中文摘要
本文從中國商標(biāo)信息中心網(wǎng)入手，探討了該行業(yè)門戶網(wǎng)站的營銷現(xiàn)狀。并從
網(wǎng)絡(luò)營銷學(xué)理論上加以分析，找出網(wǎng)絡(luò)營銷深層次的理論基礎(chǔ)，而后從網(wǎng)絡(luò)營銷
的策略著手，深層探討了在行業(yè)門戶網(wǎng)站中運用的各類營銷策略，并分析探討了
每種營銷策略的優(yōu)勢和不足，從而對行業(yè)門戶網(wǎng)站的發(fā)展提出自己的意見。各類
營銷策略都只是一種網(wǎng)絡(luò)營銷的形態(tài)，不能從根本上改變網(wǎng)站的營銷的趨勢。合
理的網(wǎng)站結(jié)構(gòu)、有吸引力的內(nèi)容、適當(dāng)而適度的營銷策略才能促進(jìn)網(wǎng)絡(luò)營銷走向
更好的方向，營銷不是孤立的，而是一整套的系統(tǒng)。
關(guān)鍵詞:網(wǎng)絡(luò)營銷行業(yè)門戶網(wǎng)站營銷策略
中文摘要...........................................................................................................……iii
ABSTRACT......................................................................................................……iv
序........................................................................................................................……v
引言....................................................................................................................……8
1.1研究背景..............................................................................................……8
1.1.1選題背景...................................................................................……8
1.1.2研究的目的和意義...................................................................……9
1.2國內(nèi)外的研究現(xiàn)狀..............................................................................……9
2中國商標(biāo)信息中心網(wǎng)絡(luò)營銷現(xiàn)狀...................................................……，......……n
2.1中國商標(biāo)信息中心網(wǎng)營銷現(xiàn)狀分析.................................................……n
2.1.1網(wǎng)絡(luò)廣告..................................................................................……n
2.1.2會員管理.................................................................................……12
2.1.3法律服務(wù).................................................................................……12
2.1.4資訊服務(wù).................................................................................……13
2.1.5渠道營銷.................................................................................……13
2.1.6商標(biāo)買賣.................................................................................……13
2.1.7商標(biāo)注冊和續(xù)費.................................……，.............................……14
2.2中國商標(biāo)信息中心網(wǎng)營銷過程中面臨的問題................................……14
3行業(yè)門戶網(wǎng)站網(wǎng)絡(luò)營銷策略理論基礎(chǔ).......................................................……15
3.1網(wǎng)絡(luò)營銷分析....................................................................................……巧
3.1.1網(wǎng)絡(luò)營銷產(chǎn)生的分析..........................................................……，二15
3.1.2網(wǎng)絡(luò)營銷基本特征的分析.....................................................……16
3.1.3網(wǎng)絡(luò)營銷競爭優(yōu)勢的分析.....................................................……16
3.2網(wǎng)絡(luò)營銷經(jīng)濟(jì)學(xué)的理論分析.............................................……，........……17
3.3網(wǎng)絡(luò)營銷理論分析............................................................................……18
3.3.1網(wǎng)絡(luò)直復(fù)營銷理論.................................................................……18
3.3.2網(wǎng)絡(luò)整合營銷理論.................................................................……19
3.3.3網(wǎng)絡(luò)“軟營銷”理論.............................................................……20
3.3.4網(wǎng)絡(luò)關(guān)系營銷理論.................................................................……21
3.3.5網(wǎng)絡(luò)許可營銷理論.........……、..............……，.…，.......................……22
3.3.6營銷新概念—伙伴營銷.....................................................……22
4商標(biāo)網(wǎng)站營銷策略研究...............................................................................……23
4.1網(wǎng)站營銷策略制定要注意的問題....................................................……23
4.2網(wǎng)頁策略............................................................................................……24
4.2.1流量分析.................................................................................……25
4.2.2網(wǎng)站優(yōu)化.................................................................................……25
4.3產(chǎn)品策略............................................................................................……27
4.3.1網(wǎng)絡(luò)產(chǎn)品的定義及層次.........................................................……27
4.3.2網(wǎng)絡(luò)營銷的產(chǎn)品策略.............................................................……28
4.3.3網(wǎng)絡(luò)資訊產(chǎn)品策略.................................................................……29
4.3.4網(wǎng)絡(luò)實體產(chǎn)品策略.................................................................……30
4.4價格策略............................................................................................……31
4.5促銷策略............................................................................................……32
4.6渠道策略...................................