当代市场经济中网络营销的安全及对策

随着国际互联网技术的日益成熟,网络营销在我国市场经济中发挥着越来越重要的作用。该文主要分析了网络营销在当代市场经济中的作用,探讨了网络营销所面临的两类安全问题,并分别对症下药,提出相应的解决办法。     

电子商务中的计算机网络营销研究

随着市场经济的飞速发展,传统的营销模式已经不能满足现代企业贸易的需求,计算机网络营销是传统营销模式的一种升华,计算机网络营销它是计算机推广与企业贸易模式完美结合的产物,计算机网络营销是现代科技水平进步的体现。     

外贸企业网络营销的策略

21世纪的经济是全球化的经济,也是以信息化、便捷化、低成本化为核心的网络经济,电子商务正迅速改变着工业化社会传统的物化的营销模式。网络营销作为一种全新的营销方式,在市场经济中扮演着越来越重要的角色。因此,研究中国外贸企业如何充分运用网络营销手段在国际贸易中保持可持续发展的竞争优势,显得意义重大。本文基于新时期外贸企业特点和网络经济理论,围绕外贸企业与客户的沟通手段、公司形象、产品宣传、信息调研等几方面进行了研究。文章从网络营销沟通与传统营销沟通的区别入手,分析现今条件下外贸企业在对外贸易中开展网络营销的重要性和必要性;并以网上直接销售、Email营销、在线客户服务为典型介绍利用网络与客户及时沟通的方式。最后,从选择合适的域名、网站设计与维护、网站的推广和发布、网上信息调研、网络营销与传统业务流程整合等方面,详细阐述了利用网站宣传公司形象和产品信息、开展网络营销的策略和注意点,以期对外贸企业在新时期进行国际贸易有一定的启示和参考作用。     

浅析智能代理在智能化网络营销中的应用

随着互联网技术及各种新技术的应用,电子商务正以惊人的速度快速发展。企业如何在浩瀚的信息海洋和日益激烈的市场竞争中脱颖而出,网络营销起着至关重要的作用,智能代理的应用为智能化网络营销的开展创造了条件。本文首先叙述了网络营销的概念、特点与模式,然后介绍了智能代理的概念、特点及分类,最后探讨了智能代理在智能化网络营销中的应用。     

基于实训教学的《网络营销》课程研究

随着我国互联网的高速发展,各行各业越来越专注于网络的销售与推广,作为培养人才的高等院校,就应该更加注意网络营销人才的培养。《网络营销》是电子商务专业的必修课程,改课程的教学内容与教学方式直接影响学生将来的就业状况,因此《网络营销》课程教学改革也是电子商务专业的重中之重。笔者总结多年的教学经验,结合我国网络营销现状,制定了《网络营销》课程的一系列改革,希望对其他高校有一定的借鉴作用。     

浅谈我国网络广告现状及发展趋势

随着Intrnet的发展,网络营销正发挥着越来越重要的作用,作为网络营销的主要有效手段--网络广告也得到了迅速的发展.Internet作为一种新媒体,有自身的特点,本文结合Internet和网络营销的特点,并借鉴目前有关网络广告的主流观点,对网络广告的现状及发展趋势进行了初步的探讨和研究.     

浅谈网络营销的发展与创新

本文在讨论网络营销发展的基础上,对网络营销存在的一些问题和劣势进行了探讨;然后从如何对营销方式和企业资源进行整合、对网络营销进行细分和专业化、对网络营销内涵不断深化等几方面,详细讨论了网络营销的创新。     

浅谈我国企业网络营销现状及改进策略

以互联网为基础的网络营销作为一种新型的营销手段,已经在企业经营策略中发挥着越来越重要的作用,企业应抓住这一发展机遇进行网络营销。论文针对网络营销下企业的产品策略、价格策略、渠道策略和促销策略四个方面进行分析并发现其存在的一些问题,针对这些问题提出相应的解决措施为。     

数字化时代的网络营销问题研究

随着互联网的不断普及,"网络营销"越来越多的出现广大企业人士面前网上有大堆公司都在说自己在提供网络营销服务,网站是网络营销,搜索引擎网络营销,博客网络营销,邮件邮件网络营销等等。但是越来越多企业对"网络营销"不满意,大多数企业对于网络营销人才只愿意出很低的工资,还有很多企业在门口现在甚至打出保险、推销、广告、网络营销人员谢绝入内。本文力求分析研究这一现象及相关解决方案。     

揭开网络营销师的神秘面纱

随着越来越多的企业进军互联网,网络营销已成为企业最主要的营销手段,网络营销师也名列未来十年高薪职业的榜首!今天就让我们一起走近网络营销师。CFan:当初是怎么开始网络营销的?岳浩:我做网络营销5年多了。大学学的电子商务专业,毕业之后就在上     

Segmenting customers in online stores based on factors that affect the customer’s intention to purchase

This study has proposed an approach that enables online stores to offer customized marketing by segmenting their customers based on customers’ psychographic data. Online stores can concentrate on more profitable activities by identifying customers’ value as they segment their customers into a few groups of customers with similar intentions to purchase. To segment online customers, based on previous research that explains the behavior of online customers regarding purchasing, the approach has employed the factors that affect the customers’ intention to purchase on the Web. We integrated the clustering results of SOM (self-organized map) and the k-means algorithm into a single model. Online stores can develop promotional marketing and offer personalized service for e-customers, who are more valuable and more promising, according to the market segments presented by our approach.     

