最新网络整合营销--市场营销毕业论文名师资料合集

网络整合营销摘要整合营销传播是协调企业内外部资源和多元化传播渠道向消费者传递一致信息的营销策略。营销策略的立足点是将整合营销传播策略应用于互联网企业的营销活动中，并根据互联网的特性制定出适宜的营销传播战略。20世纪的市场营销观念强调的核心是把顾客当“上帝”。经济全球化是当今世界经济发展的最重要趋势，现代化大生产本身的客观规律必然要求实现全球化分工。在知识经济时代，企业的营销观念也要相应转变，即树立知识营销观念。它高度重视知识、信息和智力，凭知识和智力而不是凭经验在日益激烈的市场营销战中取胜。关键词：网络整合营销；实施战略AbstractTheconformitymarketingdisseminationiscoordinatestheenterpriseinternalandexternalresourcesandthemultiplexdisseminationchanneltransmitsthecommonmessagetotheconsumerthemarketingstrategy.ThemarketingstrategystandpointisappliestheconformitymarketingdisseminationstrategyintheInternetenterprise'smarketingactivity,andformulatesthesuitablemarketingdisseminationstrategyaccordingtotheInternetcharacteristic.The20thcenturymarketmarketingideasemphasizedthecoreisthecustomerworksas“God”.Theeconomicalglobalizationistheworldeconomicsdevelopmentmostimportanttendency,themodernizationgreatlyproducesitselfobjectivelawtorequesttherealizationglobalizationdivisionoflaborinevitablynow.Intheknowledgeeconomytime,enterprise'smarketingideaalsomusttransformcorrespondingly,namelysettingupknowledgemarketingidea.Ittakestheknowledge,theinformationandtheintelligencehighly,butisnotfightsdaybydaydependingontheknowledgeandtheintelligencedependingontheexperienceintheintensemarketmarketingwins.Keyword:Networkconformitymarketing;Implementationstrategy目录摘要.....................................................................................................................................IAbstract......................................................................................................................................II目录.....................................................................................................................................I1网络整合营销来源...............................................................................................................11.1网络整合营销概念....................................................................................................11.2网络整合营销的核心思想........................................................................................11.3整合营销战略：21世纪的营销革命........................................................................22网络整合营销的新趋势.......................................................................................................52.1网络整合营销对企业的趋势.......................................................................................52.2、在互联网上实施整合营销传播所存在的劣势和优势............................................62.2.1存在的主要劣势................................................................................................62.2.2网上市场调查....................................................................................................62.2.3网上消费者行为分析.......................................................................................62.2.4网上产品和服务策略.......................................................................................62.3观念创新......................................................................................................................62.4市场创新......................................................................................................................72.5产品创新......................................................................................................................92.6方法创新......................................................................................................................92.7人才创新....................................................................................................................103网络整合营销的发展及其适用性.....................................................................................113.1网络整合营销更好的应用.........................................................................................113.221世纪网络下整合营销的发展趋势........................................................................133.3建立了先进的服务理念，保持信息服务的持续发展.............................................133.4使信息服务更具主动性和目的性.............................................................................143.5更加体现了“以人为本”的人性化原则.....................................................................143.6有利于信息服务机构进行品牌建设.........................................................................15结论...................................................................................................................................17致谢.....................................................................................................错误!未定义书签。参考文献...................................................................................................................................171网络整合营销来源激烈的市场竞争如大浪淘沙,迫使企业不断地审视自己的企业与所面临的市场营销环境,据此不断地调整企业的营销策略与战略,或者确立新的营销理念,或者修正原有的营销方式。整合营销理念正是鉴于企业在希冀兼顾企业内外整个价值链上的所有“星座”都能够闪闪发亮的目标指引下,逐渐演变和发展起来的一种更适合现代市场竞争的营销理念。网络整合营销传播是上个世纪90年代以来在西方风行的营销理念和方法。它与传统营销“以产品为中心”相比，更强调“以客户为中心”；它强调营销即是传播，即和客户多渠道沟通，和客户建立起品牌关系。与传统营销4P相比，整合营销传播理论的核心是4C：即相应于“产品”，要求关注客户的需求和欲望（consumerwantsandneeds），提供能满足客户需求和欲望的产品；相应于“价格”，要求关注客户为了满足自己需求和欲望所可能的支付成本（cost）；相应于“渠道”，要求考虑客户购买的便利性（convenience）；相应于“促销”，要求注重和客户的沟通（communication）。1.1网络整合营销概念在深入研究互联网各种媒体资源（如门