1、第 1 页 共 11 页 南京航空航天大学金城学院 毕业设计（论文）外文文献翻译 系 部 管理系 专 业 市场营销 学生姓名 唐敏 学号 2109064116 指导教师 袁昊 职称 助教 2013 年 2 月 第 2 页 共 11 页 network marketing Peter Kenzelmann Abstract: Today, mankind has entered the era of rapid economic development of e-commerce-based network. A full range of rapid development and wide
2、application of computer network technology on contemporary society, but also brought great changes to the enterprise marketing management. Network Marketing the new marketing methods to adapt to the changes of the era of the development of network technology and information networks, it has changed
3、the traditional marketing concept, marketing strategy, marketing, ways and means, will become the mainstream of the current era of corporate marketing. The face I had many problems in the SME network marketing, we should also be a clear understanding of the inevitability of its development, which re
4、quires all aspects of synergy and cooperation, to build a good network consumption environment, and promote the continued development of network marketing. Keywords: network marketing sales model of network management marketing planning SME. 1. Network Marketing Theory Network marketing is based on
5、the technology infrastructure of computer network technology, as represented by information technology. Computer networks of modern communications technology and computer technology to the product of combining it in different geographic regions and specialized computer equipment for external interco
6、nnection lines of communication into a large, powerful networks, thus enabling a large number of computers can easily transmit information to each other, share hardware, software, data and other resources. And network marketing is closely related to the computer network there are three types: the In
7、ternet, Extranet and Intranet. the theoretical basis for the network marketing, theoretical foundation of network marketing is direct marketing network theory, network theory of relationship marketing, marketing theory and network software to integrate marketing theory. 2. Commonly used methods of n
8、etwork marketing 1) Search Engine Marketing 第 3 页 共 11 页 2) Email marketing permission 3) Online Advertising 4) Web resource cooperation 5) Viral marketing 6) A membership-based network marketing 3. The relationship between network marketing and other business marketing E-commerce, where sell goods
9、to consumers or enterprises directly； publishing, which you sell advertising or buy the site which is based on the main directory, while the enterprise generates value by getting directory and filtering into the list of sales target There are many other models which is based on the specific needs of
10、 each person or business that launches an internet marketing campaign. 4. Web-based network marketing business To carry out Internet marketing does not necessarily have to have their own web site, in the absence of site conditions, enterprises can carry out the effective marketing through the networ
11、k. Free web site marketing mainly depends on the network marketing and e-mail marketing virtual community. Web-based network marketing is the subject of network marketing, its main problem is the web site planning, construction, maintenance people, as well as with other marketing to promote the inte
12、gration of methods. 5. The network marketing existence question of enterprises 5.1. The network marketing concept problems The enterprise in China network marketing knowledge existing two extreme ideas: the idea that the network marketing is a hi-tech enterprise of things, with traditional industrie
13、s. Or think about network marketing is online sales, and witnessed network store losses, clusters of phenomenon more lost network marketing power. Another idea thinks, the network provides a them with large enterprises equal competition, as long as the platform of small and medium-sized enterprises
14、owned and big enterprises as elegant website design, provide and large enterprise the same product and service, small and medium-sized enterprise may use the Internet transcendence of large-scale enterprises, in this idea guidance, the enterprise put in a great amount of resources on Internet marketing activities, however, business