面向市场分析人员的经分模型库 的设计与实现

经分模型有助于市场分析人员了解客户的状态,细分市场和客户,指导营销、客服部门进行针对性的营销和高 效的客户关系管理,具有重要的应用价值。为减少市场分析人员创建经分模型的困难,提出一个面向市场分析人员的经分模 型库系统,为市场分析人员提供一个统一、方便的平台,实现经营分析模型的创建、查找、分享以及模型在线验证等功能。经多 次测试,该系统具有较高的可行性、实用性和稳定性。     

Multiple categorizations of products: cognitive modeling of customers through social media data mining

As various forms of social media are spreading, we often witness that an idea of an individual user drives macroscopic changes. From the perspectives of product development and marketing, the opinions left by potential consumers in online social network can generate big ripple effects. This study analyzes the user opinions in online space to grasp preferences toward various products psychologically categorized by users. We also suggest an aspect of the market mentally configured by users using network modeling while following the framework of economic sociology. Existing analyses on online market place are mainly dealing with structural issues such as inter-actor relationships and status measurement. This study, however, analyzes complex preferences regarding diverse products and brands and derives a new model for inter-market connections. We expect that our study will provide important consequences on digital marketing and community design of corporations planning word of mouth effect in online space.     

Marketing a data communications network

The paper describes the background to, and rationale for, a joint approach to marketing Euronet Diane, the European online information network. The role of national PTTs, online information services (‘hosts’), the Commission of the European Communities (CEC), and areas for their interaction, are discussed in terms of an embryonic market place.The constraints of the Euronet Diane organizational structure are considered to be outweighed by the potential results of joint marketing activities.     

艺术设计开启新营销时代

艺术营销是随着世界经济一体化的潮流由艺术设计学与市场营销学融合发展而来的,艺术设计和市场营销都与人们的需求之间存在紧密的联系,形成了一门具有自身独特专业性的边缘学科,有联系也有区别。它的关键意义在于,一切与市场结合,客观地引导消费行为,从而在市场经济中获得最大化的附加价值。     

Does sampling influence customers in online retailing of digital music?

Online retailers have taken recourse to many smart marketing strategies to sell digital music. This paper investigates the strategic decisions of online vendors for offering different mechanisms such as sampling and online reviews of digital music to increase their online sales. In this research we seek answers to the following research questions (1) should online retailers offer sampling for experience goods such as music CDs; (2) under what circumstances is offering sampling more important than offering reviews. Our empirical study shows that online markets behave as communication markets, and consumers learn about product quality information both passively (by reading online reviews) and actively but subjectively (by listening to music sampling). Using data from , we empirically show that sampling is a strong product quality signal that reduces product uncertainty and attracts interested shoppers. Products with the sampling option enjoy a higher conversion rate (which leads to better sales) than those without it. Second, the impact of online reviews on conversion rate is lower for experience goods with a sampling option than those without. Third, when the uncertainty of the online reviews is higher, sampling plays a more important role because it mitigates the uncertainty introduced by online reviews. We believe this paper makes an important contribution by comparing and studying the interactions between two commonly adopted online marketing strategies (i.e., sampling versus online reviews) and provides important insights on which strategy is beneficial for vendors in the context of online selling of digital music.     

K-均值聚类算法在网络商城促销中的应用

随着市场竞争的日益激烈,促销技术对于网络商城提升销售额至关重要。在对网络商城的访问日志和客户交易的历史数据分析基础上,采用K-均值聚类算法设计实现基于用户兴趣、基于用户消费偏好、基于用户价值的三种类型的促销策略,为企业提供可行的个性化促销决策支持模型。     

市场经济下的产品设计与营销

从狭义上来讲,设计是赋予事物符合人类审美情趣的一种手段。而从广义上来说,设计其实是在营造一种新的文化建构、新的生活方式。设计是在现代社会和现代市场经济体系下美学创作与文化交流的载体,是根据商业化市场经济条件,进行营销调整而成为生产者取得市场竞争主动权的重要手段。     

传统市场与网络市场跨界融合研究

随着网民规模的不断扩大,跨界融合的特征已经在多个方面有所显现。从媒介共存、用户观看习惯、电子商务和整合营销等方面分析了传统市场和网络市场融合的必要性,对传统电视台、传统实体销售渠道和广告主布局在线业务提出了建议,论述了传统市场与互联网市场应跨界融合、共同发展。     

Optimal distribution channel strategy for new and remanufactured products

The market for remanufactured products is large and growing rapidly, accelerated by the widespread popularity of internet sales and online auctions. Whereas extant remanufacturing research focuses primarily on such operations management issues in collecting of end-of-life products, remanufacturing technologies, production planning, and inventory control, we consider an operations-marketing interaction issue by identifying the optimal channel structures for marketing new and remanufactured products. Specifically, based on observations from current practice, we consider three channel strategies a dominant manufacturer can adopt: (1) marketing both new and remanufactured products through an independent retailer; (2) marketing the remanufactured products through the independent retailer, while controlling the new product sales by using its own online channel; (3) marketing the remanufactured products through the manufacturer-owned online channel, while selling new products through the independent retailer. Our results show that the manufacturer prefers to differentiate new and remanufactured products by opening a direct online channel, no matter how the system parameters change. However, which type of products (new or remanufactured) the manufacturer should sell through the online channel depends on the cost saving from remanufacturing, the customer’s acceptance of remanufactured products and the online inconvenience cost. Furthermore, this paper shows that, compared with channel strategy I where the manufacturer sells both new and remanufactured products through an independent retailer, this dual channel strategy benefits the end consumers, but might do harm to the retailer and the total supply chain in some situations.