[硕士论文精品]网络营销中的品牌建立与推广

摘要摘要网络的应用与普及使得网民的数量飞速增加，网络消费也随之增加，从而构成了“网络经济”。跟历史上任何一个经济社会一样，网络经济既存在着机遇也存在着挑战。一方面，由于网络的便利性和廉价性，越来越多的企业开始利用网络来实现利润最大化，网络营销应运而生；另一方面，网络的存在使信息的传播在瞬间完成，因此各个企业拥有的技术高度同化，从而使得各个企业所生产的产品亦出现高度同质化的现象，所以越来越多的企业同时也开始意识到品牌是竞争制胜的法宝。因此通过网络营销来实施品牌战略，无疑可以降低企业营销管理成本，提高效率，增加企业的竞争力。在网络营销中，信息的传递具有良好的交互性，所以网络营销对传统营销是一种极大的完善和补充。通过各种网络营销工具和手段，消费者可以很容易地参与到整个营销过程中，使企业能够根据消费者的需要和反馈对营销策略及时地进行调整，从而通过更好地为顾客服务来提高企业的绩效。本文在这样一个网络世界的背景下，对市场营销中的两个分支网络营销和品牌营销的交叉点，即通过网络营销建立和维持品牌的价值。进行了较为深入的研究。以网络营销为主线，按照从一般到特殊的研究方法，结合相应的案例，对网络消费进行了较深入的系统研究，同时对网络营销整体的理论方法以及工具手段进行了分析研究。本文首先阐明网络营销的手段、方法、优越性和特殊性，对如何通过网络营销建立和维持品牌价值进行了分析然后以两个实际案例为基础，分析并指出在网络营销和创建品牌的具体的过程中需要注意的问题；最后根据中国的网络营销特征，提出适合中国企业网络营销和品牌建设的建议。关键词网络营销，品牌战略，在线品牌，线下品牌HTTP/INFO3DOUCOM/网络推手公司ABSTRACTABSTRACTTHEAPPLICATIONANDDISSEMINATIONOFINTERACTRESULTSI11ANINCREASEDNUMBEROFNETIZENSANDARAPIDINCREASEOFCYBERCONSUMING；ANDA“CYBERECONOMY”HASBEENFORMEDJUSTLIKEANYOTHERECONOMYSOCIETIESINTHEHISTORY，CYBERECONOMYGENERATESBOTHCHANCESANDCHALLENGESFORONEPART，BECAUSEOFTHECONVENIENCEANDCHEAPNESS，MOREANDMORECOMPANIESHAVEBEGUNTOUTILIZEINTEMETTOREALIZETHEPROFIT；THEREFORE，CYBERMARKETINGCOMESUPFORANOTHER，INTERACTENABLESTHEINFORMATIONTOBETRANSMIREDATONESECOND，SOTHETECHNIQUEPOSSESSEDBYEACHCOMPANYISASSIMILATEDTOAGREATEXTENTASWELLASTHEPRODUCTSASARESULT，COMPANIESBEGINTOREALIZETHATBRANDSCANBEAMAGICTOOLINTHEFIERCECOMPETITIONTHEREFORE，BRANDINGINCYBORMARKETINGCANCUTTHECOST，IMPROVETHEEFFICIENCYANDENHANCETHECOMPETITIVENESSINCYBERMARKETING，INFORMATIONCALLBETRANSMITTEDINTERACTIVELY，SOCYBERMARKETINGISAPERFECTIONANDSUPPLEMENTTOTRADITIONALMARKETINGTHANKSTOTHECYBERMARKETINGTOOLSANDMETHODS，CONSUMERSCARLJOININTHEWHOLEMARKETINGPROCESS；THEREFORE，COMPANIESCANMODIFYTHEMARKETINGSTRATEGYINTIMEINRESPONSETOTHECONSUMERSNEEDSANDWANTSATTHETIMETHATCOMPANIESPROVIDEWHATTHECONSMNERSWANTSANDNEEDS，THEYIMPROVETHEIRPERFORMANCEAGAINSTSUCHACYBERBACKGROUND，THISPAPERHASSTUDIEDTHEINTERSECTIONOFTHEEYBERMARKETINGANDBRANDING；ANDITTAKESTHECYBERMARKETINGASTHEPRINCIPALENVIRONMENTANDDISCUSSBRANDINGTHROUGHCYBERMARKETINGMETHODSINCLUDINGGENERALPRINCIPLEANDSPECIFICTECHNIQUESFROMTHEGENERALTOTHEPARTICULARTHEFIRSTTWOCHAPTERSINTRODUCEBASICKNOWLEDGEONCYBERMARKETINGTHEORY，TOOLSANDMETHODS；THESECONDPARTEXPLAINSTHECHARACTERISTICSOFONLINEBRANDSANDDISCUSSESHTTP/INFO3DOUCOM/网络推手公司HOWTOESTABLISHANDMAINTAINBRANDSINCYBERMARKETING；CHAPTER4INCLUDESTWOCASESTUDIES，ONESUCCESSFULCASEANDORLEFAILURECASETHEIMPLICATIONSOFTHECASESTUDIESAREVERYIMPORTANTINPRACTICE；THEYPROVIDEADVICESTOCHINESECOMPANIESONBRANDINGINCYBERMARKETINGKEYWORDSCYBERMARKETING，BRANDSTRATEGY，ONLINEBRAND，OFFIINEBRANDIIHTTP/INFO3DOUCOM/网络推手公司东北财经大学研究生学位论文原创性声明本人郑重声明此处所提交的博士，硕士学位论文房潮撕彦乃跏瑚知施嘲是本人在导师指导下，在东北财经大学攻读博士，硕士学位期问独立进行研究所取得的成果。据本人所知，论文中除已注明部分外不包含他人已发表或撰写过的研究成果，对本文的研究工作做出重要贡献的个人和集体均已注明。本声明的法律结果将完全由本人承担。作者签名J勿伽日期PPLF年，月，目作者筘名鼻痧伽醐纠朔妇东北财经大学研究生学位论文使用授权书胁删7泓哪石J，跏州睁7，毛矗谚系本人在东北财经大学攻读博士硕士学位期间在导师指导下完成的博士硕士学位论文。本论文的研究成果归东北财经大学所有本论文的研究内容不得以其他单位的名义发表。本人完全了解东北财经大学关于保存、使用学位论文的规定，同意学校保留并向有关部门送交论文的复印件和电子版本，允许论文被查阅和借阅。本人授权东北财经大学，可以采用影印、缩印或其他复制手段保存论文，可以公布论文的全部或部分内容。储签名多和和翩豁弘亏，L一导师签名KJO日期沙一G年，P月汨日期“年，明F日HTTP/INFO3DOUCOM/网络推手公司CHAPTER1INTRODUCTIONCHAPTER1INTRODUCTIONTHEEMERGENCEOFINTEMETHASLEDTOAPROFOUNDECONOMICTRANSFORMATIONANDRESULTEDINAWORLDWIDECYBERECONOMYATTHETIMEWEENTERTHEERAOFCYBERECONOMY，THEPATTERNOFECONOMICDEVELOPMENTHASCHANGEDDRAMATICALLYATTHESPEEDX,VECOULDNTIMAGINESEVERALYEARSAGOINTHISKNOWLEDGEBASEDECONOMYERA，INFORMATIONTECHNOLOGYHASPUSHEDTHE“INFORMATION”TOTHEMOSTIMPORTANTPOSITIONINCREATINGWEALTHALTHOUGHINFORMATIONPLAYEDASIGNIFICANTROLEINTHEHUMANHISTORY，ITHASNEVERBEENCREATED，COLLECTED，STORED，PROCESSEDANDRELEASEDSOINEXPENSIVELYANDINSUCHALARGESCALEBEFOREININDUSTRIMERA，INFORMATIONWASMANAGEDINFORMOFAUTOCRACY；THATMEANSTHECONTENTANDDISTRITUTIONOFINFORMATIONWERECONTROLLEDBYTHEAUTHORITIESSUCHASLARGECOMPANIESANDTHEGOVERNMENT，WHILETHEMASSESWITHNORIGHTSORFEWERRIGHTSSUCHASSMALLCOMPANIESANDCUSTOMERSCOULDONLYPASSIVELYACCEPTTHEAUTHORITIESOFFERINGSFOREXAMPLE，INTHEPAST，THETECHNIQUEANDTHEDETAILOFTHEPRODUCTSWEREMASTEREDBYTHEPROVIDERS，WHILETHEAVERAGECONSUMERSCOULDOBTAINLIMITEDINFORMAFIONABOUTTHEPRODUCTHOWEVER，INTODAYSCYBERECONOMY，INTERACTENHANCESTHEMASSESPOWERTOSEEKINFORMATIONABOUTPRODUCTS，THUSAKINDOFINFORMATIONDEMOCRACY”ISREALIZEDINTERACTHASSETUPANEWSYSTEM，OFTENREGARDEDASCYBERECONOMYSYSTEM，TOREPLACETHEOLDONEINTHESYSTEMOFCYBERECONOMY，ALLPARTIESARECONNECTEDINTERACTIVELY；THEREAREALLROUNDINTERACTIONSBETWEENCOMPANIESTOCOMPANIESB2B，COMPANIESTOCUSTOMERSB2CANDCUSTOMERSTOCUSTOMERSC2CINAWORDTECHNOLOGYHASTURNEDTHEAUTOCRATICFIMCTIONOFINFORMATIONINTOITSDEMOCRATICROLE，1HTTP/INFO3DOUCOM/网络推手公司BRANDINGTHROUGHCYBERMARKETINGWHEREBYALLMEMBERSOFSOCIETIESCALLBENEFITFROMTHEEASIERANDQUICKERACCESSTOANYINFORMATIONTHEYNEEDANDWANTFORVARIOUSPURPOSESWHENWEARECELEBRATINGTHECYBERECONOMYSYSTEM，WESHOULDBEAWARETHATTHEINFORMATIONDEMOCRACYCOULDBRINGNOTONLYTHECHANCEBUTALSOTHECHALLENGETHEOPPOMMITIESFORCUSTOMERSARCTHEYHAVEMOREALTERNATIVESOFTHEPRODUCTSANDSERVICES，ANDTHEYCANCONVENIENTLYCHOOSEANDPURCHASEWHATTHEYWANTINALLKINDSOFWAYSFORCOMPANIES，ONTHEONEHAND，THEYCANEASILYGETTHECHANCESTOENTERTHENEWMARKET，PROVIDENEWPRODUCTSANDTHEYCALLEVENHAVETHEEQUALRIGHTSTOCOMPETEWITHTHELARGERCOMPANIESRESULTINGINTHEINFORMATIONDEMOCRACYONTHEOTHERHAND，THEYARECHALLENGEDTOOPERATEINANUNPROTECTEDOPENBUSINESSENVIRONMENTTHATISFARMORECOMPETITIVETHANEVERBEFORETHEREFORE，MOREANDMORECOMPANIESCOMETOREALIZETHATTHEBESTWAYTODISTINGUISHTHEMSELVESINTHEMINDSOFCUSTOMERSISTOBUILDUPSTRONGBRANDSANDFOSTERBRANDLOYALTY，BECAUSEASUCCESSFULBRANDCANENHANCETHEBRANDOWNERSCOMPETITIVEADVANTAGES，CREATETHEHIGHPROFITABILITYANDBRINGMORECHANCESTOSUCCESSALTHOUGHMANYCHINESEFIRMSHAVETHECAPABILITIESTOPRODUCEHIGHQUALITYPRODUCTS，THEYSEEMTOHAVELESSABILITYINHANDLINGCYBERMARKETINGANDBRANDING，WHILEMANYWORLDFAMOUSCOMPANIESHAVEMADECYBERMARKETINGANDBRANDINGTHEPRIMARYBUSINESSOPERATIONAGAINSTSUCHACYBERBACKGROUND，THISPAPERHASSTUDIEDTHEINTERSECTIONOFTHECYBERMARKETINGANDBRANDING；ANDITTAKESTHECYBERMARKETINGASTHEPRINCIPALSTUDYDOMAINANDDISCUSSESBRANDINGTHROUGHCYBERMARKETINGMETHODSINCLUDINGGENERALPRINCIPLEANDSPECIFICTECHNIQUESTHEFIRSTTWOCHAPTERSINTRODUCEBASICKNOWLEDGEONCYBERMARKETINGTHEORY，MAJORTOOLSANDMETHODS；CHAPTER3EXPLAINSTHECHARACTERISTICSOFONLINEBRANDSANDDISCUSSESHOWTOESTABLISHANDMAINTAINBRANDSINCYBERMARKETING；CHAPTER4INCLUDESTWOREALWORLDCASESTUDIES，ONEISA2HTTP/INFO3DOUCOM/网络推手公司CHAPTER1INTRODUCTIONSUCCESSFULMODELANDTHEOTHERAFAILURETHEIMPLICATIONSOFTHECASESTUDIESARCVERYIMPORTANTINPRACTICE；THEYPROVIDEADVICESTOCHINESECOMPANIESONBRANDINGINCYBERMARKETINGTHEPAPERENDSWITLLACONCLUSIONWHICHHIGHLIGHTSTHEVIEWSANDSUGGESTIONSTHEAUTHORTRIESTOPUTFORWARDFURCHINESECOMPANIESINTHEIRCYBETMARKETINGANDBRANDING3HTTP/INFO3DOUCOM/网络推手公司BRANDINGTHROUGHCYBERMARKETINGCHAPTER2ANOVERVIEWOFCYBERMARKETING2ICONNOTATIONOFCYBERMARKETING