摘要
　　　
網(wǎng)絡(luò)技術(shù)作為新時期信息技術(shù)發(fā)展的核心，正推動著電子商務(wù)的蓬勃發(fā)展，帶動了企業(yè)運作模式的徹底變革。如何有效利用互聯(lián)網(wǎng)絡(luò)進行交互營銷，并使之與傳統(tǒng)營銷實現(xiàn)整合，成為企業(yè)在這場變革中所面臨的首要課題。盡管網(wǎng)絡(luò)企業(yè)和傳統(tǒng)企業(yè)同樣需要網(wǎng)絡(luò)營銷，但由于在經(jīng)營環(huán)境上的差異，網(wǎng)絡(luò)營銷的方法也有一定差別。相對來說，傳統(tǒng)企業(yè)的網(wǎng)絡(luò)營銷方式簡單一些，一些電子商務(wù)公司特有的營銷手段在傳統(tǒng)企業(yè)中可能并不適用。對于傳統(tǒng)企業(yè)來說，徹底的網(wǎng)絡(luò)化還需要一個過程，網(wǎng)絡(luò)營銷是一種輔助性的營銷策略，也是一個全新的領(lǐng)域，建立網(wǎng)站、網(wǎng)址推廣、利用網(wǎng)站宣傳自己的產(chǎn)品和服務(wù)等等，都是網(wǎng)絡(luò)營銷的內(nèi)容，網(wǎng)站為人們提供了一個了解企業(yè)的窗口，在初級階段，網(wǎng)站的形象與企業(yè)形象之間可能并不完全一致，因為在企業(yè)網(wǎng)站建立之前，企業(yè)的供應(yīng)商、合作伙伴、顧客等對于公司已經(jīng)有了一定的認識，企業(yè)的品牌形象在建立企業(yè)網(wǎng)站之前就已經(jīng)確立了。所以傳統(tǒng)營銷和網(wǎng)絡(luò)營銷如果能掌握的好會發(fā)揮出她的價值。本文論題為：《網(wǎng)絡(luò)營銷與傳統(tǒng)營銷的整合》將著重討論網(wǎng)絡(luò)營銷如何與實現(xiàn)傳統(tǒng)營銷的整合。本文闡述了網(wǎng)絡(luò)營銷與傳統(tǒng)營銷的相同與差異，列舉了實例說明了網(wǎng)絡(luò)營銷在實際應(yīng)用中相較于傳統(tǒng)營銷的可用性，和被消費者得認同性。與傳統(tǒng)營銷比，只要能夠?qū)⒕W(wǎng)絡(luò)營銷與傳統(tǒng)營銷的整合做好，那么無論是給客戶還是商家都會帶來的顛覆性的利益和方便。網(wǎng)絡(luò)整合營銷就是為了建立、維護和傳播品牌，以及加強客戶關(guān)系，而對品牌進行計劃、實施和監(jiān)督的一系列營銷工作。網(wǎng)絡(luò)整合營銷就是把各個獨立地營銷綜合成一個整體，以產(chǎn)生協(xié)同效應(yīng)。
　　　
關(guān)鍵詞: 網(wǎng)絡(luò)營銷 傳統(tǒng)營銷 營銷整合

Abstract
　　　
The networking takes the new time information technology development the core, is promoting the electronic commerce vigorous development, has led the enterprise operation pattern thorough transformation. How to carry on the interactive marketing effectively using the Internet, and causes it to realize the conformity with the traditional marketing, becomes the enterprise the most important topic which faces in this transformation. Although network enterprise and Traditional enterprise similar need network marketing, but because in condition of business's difference, the network marketing's method also has certain difference. , Traditional enterprise's network marketing way simple somewhat, some electronic commerce company unique marketing method possibly is not on the other hand suitable in the Traditional enterprise. Regarding the Traditional enterprise, the thorough network also needs a process, the network marketing is one kind of auxiliary marketing strategy, is also a brand-new domain, establishes the website, the website promotion, to propagandize own product and service and so on, using the website was the network marketing contents, the website has provided an understanding enterprise's window for the people, in initial stage, website image with enterprise image between possibly not completely consistent, because before enterprise website establishment, enterprise's suppliers, the partner, the customer and so on already had certain understanding regarding the company, enterprise's brand image before establishing the enterprise websiteAlready established. Therefore traditional marketing and network marketing, if can support with will display her value. This article thesis is: how "Network Marketing And will Traditional Marketing's Conformity" discuss the network marketing with to realize the traditional marketing conformity emphatically. This article elaborated the network marketing and the traditional marketing with the difference, enumerated the example to show same the network marketing compared in the practical application in the traditional marketing usability, with by the consumer must the approval. With traditional marketing compared to, so long as can does the network marketing and the traditional marketing conformity, regardless of then the subversive benefit which can bring for the customer or the business and convenient. The network conformity marketing is to establish, the maintenance and the dissemination brand, as well as strengthens the customer relations, but carries on the plan, the implementation and surveillance's a series of marketing work to the brand. The network conformity marketing is synthesizes each independence marketing marketing a whole, has the cooperative effect.
　　　
Keywords: Internet Marketing traditional marketing marketing integration



目 錄
網(wǎng)絡(luò)營銷與傳統(tǒng)營銷的整合 I
摘要 I
Abstract II
目 錄 IV
第1章 緒 論 - 1 -
第2章 網(wǎng)絡(luò)營銷的范圍劃分及特征 - 3 -
2.1 網(wǎng)絡(luò)營銷的范圍劃分 - 3 -
　　　2.1.1 傳統(tǒng)的網(wǎng)絡(luò)營銷 - 3 -
　　　2.1.2 網(wǎng)絡(luò)營銷建設(shè)的不同標準 - 3 -
　　　2.1.3 網(wǎng)絡(luò)營銷的新舊形式 - 3 -
2.2 網(wǎng)絡(luò)營銷的特征： - 3 -
第3章 網(wǎng)絡(luò)營銷較傳統(tǒng)營銷的優(yōu)勢、劣勢及差異分析 - 5 -
3.1網(wǎng)絡(luò)營銷的優(yōu)勢 - 5 -
3.2網(wǎng)絡(luò)營銷的劣勢 - 5 -
3.3網(wǎng)絡(luò)營銷與傳統(tǒng)營銷之間的差異： - 6 -
第4章 網(wǎng)絡(luò)營銷與傳統(tǒng)營銷整合 - 8 -
4.1 網(wǎng)絡(luò)營銷與傳統(tǒng)營銷整合的必要性 - 8 -
　　　4.1.1 網(wǎng)絡(luò)營銷對傳統(tǒng)營銷的沖擊 - 8 -
　　　4.1.2 傳統(tǒng)營銷的不可替代性及與網(wǎng)絡(luò)營銷的互補 - 8 -
4.2 傳統(tǒng)營銷與網(wǎng)絡(luò)營銷的整合模式 - 9 -
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