Internet advertising,explain the definition,characteristics and development of electronic commerce and Internet advertising effectiveness evaluation explains.Part II is to do a simple analysis of the feasibility of and analysis of electronic commerce success stories of the industry,analysis of can draw on the experience of the Group.Discussion on the third part of the group electronic commerce policy.Part IV on electronic commerce strategy outlined needs to pay attention to several problems in the.Basic on weibo and key words. Keywords：Electronic commerceAdvertising strategy 目 录 1引 言 1 2网络时代消费特征 1 2.1消费现状 1 2.2消费行为 2 2.3消费心理 2 3网络时代营销现状分析 2 3.1网络时代营销案例研究 2 3.2经验借鉴 5 4网络时代营销的主要策略 6 4.1企业网站 6 4.2搜索引擎营销策略 6 4.3微博营销策略 9 4.4Email营销策略 10 5网络时代营销建议 11 5.1前期调研 11 5.2效益评估 12 5.3跟进潮流 12 6结语 12 参考文献 14 致 谢 16  1引 言 作为新兴的“第四类媒体”，网络营销是一种新兴的市场营销方式，是确定的广告主以付费方式运用互联网媒体对公众进行劝说的一种信息传播活动。其目的在于影响人们对所做广告的商品或劳务的态度，进而诱发其行动而使广告主得到利益的活动[]。 网络营销作为一种全新的营销理念，具有很强的实践性。同时，网络营销也是一个新兴的领域，有太多的问题需要人们去思考，去研究。本文以网络营销策略为研究对象，借鉴国内外著名企业网络营销的成功经验，