211CONCEPTIONOFCYBERMARKETINGINTERACTHASPENETRATEDEVERYSIDEOFOURDAILYLIFE，ANDCYBERSOCIETYISBEINGESTABLISHEDJUSTLIKETHETRADITIONALSOCIETIES，CYBERSOCIETYNATURALLYBRINGSLOTSOFBUSINESSOPPOMMITIESFORITSIMMENSESPEEDANDSPACEEITHERINTRADITIONALSOCIETIESORINTHECYBERSOCIETY，THEPURPOSEOFCOMPANIESISTOCAPITALIZEONTHEBUSINESSOPPORTUNITIESTOSEEKFORTHEPROFITS，MEETTHENEEDSOFCUSTOMERS，ANDSERVETHEINTERESTOFPUBLICS；THEREFORE，MARKETINGBYCYBERTECHNIQUESHASACTEDASANEMCIENTMARKETINGMEFLNASALLEMERGINGSUBJECT，CYBERMARKETINGISMISUNDERSTOODTOSOMEPEOPLE，THETERMCYBERMARKETING”MEANSSELLINGONTHEINTERNET；ANDTOOTHERPEOPLE，ITREFERSTOTHEBASICWEBSERVICEEGDOMAINNAMEREGISTRATIONANDWEBSITECONSTMCFIONHOWEVER，THESEUNDERSTANDINGSAREONLYPARTOFTHESTORYWITHLIMITEDKNOWLEDGEONCYBERMARKETINGTHENWHATISCYBERMARKETINGONEARTHBEFOREPRESENTINGTHECONCEPTOFCYBERMARKETING，LETSSEETHEBASICARGUMENTSRELATINGTOCYBERMARKETIN91FIRST，CYBERMARKETINGISNOTISOLATED，CYBERMARKETINGISTHEOUTCOMEOFMARKETINGANDINTERACTFORONETHING，CYBERMARKETINGUTILIZESTHEINTERACTASITSCHIEFMEANS，SOITHASITSUNIQUEFEATURESFORANOTHER，ITCANTBESEPARATEDFROMFIRMSWHOLEMARKETINGMANAGEMENTASPARTOFMARKETINGSTRATEGY，CYBERMARKETINGCARLTBEYINGJIANFENG，CYBORMALETINGBAMCANDPROCTYCE。EDN，QINGHUAUNIVERSITYPRESS，20044HTTP/INFO3DOUCOM/网络推手公司CHAPTER2ANOVERVIEWOFCYBERMARKETINGISOLATEDFROMTHEGENERALMARKETINGENVIRONMENTINDIFFERENTSITUATIONS，THEPERFORMANCEANDIMPORTANCEOFCYBERMARKETINGVARIESACCORDINGLYFOREXAMPLE，COMPANIESTHATPRODUCEITPRODUCTSORSERVICESLAYEMPHASISONMARKETINGSTRATEGYBYTHEMEANSOFINTEMET，WHILEFORCUSTOMERGOODSMANUFACTURER,CYBERMARKETINGACTSASASUPPLEMENTARYTOCONVENTIONALMARKETINGSTRATEGYITCARLBESEENTHATCYBERMARKETINGCOMBINESTRADITIONALMARKETINGWITLLMODEMINTEMETTECHNIQUETOACHIEVECOMPANIESMARKETINGGOALSSECOND，CYBERMARKETINGISNOTEQUALTOWEBSELLINGACCORDINGTOTHEINTERACTIVECOMMUNICATIONSUCHASONLINECOUNSELING，CYBERMARKETINGNOTONLYFOCUSESONSELLINGTHROUGHINTEMETBUTALSOPROMOTESOFFLINESALESANDMAINTAINCUSTOMERLOYALTYINADDITION，DIFFERENTFROMWEBSELLING，CYBERMARKETINGEFFECTSAREDIVERSIFIEDPROMOTINGCYBERBRANDVALUE，ENHANCINGCUSTOMERLOYALTY，ENLARGINGINFORMATIONCHANNELANDIMPROVINGSERVICEETCFROMTHATWECANSEETHEPURPOSESOFCYBERMARKETINGISTOSATIS匆CUSTOMERSNEEDSANDWANTSNOTONLYTOREALIZETHESELLINGGOAL；THEREFORE，WEBSELLINGISONLYASTEPOFCYBERMARKETINGBUTNOTTHEINDISPENSABLESTEPFORINSTANCE，SOMECOMPANIESJUSTDISPLAYTHEIRPRODUCTSORSERVICESINCYBERMARKETINGLASTBUTNOTLEASTIMPORTANT,CYBERMARKETINGISNOTEQUALTOECOMMERCEECOMMERCEHASABROADSENSEITINCLUDESALLBUSINESSACTIVITIESUSINGELECTRONICDATATRANSMISSIONTECHNOLOGIESECONUTLERCEFOCUSESONTRADEMODEANDEVERYSTEPOFTRADEPROCESS，WHILECYBERMARKETINGISAPARTOFCOMPANIESWHOLEMARKETINGSTRATEGIESCYBERMARKETINGISNOTACOMPLETETRADEPROCESSBUTASUPPLEMENTARYTOTHETRADE；ITDOESNOTINCLUDEONLINEPAYMENTSANDMERCHANDISEDELIVERY，INADDITION，SECURITYANDLAWINECOMMERCEAREEXCLUDEDINFACT，CYBERMARKETINGC821TBEDEFINEDBROADLYANDNARROWLYBYITSNARROWCOLLCEPT，ITMEANSTHATCOMPANIESUTILIZEWEBPAGETOINTRODUCECOMPANIESSERVICESAND5HTTP/INFO3DOUCOM/网络推手公司BRANDINGTHROUGHCYBERMARKETINGPRODUCTS，THEREBYPROMOTINGONLINESALESBYITSBROADCONCEPT，ITDOESNOTONLYMEANINCREASINGTHESALESTHROUGHINTEMET，BUTALSOINCLUDESPRODUCTIONCYBERMARKETINGCALLDIRECTPRODUCTIONPROCESSANDJOININTHECOMPANYSOPERATIONANDMANAGEMENTINTHISPAPER,WEREGARDEYBERMARKETINGASARLINTEGRALPARTOFCOMPANYSWHOLEMARKETINGS台ATEGYTHATUTILIZESINTERACTASTHECHIEFMEANSTOACHIEVETHEMARKETINGGOAL212INFLUENCEOFINTERNETOILMARKETINGASWEK320W,MARKETINGISACOMPANYSFUNDAMENTALFUNCTIONS，ANDITFOCUSESONCUSTOMERSNEEDSANDWANTS，ANDOFFERINGBENEFITSTOCUSTOMERSWIMTHEDEVELOPMENTOFTECHNOLOGYINTERNETENDOWSMARKETINGWITHCHARACTERISTICOFCYBER；FOREXAMPLECYBERMARKETINGRENDERSNOLIMITSTOTIMEANDPLACESINCETHEUSEOFINTEMETHASBEENPOPULARIZEDEXTENSIVELYANDCOMPANIESCOMETOREAFIZETHEIMPORTANCEOFCYBERMARKETING，CYBERMARKETINGDEVELOPSSORAPIDLYTHATITHASCOMPLETEDTHETRANSITIONSFROMTRADITIONALMARKETINGTHETRANSITIONSCANBEDIVIDEDINTOTHEFOLLOWINGASPECTS2FIRST，THECONCEPTOFMARKETINGHASBEENCHANGEDTHECONCEPTOFMARKETINGFORMEDINTHEINDUSTRIALERAISBEINGGRADUALLYWEAKENEDINTHEINTERACTERAINTHEINDUSTRIALERA,MARKETERSSTARTEDTHEDEALANDCONTROLLEDTHEWHOLEPROCESS，WHILEINTHEINTERACTERA；CUSTOMERSCANINITIATIVELYSTARTTHEDEALANDCONTROLTHEPROCESS“ITISCUSTOMERSTHEMSELVESTHATDECIDEWHATINFORMATIONTHEYNEED，WHATPRODUCTORSERVICETHEYWANTANDWHATPRICETHEYWOULD1IKETOACCEPT”ASTHEMOSTSUCCESSFULONLINEBOOKSTORE_NVDANGDANGCOMHASITSSPECIALATTRACTIONSFORTHECONSUMERSONTHEWEBSITE，BROWSERSCALLEASILYGETTHEINFORMATIONOFTHEBOOKSNAME，PRICE，WRITER，MAINCONTENTANDEVENTHEDISCOUNT；2DAVECHAFFEY，RICHARDMAYER，KEVINJOHNSTON，FIONAELLISCHADWICKINTERNETMARKET2“NG；ST2“ATEGXZMPLEMENTATIONAND见,ACTICET扩CAN。