Research proposal 研究开题报告

Researchproposal

Candidate:LixiaodongMajor：PHD.inmanagement

Plannedresearchtopicduringthedoctoralperiod

1.Titleoftheplannedresearchtopic

AstudyonthefutureofNetworkMarketingintermsofnewtrendandinnovation

Researchstatusandsignificanceoftheplannedresearchtopic

Sincethe1970s,thenewconceptofmarketingemergeinendlessly.Therehavebeen“StrategicMarketing”、“Macromarketing”、“Rationalconsumption”，aswellasHughesTucker's“servicemarketing”etc.Till1986,PhilipKotlerputforwardthe“bigmarketingtheory”combinedwiththepointofviewofpredecessors,advocatesthemarketingmixfromtacticalmarketingtostrategicmarketingwhichbasedonmarketsegmentation,targetmarket,marketpositioning.Thisisregardedas“thesecondrevolution”inmarketing.Thisthoughtemphasizesthestrategybeforethetactics,withtheestablishmentofstrategicmarketingplan,canimplementtacticalmarketingmix.Sofar,thisideaisstillthemainstreamofmarketingtheory.

Butsincethemid-1990s,theInternethasbeenexpandingatafastspeed,havingbecomingthegloballargestandmostpopularcomputerinformationnetwork.BygettingridoftheconceptofGeopolitics,Geo-economicsandGeo-culture,ithasformedabrand-newcross-border,cross-culturalandcross-languagevirtualspacefeaturinginformation.Againstthebackdrop,theacademicfieldbothathomeandabroadhaswavedanevaluationandresearchupsurgeoftheInternet.TheworldenteredtheInternetEra.Kotlerkeenlyfelttheimpactofthischangeonmarketing,heputforwardthe"marketingsystem"conceptIn1987.Hethought,informationtechnologyandglobalcompetitionbreedsanewmarketingrevolution.Therefore,alotofnewcontentcontinuetoincreaseineachnewversionofhisclassictextbook《marketingmanagement》，Including“CustomizedMarketing”、“NetworkMarketing”、“MarketingDecision-makingSupportSystem”、“MarketingWorkStation”etc.Marketingtheoryandpracticeareconstantlyformingnewprogress.

WiththerapiddevelopmentoftheInternet,networkmarketinghasmadegreatstrides.Asabrand-newandmodernizedmarketingstyle,networkmarketinghassomenewcharacteristicscompletelydifferentfromtraditionalmarketingstyle.Therefore,tostudythetheoreticalsystemofNetworkMarketingcancontributetothedevelopmentofnetworkmarketing,soitisofvitalsignificance.

3.Majorresearchstrategies,basicresearchcontentandkeyresearchissuesinvolvedintheplannedresearchtopic

Majorresearchstrategies:

Inaword,Networkmarketinghascausedgreatimpactonthetraditionaltheoryofmarketing,challengethetraditionaltheoryofmarketing,leadingtotheweakeningofsocialcontrol,myresearchbaseandtherouteofthesisasfollows:

Tosummarizerelevanttheoriesandliteratures;evaluatetheexistingresearchfindings;analyzetheconnotation,contentandformsofMarketingindetailsandconcludecharacteristicsandachievementsofMarketing;pointoutcharacteristicsandemergingnewstylesofNetworkMarketing;andconductacomparativestudybetweenthetraditionalMarketingandNetworkMarketingsoastofindouttheirsimilarities;

Toselectivelyinterviewrelevantcommercialcompaniesandindustrialpersonages,andexpertsandscholarsstudyingthetraditionalMarketing;deepentheunderstandingoftheimplementationstatusofMarketing,theoreticalcharacteristicsandachievementsofMarketing;makesomerectificationandimprovementaccordingtotheon-siteinterview;selectivelytalkwithsomeexpertsandfirst-linepersonnelcommittedtopracticesofnetworkMarketing;furtherlearnthestatusofNetworkMarketing;

Tocombinethetheoreticalresearchandtheempiricalresearchaccordingtotheoreticalresearchfindingsinthefirststep;summarizecharacteristics,advantagesandhugeachievementsofthetraditionalMarketing;sumuptheenlightenmentsofthetraditionalMarketingtheoriesforNetworkMarketing;putforwardtargetedsuggestionsandcountermeasures;andfinishthepaperwritingatlast.

Themaincontentofresearch:

NetworkMarketingplaysanimportantroleduringhumans’informationcirculationprocess.Thereformofinformationtechniquesandmethodswillimposeaprofoundinfluenceonhumans’informationcirculationactivitypatterns.BasedoncharacteristicsofthetraditionalMarketingandtheenlightenmentsofNetworkMarketing,thisresearchtopicplanstostudythefollowingaspectsandsolvesomeexistingproblems:

（1）Tosummarizerelevanttheoriesandliteratures;evaluatetheexistingresearchfindings;analyzetheconnotation,contentandformsofMarketingindetailsandconcludecharacteristicsandachievementsofMarketing;pointoutcharacteristicsandemergingnewstylesofNetworkMarketing;andconductacomparativestudybetweenthetraditionalMarketingandNetworkMarketingsoastofindouttheirsimilarities;

（2）Toselectivelyinterviewrelevantcommercialcompaniesandindustrialpersonages,andexpertsandscholarsstudyingthetraditionalMarketing;deepentheunderstandingoftheimplementationstatusofMarketing,theoreticalcharacteristicsandachievementsofMarketing;makesomerectificationandimprovementaccordingtotheon-siteinterview;selectivelytalkwithsomeexpertsandfirst-linepersonnelcommittedtopracticesofnetworkmarketing;furtherlearnthestatusofNetworkMarketing;（Thisistheemphasesanddifficultiesofthistopic）

（3）Tocombinethetheoreticalresearchandtheempiricalresearchaccordingtotheoreticalresearchfindingsinthefirststep;summarizecharacteristics,advantagesandhugeachievementsofthetraditionalMarketing;sumuptheenlightenmentsofthetraditionalMarketingtheoriesforNetworkMarketing;putforwardtargetedsuggestionsandcountermeasures;andfinishthepaperwritingatlast.（Thisistheresearchfocusofthetopic,alsoisthemaingoalandpurposeofthistopic）

二、Keyresearchissuestobesolved:

1.Tosummarizetheanalyzeadvantagesandcharacteristicsofthetraditionalmarketingindetails;

2.TosumuptheachievementsofthetraditionalMarketingandNetworkMarketing;

3.Tofocusonanalyzingsomekeyissues;studysome