Research proposal 研究开题报告.doc

Research proposalCandidate : Li xiaodong Major： PHD.in management1、 Planned research topic during the doctoral period 1. Title of the planned research topic A study on the future of Network Marketing in terms of new trend and innovation 2. Research status and significance of the planned research topic Since the 1970s,the new concept of marketing emerge in endlessly.There have been“Strategic Marketing”、“Macro marketing”、“Rational consumption”，as well as Hughes Tuckers “service marketing”etc. Till 1986, Philip Kotler put forward the “big marketing theory”combined with the point of view of predecessors,advocates the marketing mix from tactical marketing to strategic marketing which based on market segmentation, target market, market positioning. This is regarded as “the second revolution”in marketing.This thought emphasizes the strategy before the tactics,with the establishment of strategic marketing plan, can implement tactical marketing mix.So far,this idea is still the mainstream of marketing theory. But since the mid-1990s, the Internet has been expanding at a fast speed, having becoming the global largest and most popular computer information network. By getting rid of the concept of Geopolitics, Geo-economics and Geo-culture, it has formed a brand-new cross-border, cross-cultural and cross-language virtual space featuring information. Against the backdrop, the academic field both at home and abroad has waved an evaluation and research upsurge of the Internet. The world entered the Internet Era. Kotler keenly felt the impact of this change on marketing, he put forward the marketing system concept In 1987. He thought,information technology and global competition breeds a new marketing revolution.Therefore, a lot of new content continue to increase in each new version of his classic textbook marketing management，Including“Customized Marketing”、“Network Marketing”、“Marketing Decision-making Support System ”、“Marketing Work Station”etc.Marketing theory and practice are constantly forming new progress. With the rapid development of the Internet, network marketing has made great strides. As a brand-new and modernized marketing style, network marketing has some new characteristics completely different from traditional marketing style.Therefore,to study the theoretical system of Network Marketing can contribute to the development of network marketing, so it is of vital significance. 3. Major research strategies, basic research content and key research issues involved in the planned research topic Major research strategies: In a word,Network marketing has caused great impact on the traditional theory of marketing,challenge the traditional theory of marketing, leading to the weakening of social control, my research base and the route of thesis as follows:（1） To summarize relevant theories and literatures; evaluate the existing research findings; analyze the connotation, content and forms of Marketing in details and conclude characteristics and achievements of Marketing; point out characteristics and emerging new styles of Network Marketing; and conduct a comparative study between the traditional Marketing and Network Marketing so as to find out their similarities;（2） To selectively interview relevant commercial companies and industrial personages, and experts and scholars studying the traditional Marketing; deepen the understanding of the implementation status of Marketing, theoretical characteristics and achievements of Marketing; make some rectification and improvement according to the on-site interview; selectively talk with some experts and first-line personnel committed to practices of network Marketing; further learn the status of Network Marketing;（3） To combine the theoretical research and the empirical research according to theoretical research findings in the first step; summarize characteristics, advantages and huge achievements of the traditional Marketing; sum up the enlightenments of the traditional Marketing theories for Network Marketing; put forward targeted suggestions and countermeasures; and finish the paper writing at last. The main content of research: Network Marketing plays an important role during humansinformation circulation process. The reform of information techniques and methods will impose a profound influence on humansinformation circulation activity patterns. Based on characteristics of the traditional Marketing and the enlightenments of Network Marketing, this research topic plans to study the following aspects and solve some existing problems: （1）To summarize relevant theories and literatures; evaluate the existing research findings; analyze the connotation, content and forms of Marketing in details and conclude characteristics and achievements of Marketing; point out characteristics and emerging new styles of Network Marketing; and conduct a comparative study between the traditional Marketing and Network Marketing so as to find out their similarities; （2）To selectively interview relevant commercial companies and industrial personages, and experts and scholars studying the traditional Marketing; deepen the understanding of the implementation status of Marketing, theoretical characteristics and achievements of Marketing; make some rectification and improvement according to the on-site interview; selectively talk with some experts and first-line personnel committed to practices of network marketing; further learn the status of Network Marketing;（This is the emphases and difficulties of this topic） （3）To combine the theoretical research and the empirical research according to theoretical research findings in the first step; summarize characteristics, advantages and huge achievements of the traditional Marketing; sum up the enlightenments of the traditional Marketing theories for Network Marketing; put forward targeted suggestions and countermeasures; and finish the paper writing at last. （This is the research focus of the topic, also is the main goal and purpose of this topic）二、Key research issues to be solved: 1. To summarize the analyze advantages and characteristics of the traditional marketing in details; 2. To sum up the achievements of the traditional Marketing and Network Marketing; 3. To focus on analyzing some key issues