CHINAMACHINEPRESS20046HTTP/INFO3DOUCOM/网络推手公司CHAPTER2ANOVERVIEWOFCYBERMARKETINGMOREOVER，ONTHEPAGEOFASPECIALBOOK,THEYWILLALSOSEETHECOMMENTSOFOTHERBROWSERSWHOHAVEBOUGHTTHEBOOKALREADY，WHICHGIVEAREFERENCETOTHEIRBUYINGDECISIONS111ECUSTOMERSWILLDECIDEWHATTLLEYWILLBUYATLASTBYACOMPARISON，ANDTHENWHATTHEYNEEDTODOISONLYTOBEATTHEKEYBOARDTOMAKETHEORDERANDSUBMITTOTHEWEBSITEONCETHEBOOKTHEYWANTHAPPENSTORUNOUTOFSTOCK,THEYJUSTNEEDTOSUBMITANORDERWITLLALLEMAILADDRESSASSOONASTHEBOOKARRIVESTHEWEBSITEWJIISENDTHEARFIVALNOTICETOTHECUSTOMER，SEMAILADDRESSCOMPAREDWITHTRADITIONALMARKETING，INTHEENVIRONMENTOFCYBERMARKETING，INFORMATIONBECOMESINEXPENSIVEANDEASYTOGET，THUSCUSTOMERSINITIATIVEHASBEENENHANCEDSOMEPEOPLETAKECYBERMARKETINGORMARKETINGOFINTEMETERAASREVERSEMARKETING；HOWEVER，REVERSEMARKETINGMEANSTHEEMPHASISOFMARKETINGISCONDUCTEDBYCUSTOMERSACCORDINGTOTHEFATHEROFMARKETING，PHILIPKOTLER，REVERSEMARKETINGHASSIXFACTORSREVERSEPRODUCTANDSERVICEDESIGN，REVERSEPRICING，REVERSEADVERTISING，REVERSESPREAD，REVERSECHANNELANDREVERSEDISTINGUISHINGHOWEVER，THEPOINTOFCYBERMARKETINGISTOUTILIZEINTERNETASTHECHIEFMEANS，WHICHFOCUSESONTHEMARKETINGTOOLANDMARKETINGCHANNELWECANSEETHATINTHECYBERMARKETING，ITTAKESLITTLETIMEANDFEWCOSTTOIMPLEMENTREVERSEMARKETINGSOTHATREVERSEMARKETINGCANBEWIDELYADOPTEDFOREXAMPLE，1唧PRICELINETOMENABLESTHEIRPOTENTIALCUSTOMERSWHOWANTTOBUYACARTOSETUPTHEPRICE，TYPE，ANDALTERNATIVEEQUIPMENTTHENTHECUSTOMERSCONFFTRMTHEDATEANDROUTTOTHEPHYSICALSTOREWHICHISNEARESTTOTHEM；T11EYAREREQUIREDTOPAYFOR2000TOTHEWEBSITEASADEPOSITBYCREDITCARDTHEWEBSITEWILLSENDTHEORDERTOTHEAPPOINTEDSTORETOCOMPLETETHEDEALTHISWEBSITEALSOPROVIDESSERVICESOFFINANCEANDINSURANCEWITHTHESIMILARPRICINGMODELWECANSEETHATCYBERMARKETINGISABLETOSWITCHTHECONSUMERSROLETOPRICEFIXERFROMPRICEACCEPTERHOWEVER，BECAUSEDIFFERENTPRODUCTSANDSERVICESHAVEDIFFERENTCHARACTERISTICS，NOT7HTTP/INFO3DOUCOM/网络推手公司BRANDINGTHROUGHCYBERMARKETINGALLTHECYBERMARKETINGSTRATEGIESADOPTINVERSEDESIGN,INVERSEPRICING，REVERSEADVERTISING，REVERSESPREAD，REVERSECHANNELORREVERSEDISTINGUISHINGINTHEINITIALPRACTICEOFCYBERMARKETING，COMPANIESWOULDLIKETOUTILIZEINTERACTADVERTISEMENTTOPUBLICIZETHEIRPRODUCTSANDSERVICESASATRYORBEGINNINGONTHEOTHERHAND，REVERSEMARKETINGCARLALSOBECARRIEDOUTINTHETRADITIONALMARKETINGENVIRONMENT，BUTWITHOUTADVANCEDTECHNIQUE，ITMAKESREVERSEMARKETINGEXPENSIVEANDNOTSOCONVENIENTINMYOPINION,REVERSEMARKETINGISTHEOUTCOMEOFFIERCECOMPETITIONANDMARKETINGDEVELOPMENT，WHILECYBERMARKETINGISTHEOUTCOMEOFINTEMETANDMARKETINGDEVELOPMENTASARESULT，WECARLTSIMPLYEQUATECYBERMARKETINGTOREVERSEMARKETING，THOUGHCYBERMARKETINGHASTHECONVENIENTCONDITIONSTOREALIZEREVERSEMARKETINGINSHORT,SINCECYBERMARKETINGGIVESCONSUMERSMOREINITIATIVESTHANTHETRADITIONALMARKETING，THECONCEPTOFMARKETINGHASBEENCHANGEDINTOANONPERSONALMARKETINGACTIVITYSECOND，THESTANDARDOFEVALUATINGMARKETINGPERFORMANCEHASBEENIMPROVEDASITISDISCUSSEDBEFORE，CYBERMARKETINGENDOWSCUSTOMERSMOREINITIATIVES，SOHOWTOATTRACTANDMAINTAINCUSTOMERSBECOMESTHEKEYPOINTTHATCOMPANIESLAYSTRESSONFORCUSTOMERS，THEYALWAYSDEMANDTHEPRODUCTSOFHIGHQUALITY，REASONABLEPRICEANDGOODSERVICE，ANDEYBERMARKETINGENABLESCOMPANIESTOFOLLOWCLOSELYBECAUSETHETRADITIONALSTANDARDOFEVALUATINGMARKETINGPERFORMANCEREPRESENTSTHERELATIONSHIPBETWEENSELLERSANDBUYERSBYAFTERTHEEVENTEFFICIENCYANDBENEFIT，ITCARLTSURVIVEINTHEMODEMMARKETINGININTEMETERA，THEEXPECTATIONOFMARKETINGISTOSATISFYTHECUSTOMERSNEEDSANDWANTS、析THGREATEFFECTIVENESSANDEFFICIENCYBYTHERECIPROCALEXCHANGEAPLEASINGDEALCANGENERATECUSTOMERLOYALTYANDTHECUSTOMERSWILLCARRYAMOUTHTOMOUTHPROPAGANDA，THEREFORETHEBUYINGPROCESSWILLCONTRIBUTETOTHEMARKETINGPERFORMANCEONTHEOTHERHAND，ADULLDEALMAYALSOCONTRIBUTETOTHESALES，BUTITCANTMAINTAINTHECUSTOMER；ASARESULT，ITWEAKENS8HTTP/INFO3DOUCOM/网络推手公司CHAPTER2ANOVERVIEWOFCYBERMARKETINGTHEMARKETINGPERFORMANCEFROMTHATWECARLSEECYBERMARKETINGEMPHASIZESONTHEPROCESSINSTEADOFTHERESULT，SOTHEEVALUATIONSTANDARDOFCYBERMARKETINGHASBEENIMPROVEDACCORDINGLYINADDITION，BECAUSEOFTHEINFLUENCEOFINTEMET，THETRANSACTIOUSARENOTFIXEDINTIMEANDPLACEANYLONGER；MOREANDMORECOMPANIESFOCUSONTHEWHOLESUBJECTMARKETSPACE”RATHERTHANONTHELINEARPRODUCTCATALOGUESCOMPANIESTAKETHEMARKETASAWHOLESYSTEMTOSERVETHECUSTOMERINSTEADOFOFFERINGSERVICETOTHECUSTOMERONLYBYTHEPRODUCT；WHATTHECUSTOMERBUYSISNOTONLYTHEPHSICALPRODUCTBUTTHECOMBINATIONOFBENEFITSAPRODUCTORASERVICEOFFERWITHTHEMODEMTECHNIQUE，COMPANIESAREABLETOFOLLOWTHECUSTOMERSEXPERIENCESCLOSELY，THUSTHEYWILLPROVIDETHECUSTOMERSWITH“INCREMENTSERVICE”SOTHAT1EYCANGETTHESUSTAINABLECOMPETITIVEADVANTAGESTAKETHEVICHYFOREXAMPLE，T1EYPROVIDETHEIRCUSTOMERSWITHEMAGAZINEMONTHLYWITLLTHECONTENTONCOSMETOLOGYANDTHEYALSOGIVELECTURESFOREXISTINGCUSTOMERSANDPROSPECTSONCOSMETOIOGYBECAUSEOFTHECONSIDERATESERVICEFORCUSTOMERS，阳C砂KEEPSTHECUSTOMERSATTENTIONTOTHEIRPRODUCTSANDSERVICESANDATTRACTSMOREANDMOREPROSPECTS213ADVANTAGESOFCYBERMARKETINGFORMARKETERSWITHTHEINCREASINGNUMBEROFWEBUSERSANDTHEWIDEUSEOFINTEMET，CYBERMARKETINGHASBECOMEONEOFTHEMARKETINGTYPESTHATMOSTCOMPANIESADOPT；COMPANIESRELEASEINFORMATIONANDDISPLAYTHEIRPRODUCTSANDSERVICESTHROUGHINTEMETASARESULT，CUSTOMERSCARLGETTHEINFORMATIONOFTHEPRODUCTWITHACOMPUTERCONNECTEDWITHTHEINTEMETATANYTIME，SUCHASPRODUCTINTRODUCTION，TECHNOLOGICALGUIDANCEANDCONTACTOFTHELOCALAFTERSALESERVICE；ANDTHEYCARLALSOCONVENIENTLYPURCHASEWHATTHEYWANTTHROU【曲INTEMETINADDITION，SOMECOMPANIESALSOPROVIDEONLINECONSULTATION，ONLINEDISCOUNTTICKETSANDFREEDELIVERYBYUTILIZINGINTEMET，COMPANIESOFFERCONSUMERSTHECONVENIENCE；ATTHESAMETIME，THEYDECREASETHECOSTANDINCREASETHEREVENUETHENWHATARETHEBENEFITSTHATQHTTP/INFO3DOUCOM/网络推手公司BRANDINGTHROUGHCYBERMARKETINGCYBERMARKETINGBRINGSTOTHEMARKETERSONEARTHASEXCELLENTMARKETERS，THEYSHOULDMAKETHERIGHTDECISIONSBYANALYZINGTHEPRODUCTANDMARKETINORDERTOACHIEVETHEMARKETINGGOALTHEREFORE，ITISQUITEIMPORTANTTOMAKESENSEOFTHEOPPORTUNITIESFORNEWMARKETANDNEWPRODUCT，INTHEFOLLOWING，WEWILLDISCUSSTHESEOPPORTUNITIESANDADVANTAGESINDETAIL,ANDWECANALSOSEEHOWCYBERMARKETINGREALIZEEVERYOFTHEFOURSTRATEGIESINMARKETANDPRODUCTSTRATEGYGRIDFIGURE213MARKETPENETRATION薹MARKETPRODUCTDEVELOPMENTDIVERSIFICATIONMARKETPRODUCTPENETRATIONDEVELOPMENTEXISTINGNEWFIGURE21MARKETANDPRODUCTSTRATEGYGRIDFOREXISTINGPRODUCTS，THEYHAVEOCCUPIEDTHEMARKETSHARE，SOTHEMARKETINGTASKIS3DAVECHAFFEY，RICHARDMAYER。KEVINJOHNSTONFIONAELLISCHADWICKINTERNETMARKETINGSTRATEGYIIMP2EMENTATYONANDPRACTICE喾EAACHINAMACHINEPRESS200410_茹甚芝MII口SI习HTTP/INFO3DOUCOM/网络推手公司CHAPTER2ANOVERVIEWOFCYBERMARKETINGTOACHIEVEMOREMARKETSHAREWITHCYBERMARKETING，COMPANIESCALLSELLMOREEXISTINGPRODUCTSTOTHEEXISTINGMARKETJUSTBYTHECONSERVATIVEAPPLICATIONOFINTEMETFOREXAMPLE，INTERACTADVERTISINGANDONLINEPRODUCTDISPLAYCANENHANCEPOTENTIALCUSTOMERSCOGNITIONOFCOMPANIESANDPRODUCTSONCETHECUSTOMERSARESMIS