本科生畢業(yè)論文（設(shè)計(jì)）

中國(guó)工業(yè)電器網(wǎng)營(yíng)銷(xiāo)策劃及推廣方案
　　
專業(yè)：電子商務(wù)

學(xué)生：李明蔚 指導(dǎo)老師：張丹

　　摘要：當(dāng)今電子商務(wù)以迅猛的態(tài)勢(shì)覆蓋各個(gè)行業(yè)，B2B電子商務(wù)平臺(tái)的發(fā)展也是日新月異，本文以中國(guó)工業(yè)電器網(wǎng)著手，從一個(gè)創(chuàng)業(yè)者的角度對(duì)B2B行業(yè)進(jìn)行分析并制定營(yíng)銷(xiāo)方案。

　　首先，本文通過(guò)對(duì)互聯(lián)網(wǎng)行業(yè)、電子商務(wù)、B2B平臺(tái)的宏觀分析，確定B2B平臺(tái)的發(fā)展空間，同時(shí)對(duì)工業(yè)電器行業(yè)進(jìn)行分析，找到中國(guó)工業(yè)電器網(wǎng)的生存和發(fā)展空間。然后通過(guò)對(duì)最成功的綜合平臺(tái)和垂直平臺(tái)的成功因素進(jìn)行分析，找出可以借鑒的地方并加以應(yīng)用。再然后用PEST環(huán)境分析法對(duì)中國(guó)工業(yè)電器網(wǎng)自身的具體環(huán)境分析，找出優(yōu)劣勢(shì)，對(duì)優(yōu)勢(shì)加以利用和發(fā)揮，對(duì)劣勢(shì)進(jìn)行改進(jìn)或回避。最核心的部分是營(yíng)銷(xiāo)策略的制定，本文基于4R組合模式對(duì)中國(guó)工業(yè)電器網(wǎng)進(jìn)行營(yíng)銷(xiāo)策略的制定，確定了以關(guān)系營(yíng)銷(xiāo)為核心的營(yíng)銷(xiāo)方式，并提出了將每一位客戶變?yōu)橹覍?shí)客戶的目標(biāo)和理念。

　　關(guān)鍵詞：中國(guó)工業(yè)電器網(wǎng) B2B電子商務(wù)平臺(tái) PEST分析 4R組合

　　CNELC Marketing Planning and Promotion Programs

　　Major: E-commerce

　　Student: Li Mingwei Supervisor: Zhang Dan

　　Abstract

　　The current rapid trend of e-commerce is to cover all sectors. B2B e-commerce platform development is also changing quickly. This article sets of CNELC, as an entrepreneur from the perspective of the analysis of the B2B industry and make some marketing programs.

　　First, the article gives a macro-analysis through the industry of Internet, e-commerce, B2B platform. To determine the development space the B2B platform. And author gives the analysis of the industrial electronics industry, to find the survival and development space for CNELC. Then the analysis start from the most successful integrated platform and vertical platform to analyze the success factors, identify where we can learn and apply them. And then use the PEST Environment Analysis to find out the superiority and the inferior of CNELC, to use and play on the strengths and to improve or avoid weaknesses. The core part is the marketing strategy formulation, this combination of 4R model-based to give develop marketing strategy to CNELC, set up the relationship marketing as the core of marketing, and put forward the goals and values of to make every customer into a loyal customer.

　　Keywords: B2B E-commerce PEST Analysis 4R Combination CNELC

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　　1.1研究背