CTC公司网络营销策略研究
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摘要
随着互联网信息技术的迅猛发展,它引发人类社会经济活动方式的巨大变革,把我们带入了网络经济时代。互联网环境下的网络营销作为一种新的营销方式，为企业的发展提供了一个良好的契机和平台，它改变了企业的传统运作模式、降低交易成本、缩短企业与客户之间供应链的距离、全面提高企业的运营效率和市场竞争力，逐渐成为企业营销的核心。企业能否制定正确的网络营销策略，顺利的开展网络营销已经成为关系到未来发展的关键。
本文在大量阅读国内外相关文献资料基础上，深入分析CTC公司在网络营销建设中遇到实际情况和相关问题，以网络整合营销理论、网络直复营销理论等构建全文的理论基础，运用网络营销相关理论和实际调研相结合的方法。对CTC公司如何进行网络营销策略进行了深入的探讨研究，针对CTC公司在满足消费者个性化需求的产品策略、基于消费者行为的网络定价策略、便于消费者的网络渠道策略和吸引消费者的网络促销策略四个方面提出一些可行性的建议和方法。
本文共有五个部分构成：
第一章为前言，主要介绍本文研究的背景、目的、意义，以及研究的方法和思路。
第二章为网络营销相关理论综述，主要介绍网络营销的基本概念和相关理论。
第三章为CTC公司营销策略国内情况分析，主要是通过分析CTC公司目前的营销现状以及竞争对手的现状和发展趋势，深入研究面临问题和现状。
第四章为CTC公司网络营销策略制定，本文针对CTC公司面临的问题和现状提出网络营销的必要性，从满足消费者个性化需求、基于消费者行为的网络定价、便于消费者的网络渠道和吸引消费者的网络促销四个方面提出了关于网络营销策略的思路和方法。
第五章为结论，针对本论文进行小结，提出了其中的不足，希望对CTC公司的网络营销建设具有参考意义，尽快帮助其重现辉煌！。
Abstract: The great economic changes in human society, caused by the rapid development ofinformation technology, give birth to an era of internet economy. As a new marketing method, internetmarketing provides companies with a good opportunity and platform of development. It improves thecompanies' efficiency and competitiveness by changing their operation mode, cutting costs and moreclosely connecting the companies and their clients. It's becoming the key factor of marketing, so the futuredevelopment is more and more relying on the adopting and carrying out of correct internet marketingstrategy.
Based on extensive reference to relevant literature at home and abroad, the paper makes adetailed analysis of problems emerging in the process of internet marketing of CTC company. It takesnetwork integrated marketing theory and network direct-marketing theory as its theoretical framework. Bycombining network marketing theory and actual investigation, it studies the way CTC company's' strategicreform in network marketing. It puts forward some feasible recommendations and methods in the followingfour aspects: meeting consumers' individual demand, consumer behavior-based pricing; consumer-friendlynetwork and consumer-oriented network marketing.
The paper consists of five chapters.
Chapter one: introduction. Its main focus is the background, purpose and significance, method ofthe research.
Chapter two: theoretical summary of network marketing. It takes fundamental concepts andrelevant theories as its main task.
Chapter three is an environmental analysis of network marking reform of CTC company. Itstudies problems the company comes across and their current situation by analyzing the present and futureof marketing of CTC company and its competitors.
Chapter four talks about the reformed network marketing strategy of CTC company Based on itsunderstanding of the problems and current situation of CTC company, It gives some idea about the reforming of network marketing strategies in four aspects: meeting consumers' individual demand,consumer behavior-based pricing; consumer-friendly network and consumer-oriented network marketing.
Chapter five: conclusion. It gives a summary of the paper and discusses its disadvantage in thehope of provide CTC company with some helpful idea to the building of the network marketing andhelping it in restoring its glory.
本文在大量阅读国内外相关文献资料基础上，深入分析CTC公司在网络营销建设中遇到实际情况和相关问题，以网络整合营销理论、网络直复营销理论等构建全文的理论基础，运用网络营销相关理论和实际调研相结合的方法。对CTC公司如何进行网络营销策略进行了深入的探讨研究，针对CTC公司在满足消费者个性化需求的产品策略、基于消费者行为的网络定价策略、便于消费者的网络渠道策略和吸引消费者的网络促销策略四个方面提出一些可行性的建议和方法。
本文共有五个部分构成：
第一章为前言，主要介绍本文研究的背景、目的、意义，以及研究的方法和思路。
第二章为网络营销相关理论综述，主要介绍网络营销的基本概念和相关理论。
第三章为CTC公司营销策略国内情况分析，主要是通过分析CTC公司目前的营销现状以及竞争对手的现状和发展趋势，深入研究面临问题和现状。
第四章为CTC公司网络营销策略制定，本文针对CTC公司面临的问题和现状提出网络营销的必要性，从满足消费者个性化需求、基于消费者行为的网络定价、便于消费者的网络渠道和吸引消费者的网络促销四个方面提出了关于网络营销策略的思路和方法。
第五章为结论，针对本论文进行小结，提出了其中的不足，希望对CTC公司的网络营销建设具有参考意义，尽快帮助其重现辉煌！。
Abstract: The great economic changes in human society, caused by the rapid development ofinformation technology, give birth to an era of internet economy. As a new marketing method, internetmarketing provides companies with a good opportunity and platform of development. It improves thecompanies' efficiency and competitiveness by changing their operation mode, cutting costs and moreclosely connecting the companies and their clients. It's becoming the key factor of marketing, so the futuredevelopment is more and more relying on the adopting and carrying out of correct internet marketingstrategy.
