網(wǎng)絡(luò)營(yíng)銷個(gè)性化服務(wù)研究

本科論文 市場(chǎng)營(yíng)銷或電子商務(wù)方向

摘    要

隨著互聯(lián)網(wǎng)技術(shù)的飛速發(fā)展，以及全球經(jīng)濟(jì)一體化的的不斷深入，依托于互聯(lián)網(wǎng)技術(shù)的網(wǎng)絡(luò)營(yíng)銷已成為市場(chǎng)營(yíng)銷的必然選擇，它所具有的跨越性、交互性及定制性等特點(diǎn)也使其成為了國(guó)內(nèi)外炙手可熱的研究課題。那么，網(wǎng)絡(luò)營(yíng)銷在發(fā)揮自身優(yōu)勢(shì)的同時(shí)，又存在哪些亟待解決的問(wèn)題，也是當(dāng)前理論界值得探討的問(wèn)題之一。
本文從營(yíng)銷個(gè)性化服務(wù)角度出發(fā)，通過(guò)對(duì)比分析法、圖表法等系統(tǒng)科學(xué)的研究分析方法，論述傳統(tǒng)營(yíng)銷和網(wǎng)絡(luò)營(yíng)銷的基本概念和各自的發(fā)展歷程，分析傳統(tǒng)營(yíng)銷和網(wǎng)絡(luò)營(yíng)銷個(gè)性化服務(wù)的關(guān)系，闡述網(wǎng)絡(luò)營(yíng)銷在經(jīng)濟(jì)全球化時(shí)代發(fā)展的必然性和有效性，分析網(wǎng)絡(luò)營(yíng)銷在個(gè)性化服務(wù)實(shí)施過(guò)程中存在的問(wèn)題和困難，提出針對(duì)性的解決對(duì)策。
通過(guò)對(duì)比研究，可以看出，網(wǎng)絡(luò)營(yíng)銷的個(gè)性化服務(wù)不僅能為企業(yè)拓展更為廣闊的營(yíng)銷市場(chǎng)，而且其高效的營(yíng)銷數(shù)據(jù)庫(kù)功能、綠色的營(yíng)銷交互式環(huán)境還能為企業(yè)節(jié)約更多的成本，在市場(chǎng)營(yíng)銷的個(gè)性化服務(wù)方面，它具有無(wú)與倫比的巨大優(yōu)勢(shì)。通過(guò)與傳統(tǒng)營(yíng)銷的充分整合，形成互相依托、相輔相成的整體營(yíng)銷局面，網(wǎng)絡(luò)營(yíng)銷必將在不久的將來(lái)大放異彩，成為市場(chǎng)營(yíng)銷的主流。
 
    
關(guān)鍵詞：網(wǎng)絡(luò)營(yíng)銷，個(gè)性化服務(wù)，對(duì)比

ABSTRACT

With the rapid development of Internet technology and the global deepening of economic integration, relying on Internet technology and internet marketing has become an inevitable choice, the character of its crossy, interactivity and customization become a hot research topic at home and abroad. Despite of the self-advantages of internet marketing , it also has problems to be solved, that’s the current theoretical circles which one of the issues worth exploring.
This thesis start from a point view of personalized service, by using contrast analysis, charts, scientific research methods and other systems analysis methods, discusses the traditional marketing and internet marketing concepts and their developing process, analyse the relationship of traditional marketing and Internet marketing services, elaborate the necessity and effectiveness of the development in the era of economic globalization, and the analyse internet marketing of personalized service in the process of implementation problems and difficulties and proposes targeted countermeasures.
Through comparative studies, we can see the internet marketing of personalized service not only develop a broader market for marketing enterprises, but its efficient marketing database functionality, green marketing, interactive environment save more cost for enterprises, In the personalized marketing of services, it has unparalleled huge advantage. Through full integration with traditional marketing, the formation of mutual support, complement the overall marketing situation, the internet marketing will surely shine in the near future, and become a mainstream marketing.

