(电子商务营销的策略及问题分析2.doc

摘 要 随着互联网的普及，网络技术的发展，我国的电子商务也在飞速的前进。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，并且表现形式也多种多样。 本文针对电子商务进行分析研究，在相关理论和数据分析的技术上探讨了完善电子商务的建议。全文主要内容除去引言部分，共分四个部分，第一部分是电子商务的概述，阐述电子商务的定义、特点和发展情况，并就电子商务的效果评价做了说明；第二部分针对电子商务营销做了简单的可行性分析，同时分析了开展电子商务广告的成功案例，从中分析可以借鉴的经验；第三部分就网络广告策略中需要注意的几点问题做了阐述。本文从整体上把握了未来企业电子商务未来广告策略，来实现产品的推广。 关键词：电子商务 企业营销 策略分析 Abstract 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 commerce Market Advertising strategy 目 录 1.引 言 1 2.电子商务营销特点和优势 1 2.1电子商务的定义 1 2.2电子商务营销优势 1 2.2.1订单采集模式转变，客户订货满意度提升 1 2.2.2市场需求预测更加准确，对客户需求的分析和把握能力提升 2 2.2.3品牌培育发挥职能，工商零协同营销水平提升 2 2.2.4信息沟通方式扁平化，客户服务水平提升 2 2.3电子商务营销的发展现状 2 2.4电子商务营销效果评定 3 2.4.1电子商务营销效果指标 4 2.4.2电子商务营销效果评估方法 5 3.电子商务营销的策略和可行性分析 6 3.1 电子商务营销的主要策略 6 3.1.1企业网站 6 3.1.2搜索引擎营销策略 6 3.1.3Email营销策略 13 3.2电子商务营销可行性分析 14 3.3电子商务营销案例研究 16 3.3.1宝洁公司广告营销案例 16 3.3.2中华魔力迅白牙膏案例 18 3.3.3经验借鉴 19 4.