浅谈企业电子产品网络营销的问题与对策-以中小型电子企业为例(含调查问卷)(任务书,开题报告,论文15000字)
摘 要
随着网络经济时代的到来，传统的营销方式已难以能满足消费者的需求，取而代之的是网络营销。多样化的互联网网络营销形式能让企业更好的适应市场发展的前景，带来新的机遇和挑战。本文主要讲述研究电子产品网络营销的意义以及背景、网络营销的国内外研究现状。使用了文献分析法、案例分析法以及建模，对中小型电子产品网络营销存在的问题提出对策。
网络营销的概念主要为4P理论，如今网络营销已经经历了5个阶段的发展，并且发展迅猛，其主要有虚拟性、跨时空、交互式、信息性、整合性、经济性、高效性等特点。
本文以中小型电子企业柯尔特公司为例，首先分析了中小型企业存在的普遍的问题，例如许多企业建站后网站并不做推广，另有一些企业建站后注重网络推广，但是推广方式单一，网络营销的平台使用单一，甚至部门中小型企业没有根据自身企业的特点制定出合理、科学的网络营销推广计划。这些因素都导致了企业的营销发展缓慢，难以跟上信息时代下网络营销的发展速度，落后于同行业中的大型企业。
通过对柯尔特公司的介绍，以及对柯尔特公司里员工的问卷调查与实地考察，利用数据来说明柯尔特公司存在的问题。柯尔特公司自从2016年开展网络营销，发展现状一直呈现上升趋势。但是在发展过程中仍然存在许多问题，在网络营销方面做的远远不到位。由于柯尔特公司规模较小，资金薄弱，导致柯尔特公司网络营销平台单一，即使是付费购买的阿里巴巴平台，账号数量也不能够支撑外销人员的使用，所以柯尔特公司的网络营销平台仍然停留在官方网站上；其次，柯尔特公司的外销人员的工作年限普遍偏短，2年以下的外销人员占大多数，甚至几乎有一半的员工并不是经管专业出身。这就导致了外销人员经验不足，对企业营销的推广方式也了解甚少，只是模仿借鉴先前的营销方式。并且柯尔特公司70%以上的员工为外销人员，均属于外销部门，对其没有细致的划分，这也导致了网络营销发展缓慢；最后，由于柯尔特公司是贸易公司，没有自己的工厂，不能够有效的降低产品的采购成本，产品价格偏高，并且定价混乱，使得客户多有投诉。甚至由于柯尔特公司是中小型公司，没有自己的物流系统，主要靠第三方物流运输产品，加之路程遥远，货物损坏可能性大，不能够及时的送到客户手中，因此导致了柯尔特公司的网络营销不能迅猛发展。
因此，针对柯尔特公司存在的问题提出对应的对策，首先需要柯尔特公司提供多种营销平台，避免外销人员单一的营销方式；其次是调整企业结构，聘用专业化以及复合型人才，制定合理的价格以及物流系统，使得网络营销推广方式能够稳步进行，迅猛发展。
关键词：电子产品；中小企业；网络营销；问题与对策。
ABSTRACT
With the advent of the era of network economy, traditional marketing has been unable to meet the needs of consumers. Diversified forms of Internet marketing can make enterprises better adapt to the prospect of market development and bring new opportunities and challenges. This paper mainly describes the research status of electronic products network marketing at home and abroad. Using literature analysis and case analysis, this paper puts forward corresponding countermeasures to the problems existing in the network marketing of small and medium-sized electronic products.
The concept of network marketing is mainly 4P theory. Nowadays, network marketing has gone through five stages of development and developed rapidly. It mainly has the characteristics of interaction, information, integration, economy and high efficiency.
Taking the small and medium-sized electronic enterprise colt company as an example, this paper firstly analyzes the problems of enterprises. For example, many enterprises do not do website promotion after the establishment of a website, and some enterprises focus on network promotion after the establishment of a website, but the promotion method is single, and even some enterprises have not developed a scientific network promotion plan. It is difficult to keep up with the development of network marketing in the information age, lagging behind the large enterprises in the same industry.
Through the introduction of colt company, as well as the questionnaire survey and field investigation of colt company employees, using data to explain the problems of colt company. Since the launch of Internet marketing in 2016, colt's development status has been on the rise.The network marketing is far from being in place. Due to the small scale and weak capital of colt company, colt company's network marketing platform is single. Even the paid alibaba platform, the number of accounts cannot support the use of export staff. Therefore, colt company's network marketing platform still stays on its official website. Secondly, the working years of the export staff of colt company are generally short. The export staff under 2 years account for the majority, and almost half of the employees are not from the management major. This leads to the lack of experience of export sales personnel, the network marketing promotion mode is also very little, just imitate the previous marketing mode. In addition, more than 70% of colt's employees are export staff, all of whom belong to the export department. There is no detailed division of them. Finally, as colt is a trading company without its own factory, it cannot effectively reduce the procurement cost of products. The price of products is high and the pricing is chaotic, so customers have many complaints. colt does not have its own logistics system, and mainly relies on third-party logistics to transport products. In addition, due to the long distance and the high possibility of goods damage, colt cannot deliver products to customers in time, so the Internet marketing of colt cannot develop rapidly.
Therefore, in view of the existing problems of colt company, put forward the relevant countermeasures, first need colt company to provide a variety of marketing platforms, to avoid a single marketing method of export sales personnel. Secondly, to adjust the enterprise structure, hire professional and compound talents, set up reasonable price and logistics system ，so that the network marketing promotion can be carried out steadily and rapidly.
Key Words: Electronic products；Network Marketing; Small and medium enterprises；Problems and countermeasures
目 录
摘 要 1
ABSTRACT 3
第一章 绪论 7
1.1 课题研究及研究背景 7
1.2 国内外研究现状 8
1.2.1 国内研究现状 8
1.2.2 国外研究现状 8
1.3 课题的研究方法及框架 9
1.3.1 论文研究方法 9
1.3.2 论文研究框架 10
第二章 文献综述 11
2.1 网络营销的相关概念 11
2.2 网络营销发展阶段及特点 11
2.2.1 网络营销的发展阶段 11
2.2.2 网络营销的特点 13
第三章 中小型电子企业网络营销面临的的困境 13
3.1 中小型电子企业发展现状 13
3.2 中小型电子企业开展网络营销面临的困境 14
3.2.1 企业不采取策略推广网站 14
3.2.2 部分企业推广方式单一 14
3.2.3 没有科学的网络推广方案 15
第四章 柯尔特公司现状及其网络营销存在的问题 16
4.1 柯尔特公司简介 16
4.2 柯尔特公司的近期销售数额 17
4.3 相关性分析 19
4.4 柯尔特公司网络营销的问题 20
4.4.1 网络利用率不高，营销平台单一 20
4.4.2 员工营销方式单一，专业化程度不强 22
4.4.3 定价及物流配套措施不完善 23
第五章 针对柯尔特公司的问题提出对策 23
5.1 开发多种营销平台，优化企业结构 23
5.2 吸收、培养更加专业化的复合型人才 24
5.3 制定合理的价格与物流系统 24
结语 26
参考文献 27
致谢 30
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