网络企业的营销

摘要随着网络科技企业的蓬勃发展对当今社会产生了巨大的影响，也使企业的营销管理发生了巨大的变革，企业间的竞争更多的在于营销。为了适应网络技术的发展，必须改变传统的营销理念、营销策略、营销模式。本文通过对于网络科技企业的营销进行研究，找出其存在着产品研发能力薄弱、定价体系不完善、营销渠道陈旧、促销手段不科学等问题，并结合市场营销的4P理论，提出了要提升产品研发能力、健全定价体系、加强渠道多样化建设、完善促销手段的建议。并结合北京闪购网络科技有限公司进行同时具体问题具体分析，具体的指出在北京闪购网络科技有限公司营销中存在的问题并提出相应的建议，帮助北京闪购网络科技有限公司更好地进行营销，从而提升企业的市场竞争能力。关键词：网络科技企业；市场营销；营销策略AbstractWiththevigorousdevelopmentofnetworkscienceandtechnologyenterprises,ithasagreatimpactontoday'ssociety,andhasalsomadegreatchangesinthemarketingmanagementofenterprises.Thecompetitionbetweenenterprisesliesmoreinmarketing.Inordertoadapttothedevelopmentofnetworktechnology,wemustchangethetraditionalmarketingconcept,marketingstrategyandmarketingmode.Bystudyingthemarketingofnetworktechnologyenterprises,thispaperfindsoutthattherearesomeproblemssuchasweakR&Dability,imperfectpricingsystem,oldmarketingchannelsandunscientificpromotionmethods.CombinedwiththefourPtheoryofmarketing,thispaperputsforwardsomesuggestionstoimproveproductR&Dability,perfectpricingsystem,strengthenchanneldiversificationconstructionandperfectpromotionmeans.CombinedwithBeijingFlashpurchaseNetworkTechnologyCo.,Ltd.,thispaperanalyzesthespecificproblemsatthesametime,pointsouttheproblemsexistinginthemarketingofBeijingFlashpurchaseNetworkTechnologyCo.,Ltd.TohelpBeijingFlashpurchaseNetworkTechnologyCo.,Ltd.bettermarketing,therebyenhancingthecompetitivenessofenterprises.Keywords：Logisticsenterprise;wordofmouthmarketing;marketingstrategy目录第1章绪论.......................................................................................................................11.1研究背景....................................................................................................................11.2研究目的和意义........................................................................................................11.2.1研究目的...........................................................................................................11.2.2研究意义...........................................................................................................11.3国内外研究现状........................................................................................................21.3.1国外研究现状...................................................................................................21.3.2国内研究现状...................................................................................................21.4研究内容与研究方法..............................................................................................31.4.1研究内容...........................................................................................................31.4.2研究方法...........................................................................................................4第2章相关理论概述.......................................................................................................52.1网络科技企业的相关概念....................................................................................52.1.1网络科技企业的定义与特征...........................................................................52.1.2网络科技企业的运营范围...............................................................................52.24P营销理论...........................................................................................................62.3本章小结................................................................................................................6第3章网络科技企业营销中存在的问题.......................................................................73.1产品研发能力薄弱..................................................................................................73.1.1产品设计及研发能力欠缺...............................................................................73.1.2产品研发缺少市场分析...................................................................................73.2定价体系不完善......................................................................................................73.2.1定价方法单一...................................................................................................73.2.2线上线下定价混乱...........................................................................................83.2.3缺少市场价格监控...........................................................................................83.3营销渠道陈旧..........................................................................................................93.3.1营销渠道方式方法缺少创新...........................................................................93.2.2营销渠道信息反馈效率不高...........................................................................93.3.3营销渠道设计忽视产品特点...........................................................................93.4促销手段不科学......................................................................................................93.4.1缺少促销的申报环节.......................................................................................93.4.2促销方式缺少创新.........................................................................................103.4.3促销成本过高............................................................................................