Key words： Internet Marketing, Personalized service, Comparison

 
目 錄
1 緒論 2
1.1 研究背景和意義 2
1.2 國(guó)內(nèi)外研究綜述 2
1.3 研究主要內(nèi)容和方法 3
1.3.1研究主要內(nèi)容 3
1.3.2研究主要方法 4
2 相關(guān)概念 5
2.1傳統(tǒng)營(yíng)銷和網(wǎng)絡(luò)營(yíng)銷的概念 5
2.1.1 傳統(tǒng)營(yíng)銷的定義及特點(diǎn) 5
2.1.2 網(wǎng)絡(luò)營(yíng)銷的概念及特點(diǎn) 5
2.2 營(yíng)銷個(gè)性化服務(wù)的定義及內(nèi)容 6
3 網(wǎng)絡(luò)營(yíng)銷與傳統(tǒng)營(yíng)銷發(fā)展現(xiàn)狀與趨勢(shì)分析 8
3.1 傳統(tǒng)營(yíng)銷發(fā)展現(xiàn)狀及趨勢(shì)分析 8
3.2 網(wǎng)絡(luò)營(yíng)銷發(fā)展現(xiàn)狀及趨勢(shì)分析 8
3.3 網(wǎng)絡(luò)營(yíng)銷在互聯(lián)網(wǎng)時(shí)代發(fā)展的必然性 9
3.3.1 互聯(lián)網(wǎng)用戶的劇增是網(wǎng)絡(luò)營(yíng)銷發(fā)展的最大動(dòng)力 9
3.3.2 綠色營(yíng)銷理念促進(jìn)網(wǎng)絡(luò)營(yíng)銷發(fā)展 9
3.3.3 消費(fèi)者個(gè)性化服務(wù)要求必須發(fā)展網(wǎng)絡(luò)營(yíng)銷 10
4 網(wǎng)絡(luò)營(yíng)銷與傳統(tǒng)營(yíng)銷的個(gè)性化服務(wù)對(duì)比研究 11
4.1 網(wǎng)絡(luò)營(yíng)銷與傳統(tǒng)營(yíng)銷個(gè)性化服務(wù)的關(guān)系與區(qū)別 11
4.1.1 網(wǎng)絡(luò)營(yíng)銷與傳統(tǒng)營(yíng)銷個(gè)性化服務(wù)的關(guān)系 11
4.1.2 網(wǎng)絡(luò)營(yíng)銷與傳統(tǒng)營(yíng)銷個(gè)性化服務(wù)的區(qū)別 11
4.2 戴爾公司網(wǎng)絡(luò)營(yíng)銷個(gè)性化服務(wù)實(shí)證研究 13
4.2.1 戴爾公司網(wǎng)絡(luò)營(yíng)銷的個(gè)性化服務(wù)模式分析 13
4.2.2 戴爾公司網(wǎng)絡(luò)營(yíng)銷個(gè)性化服務(wù)策略分析 14
4.2.3 戴爾公司網(wǎng)絡(luò)營(yíng)銷個(gè)性化服務(wù)方式分析 14
4.3 網(wǎng)絡(luò)營(yíng)銷實(shí)施個(gè)性化服務(wù)存在的問(wèn)題 15
4.3.1網(wǎng)絡(luò)營(yíng)銷個(gè)性化服務(wù)創(chuàng)新意識(shí)不足 15
4.3.2 網(wǎng)絡(luò)營(yíng)銷個(gè)性化服務(wù)難以支撐市場(chǎng)營(yíng)銷的大局 15
4.3.3互聯(lián)網(wǎng)的信息安全制約了網(wǎng)絡(luò)營(yíng)銷個(gè)性化服務(wù)的發(fā)展 15
4.4 加強(qiáng)網(wǎng)絡(luò)營(yíng)銷個(gè)性化服務(wù)應(yīng)采取的對(duì)策 16
4.4.1 建立客戶關(guān)系數(shù)據(jù)庫(kù)，創(chuàng)新個(gè)性化服務(wù)手段 16
4.4.2 積極實(shí)現(xiàn)網(wǎng)絡(luò)營(yíng)銷個(gè)性化服務(wù)與傳統(tǒng)營(yíng)銷的融合 16
4.4.3 加強(qiáng)互聯(lián)網(wǎng)信息安全，制定相關(guān)政策法規(guī) 17
結(jié)論 18
參考文獻(xiàn) 19
致謝 20