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华南电子钢铁交易网的网络营销研究

发布时间:2011-12-19 18:38 来源:工大在线字号:T|T

 

  华南电子钢铁交易网的网络营销研究
  
  摘   要
  
  21世纪是以网络为核心的信息时代。网络化、信息化和数字化正在从整体上引导人类社会和世界经济发展的进程。以网络技术为重要内容的信息技术己经成为经济发展的关键因素和倍增器。全球电子商务得到了突飞猛进的发展,市场信息和商务信息的处理和传递突破了时间和地域的局限,市场的各种要素高效、及时融合,提高了整个市场的经济运行效率,网络正在逐渐成为一个真正的全球性的“新兴市场”。
  
  网络营销作为电子商务重要的组成部分和直接的推动力量,给企业带来了历史性的发展机遇,同时也给企业带来了严峻的数字化生存危机。钢铁贸易行业在近些年充分利用网络信息技术来提高企业竞争能力,适应营销环境的变化,原有的渠道关系、定价决策方法以及销售模式都因为网络技术的应用而发生了新的变化,钢铁贸易行业需要审视这些变化,为未来的营销战略的调整指明方向。
  
  在阅读大量国内外文献,深入分析国内相关企业网站的基础上,本文结合了电子商务和网络营销的基本理论对华南电子钢铁交易网(www.opsteel.cn)开展网络营销进行深入研究,旨在为该类钢铁交易网站开展网络营销提供参考。全文共分五个部分:第一部分回顾了电子商务及网络营销的基本概念和基础理论。第二部分介绍了华南电子钢铁交易网的网络营销现状,包括该网的营利模式,历年交易量和顾客分布。第三部分对华南电子钢铁交易网开展网络营销的内外环境进行SWOT分析,确定了华南电子钢铁交易网的网络营销战略和目标,并在本文构建了一个针对企业电子商务网站的营销绩效评估体系,并进行了实证研究,指出公司开展网络营销面临很好的机遇。第四部分对华南电子钢铁交易网的网络营销策略进行分析。
  
  关键词:网络营销,电子商务,钢铁贸易,网络营销策略
  
  Abstract
  
  The 21st century is an era of information centering on network. Networking, informationization and digitization are promoting the development of the human society and the world economy on the whole. The network-based information technology has been the key factor and accelerator in economic development. With a fact that the global e-commerce has been rapidly developed, the processing and transmission of marketing and commercial information have broken through the time and geographical limitations, and the efficient and timely integration of various marketing elements has improved the economic operation of the whole market, the network is gradually becoming a truly global nature of the "emerging markets".
  
  E-marketing, as an important part and direct driving force of e-commerce, brings enterprises the historical opportunity as well as severe survival crisis. In recent years, iron and steel trade enterprises have made full use of the information technology of network to improve business competitiveness and adapt to changes in marketing environment. The original sales channels, pricing decision and sales model have been changed with the application of network technologies. The iron and steel trade enterprises should look at those changes as to prepare the marketing strategy for the future direction of the adjustment.
  
  This thesis, based on numerous pertinent literature at home and abroad and a in-depth analysis of related domestic enterprises web sites, as well as a thorough study of network marketing of the Huanan electronic iron and steel trading web (www.opsteel.cn) with the combination of the basic theory of e-commerce and internet marketing, intends to provide some reference information for those iron and steel web sites carrying out transactions of E-marketing. The full text is divided into five parts: the first part reviews the basic concept and basic theory the e-commerce and E-marketing; the second part introduces the network marketing status of the South China electronic iron and steel trading network, including the net-profit model, trading volume over the years and customer distribution; the third part presents a SWOT analysis of internal and external marketing environment of the Huanan electronic iron and steel trading web and sets the e-marketing strategy goal of it. Besides, this part also set up a marketing performance assessment system for enterprising e-commerce, and conducts empirical research to point out that the company is facing a very good E-marketing opportunity; the last part respectively analyzes the e-marketing strategy of the Huanan electronic iron and steel trading web.
  
  Key words:E-marketing, E-commerce, Iron and steel trade, E-marketing strategy

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