优腾电工企业的网络营销现状及对策分析

论文编号:GM089          包括:开题报告及任务书,论文字数:13911,页数:19

摘    要

      网络营销作为一种整合了传统营销方式的新型营销方式，与传统营销方式相比具有传播范围广、速度快、无时间地域限制、内容详尽、形象生动、双向交流、反馈迅速、无店面租金成本等特点。优腾电工企业抓住机遇实施了网络营销策略，但是由于优腾电工企业实施网络营销还处于起步阶段以及受自身网络营销经验缺乏、资金实力较弱等方面的制约，其网络营销发展缓慢，且存在一些问题：如网站宣传力度不够、产品策略过于追求“大而全”、定价策略较为单一等。本文通过分析优腾电工企业网络营销的实施现状，找出其实施过程中所存在的问题，并结合优腾电工企业的现状和网络营销的理论框架提出解决优腾电工企业实施网络营销存在问题的对策，为包括优腾电工企业在内的整个中小企业网络营销的发展提供借鉴。

【关键词】 优腾电工    网络营销   问题    对策

 Abstract

As a new Marketing mode which integrates the traditional marketing mode, E-marketing has the broad disseminate, high speed, timeless and field limitation, detailed content, vivid image, two-way-flow communication, quickly feedback and no rent cost characters compared with the traditional marketing mode. UTEN electrician works enterprise has hold the opportunities and implemented the E-marketing strategy, but because its marketing strategy is just in the beginning on the start, then it has some disadvantages, such as lacking experience, money etc, it development speed is slow. There are some problems during its development. The website advertising is not enough, the pricing is simple. This article analyzes the status of the UTEN’s E-marketing strategy, and then found the problems during the implement process. It also proposed some suggestions for improving its E-marketing. It gives some experience to other small and medium-sized enterprises besides UTEN.

【Key Words】UTEN electrician works；E-marketing；Problems；Countermeasures

目  录

1. 导论 ..............................................2
1.1研究背景 ..........................................2
1.2网络营销的国内外研究状况 ..........................3
1.2.1国外研究状况.................................... 3
1.2.2国内研究状况 ....................................4
1.3网络营销理论的基本框架 ............................5
1.4本文的主要内容与研究意义以及存在的不足............ 7
2.优腾电工企业网络营销的现状及问题 ...................7
2.1优腾电工企业简介.................................. 7
2.2.优腾电工企业的网络营销发展历史 ...................8
2.3.优腾电工企业的网络营销现状 .......................9
2.4优腾电工企业网络营销存在的问题 ....................10
3.优腾电工企业的网络营销对策分析 .....................12
结束语 ...............................................17
参考文献 .............................................18
致   谢 ..............................................19