网络营销与传统营销的整合研究

字数:12681,页数:16   ^文档编号:YX001

【摘  要】
随着信息时代的到来，电子商务正在成为全球商务不可逆转的潮流，网络营销作为电子商务的一个部分，也在很大程度上影响着企业的生产经营活动，特别是对传统的营销活动产生了巨大的影响。本文将在对网络营销和传统营销分别进行阐述的基础上，从网络营销对传统营销的影响进行说明，并重点指出在目前的情况下怎么样处理好网络营销与传统营销的关系，怎么样整合好网络营销与传统营销，使两者能够相互影响、相互促进、相互补充，充分发挥出各自的优势，达到企业的营销目的。
【关键词】网络营销；传统营销；整合研究

Abstract
  With the arrival of information age, e-commerce is becoming the trend with irreversible global commercial affair, the cyber marketing is influencing the production and operating activities of enterprises to a great extent too as a part of e-commerce, especially have a enormous impact on traditional marketing activity. This text will be on the basis of explaining to cyber marketing and traditional marketing respectively, prove from the impact on traditional marketing of the cyber marketing , and point out especially how to deal with the ralationship between cyber marketing and traditional marketing in present cases, how combine good cyber marketing and traditional marketing, enable the two to influence each other , mutually promote , supplement each other, fully give play to one's own advantages, achieve the marketing purposes of enterprises.
Keyword  Cyber Marketing; Traditional Marketing; Combine research

目录
【摘  要】 .................................................................1
Abstract..................................................................1
1网络营销与传统营销的概况....................................................2
1.1传统营销的概况 ..........................................................2
1.2网络营销的概况 ..........................................................3
1.2.1网络营销的概念 .........................................................3
1.2.2网络营销的现状..........................................................3
2网络营销对传统营销的影响 ....................................................4
2.1对产品策略的影响.........................................................4
2.2对定价策略的影响.........................................................4
2.3对渠道策略的影响..........................................................5
2.4对促销策略的影响.........................................................6
2.5对市场策略的影响 ........................................................6
3网络营销与传统营销的整合....................................................7
3.1网络营销与传统营销需要整合的原因分析.........................................7
3.2网络营销与传统营销整合的内容................................................9
3.2.1顾客概念的整合..........................................................9
3.2.2产品概念的整合 .........................................................9
3.2.3营销组合概念的整合.....................................................10
3.2.4企业组织的整合 ........................................................10
3.3网络营销与传统营销整合的手段...............................................11
3.3.1开展网上网下联合宣传 ..................................................11
3.3.2开展网上网下互动营销 ...................................................11
3.3.3提供免费网络资源促进网下销售............................................12
3.3.4网上网下联合提高售后服务质量............................................12
3.3.5利用互联网会员巩固与客户的关系 ..........................................13
3.3.6建立网上网下企业营销联盟................................................13
4结论.....................................................................13
参考文献..................................................................14
致谢......................................................................15

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