1、1我國網(wǎng)絡營銷的發(fā)展狀況及發(fā)展戰(zhàn)略的研究我國網(wǎng)絡營銷的發(fā)展狀況及發(fā)展戰(zhàn)略的研究摘要…………………………………………………………………………………2ABSTRACT……………………………………………………………………………3第一章網(wǎng)絡營銷的概述……………………………………………………………4第一節(jié)網(wǎng)絡營銷的發(fā)展……………………………………………………………4第二節(jié)網(wǎng)絡營銷的含義與特點……………………………………………………4一、具有鮮明的

2、理論性……………………………………………………………5二、市場的全球性…………………………………………………………………5三、資源的整合性…………………………………………………………………5四、明顯的經(jīng)濟性…………………………………………………………………6五、市場的沖擊性…………………………………………………………………6六、極強的實踐性…………………………………………………………………6第三節(jié)網(wǎng)絡營銷的功能…………………………………

3、…………………………6一、信息搜索功能…………………………………………………………………6二、信息發(fā)布功能…………………………………………………………………6三、商情調查功能…………………………………………………………………6四、銷售渠道開拓功能……………………………………………………………7五、品牌價值擴展和延伸功能……………………………………………………7六、特色服務功能…………………………………………………………………7七、顧客關

4、系管理功能……………………………………………………………7八、經(jīng)濟效益增值功能……………………………………………………………7第四節(jié)網(wǎng)絡營銷方法………………………………………………………………8第二章我國網(wǎng)絡營銷的現(xiàn)狀………………………………………………………10第一節(jié)當前我國網(wǎng)絡營銷發(fā)展滯后的表現(xiàn)………………………………………10第二節(jié)發(fā)展我國網(wǎng)絡營銷的主要障礙……………………………………………10第三節(jié)目前發(fā)展我國網(wǎng)絡營銷的主要對策

5、………………………………………11第四節(jié)未來網(wǎng)絡營銷的發(fā)展………………………………………………………12第三章案例分析——xxx的網(wǎng)絡歷程…………………………………………13第一節(jié)xxx綜述…………………………………………………………………13第二節(jié)“xxx”與中國…………………………………………………………13第三節(jié)網(wǎng)絡經(jīng)營歷程………………………………………………………………14第四節(jié)網(wǎng)站優(yōu)勢分析…………………………………………………

6、……………15第五節(jié)存在問題和解決方法………………………………………………………18附表…………………………………………………………………………………21附圖…………………………………………………………………………………22參考文獻……………………………………………………………………………233ABSTRACTThemarketingofthewkasanewgrowthenginesofoneourcountryitdevelopsa

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8、neneedsdeepenningfurtherthewkadvertisementneedbettermanagementapplicationstardizedmanagementofthemailetc..WhetherisitisithinderChinesewkbasicreasonmarketingofdevelopmenttoinfluencetodrawthroughananalysisofthesequestions.

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10、restrictionfactofrestrictingwkmarketingdevelopmentofinfluence.Mainlystartwithsuchseveralrespectsasmarketingideawaystyleetc.socansolvetheproblemthatthemarketingofthewkappearsindevelopmentfundamentallymakethewkmarketingofo