Based on extensive reference to relevant literature at home and abroad, the paper makes adetailed analysis of problems emerging in the process of internet marketing of CTC company. It takesnetwork integrated marketing theory and network direct-marketing theory as its theoretical framework. Bycombining network marketing theory and actual investigation, it studies the way CTC company's' strategicreform in network marketing. It puts forward some feasible recommendations and methods in the followingfour aspects: meeting consumers' individual demand, consumer behavior-based pricing; consumer-friendlynetwork and consumer-oriented network marketing.
The paper consists of five chapters.
Chapter one: introduction. Its main focus is the background, purpose and significance, method ofthe research.
Chapter two: theoretical summary of network marketing. It takes fundamental concepts andrelevant theories as its main task.
Chapter three is an environmental analysis of network marking reform of CTC company. Itstudies problems the company comes across and their current situation by analyzing the present and futureof marketing of CTC company and its competitors.
Chapter four talks about the reformed network marketing strategy of CTC company Based on itsunderstanding of the problems and current situation of CTC company, It gives some idea about the reforming of network marketing strategies in four aspects: meeting consumers' individual demand,consumer behavior-based pricing; consumer-friendly network and consumer-oriented network marketing.
Chapter five: conclusion. It gives a summary of the paper and discusses its disadvantage in thehope of provide CTC company with some helpful idea to the building of the network marketing andhelping it in restoring its glory.
引文
[1]冯英健.网络营销基础与实践．北京：清华大学出版社，2003，6
[2]刘向晖.网络营销导论．北京：清华大学出版社，2005，26
[3]瞿彭志.网络营销（第二版）[M].高等教育出版社,2006
[4]李东，网络营销品牌的分析[J].中国市场.2005,07(2)
[5]沈凤池主编.网络营销.北京:清华大学出版社,2005
[6]田中良.中小企业网络营销策略研究[D].北京邮电大学2010
[7]尹兴宽.对中小企业网络营销的思考[J],电子商务,2006(8)
[8]吕英斌.网络营销案例评析．北京：清华大学出版社，2004
[9]刘鑫《成功的网络经营模式》《商业研究》2005年第8期
[10]刘小川.网络营销定价理论分析.中国知网,2005：44-46
[11]刘正明.我国网络营销存在的问题及对策思考[J].中国流通经济，2002
[12]李琪．网络营销．长春：长春出版社，2000
[13]牛继舜，网络营销的定价过程与策略，现代情况，2005（4）
[14]陈昆云.论新型消费文化的网络营销策略.情报理论与实践[N].2006,4
[15]菲利普.科特勒，(梅清豪译).营销管理.上海：上海人民出版社，2006
[15]戴夫·查菲，理查德·迈耶，网络营销战略、实施与实践[M].北京：机械工业出版社.2004.06
[16](美）施耐德G·P，电子商务[M].成栋译，北京：机械工业出版社.2008.07
[17]罗时万.企业网络营销面临的问题及对策[J],企业经济，2005(7)
[19]武洪玲,中小企业开展网络营销的策略[J],安徽工业大学学报.2005(3)
[20]龚炳铮.电子商务案例．沈阳：东北财经大学出版社，2001
[21]杜新丽.网络营销设建的思考[J].河南科技,2005,(11)
[22]张卫东.网络营销理论与实务.北京：电子工业出版社,2005
[23]龚炳铮.电子商务案例．沈阳：东北财经大学出版社，2001
[24]刘静.新时代的网络营销[J].天中学刊,2005,(02)
[25]张世浩，肖珉．Weh2．0时代的博客营销战略[J]新闻知识，2006
[26]乔红.网络营销中的网络广告研究[J].集团经济研究,2004(9)
[2]刘向晖.网络营销导论．北京：清华大学出版社，2005，26
[3]瞿彭志.网络营销（第二版）[M].高等教育出版社,2006
[4]李东，网络营销品牌的分析[J].中国市场.2005,07(2)
[5]沈凤池主编.网络营销.北京:清华大学出版社,2005
[6]田中良.中小企业网络营销策略研究[D].北京邮电大学2010
[7]尹兴宽.对中小企业网络营销的思考[J],电子商务,2006(8)
[8]吕英斌.网络营销案例评析．北京：清华大学出版社，2004
[9]刘鑫《成功的网络经营模式》《商业研究》2005年第8期
[10]刘小川.网络营销定价理论分析.中国知网,2005：44-46
[11]刘正明.我国网络营销存在的问题及对策思考[J].中国流通经济，2002
[12]李琪．网络营销．长春：长春出版社，2000
[13]牛继舜，网络营销的定价过程与策略，现代情况，2005（4）
[14]陈昆云.论新型消费文化的网络营销策略.情报理论与实践[N].2006,4
[15]菲利普.科特勒，(梅清豪译).营销管理.上海：上海人民出版社，2006
[15]戴夫·查菲，理查德·迈耶，网络营销战略、实施与实践[M].北京：机械工业出版社.2004.06
[16](美）施耐德G·P，电子商务[M].成栋译，北京：机械工业出版社.2008.07
[17]罗时万.企业网络营销面临的问题及对策[J],企业经济，2005(7)
[19]武洪玲,中小企业开展网络营销的策略[J],安徽工业大学学报.2005(3)
[20]龚炳铮.电子商务案例．沈阳：东北财经大学出版社，2001
[21]杜新丽.网络营销设建的思考[J].河南科技,2005,(11)
[22]张卫东.网络营销理论与实务.北京：电子工业出版社,2005
[23]龚炳铮.电子商务案例．沈阳：东北财经大学出版社，2001
[24]刘静.新时代的网络营销[J].天中学刊,2005,(02)
[25]张世浩，肖珉．Weh2．0时代的博客营销战略[J]新闻知识，2006
[26]乔红.网络营销中的网络广告研究[J].集团经济研究,2004(9)