Network Marketing Theory System
Source: Shangpin China |
Type: website encyclopedia |
Date: August 21, 2012
Website production The company still sells products in China: due to the different research perspectives and knowledge backgrounds of online marketing researchers, there are great differences in their understanding of online marketing, so the current content systems of online marketing in China are very different. In order to facilitate classroom teaching and help learners to fully and clearly grasp the overall structure of online marketing, this book combines the research results at home and abroad in recent years and combines years of teaching practice to divide the content system of online marketing into the following parts.
1. Basic
As the basic part of the book, this chapter contains five chapters, which can help learners understand various basic theories and technologies required for online marketing.
(1) The first chapter explains the birth and development of network marketing, the basic concepts and functions of network marketing, the overall structure of network marketing theoretical system and other basic issues, initially outlines the theoretical system outline of network marketing, and lays the foundation for in-depth learning of network marketing.
(2) Since online marketing is an extension of traditional marketing theory, Chapter 2 briefly introduces the whole picture of marketing theory, so that learners who have not contacted relevant content before can improve their theoretical basis in a relatively short time.
But for learners who have relevant learning foundation in marketing and other aspects, this chapter can be skipped.
(3) Chapter 3 synthesizes the latest theoretical development at home and abroad in recent years, selects viral marketing, precision marketing, long tail theory and other hot spots, and elaborates its background, theoretical connotation, practical application and other basic contents, so that learners can deeply understand the important supporting theory of online marketing.
(4) Chapter 4 introduces the Internet environment faced by enterprises to carry out online marketing, mainly describes the development and application of the Internet, consumer behavior characteristics in the online environment and other contents, to help learners understand the objective environment of online marketing.
(5) Chapter 5 focuses on the information technology needed for network marketing, focusing on the basic knowledge of computer network, basic technology of the Internet, website development technology, etc., in order to improve learners' understanding of the follow-up content and enhance their hands-on ability. For learners who have learned computer network and other related knowledge, this chapter can be skipped.
2. Strategy
As the key content of the whole book, this chapter explains in detail the common methods and strategies of online marketing widely used at home and abroad, including commercial websites, search engine optimization, licensed e-mail, online advertising, and the recently booming Web 2.0. From Chapter 6 to Chapter 10, each chapter describes an online marketing strategy, including strategy content, application channels, development trends, etc., and strives to show learners the latest and most comprehensive online marketing strategy panorama.
3. Practice This chapter is the practical extension of the aforementioned basic theory, technology and strategy of online marketing, aiming to maximize the practical operation ability of students, and also provide operational guidance for enterprises' online marketing practice. Among them, Chapter 11 focuses on network research, online store construction, website promotion and other practice hotspots, and explains in combination with business cases. In chapter 12, according to the current legislative situation in China, the author systematically expounds many legal issues that need to be understood and paid attention to in the practice of enterprise network marketing. In order to be close to reality, the book selects some complete legal cases so that learners can deeply understand and master them. Chapter 13 describes the content of evaluation of network marketing effect, including evaluation methods, evaluation indicators and monitoring technology.
In order to further illustrate the network marketing content system built in this book, the following is a description of the system structure diagram, as shown in Figure 1-1.
Summarize in the order of learning objectives at the beginning of this chapter.
1. Compared with the Internet developed countries, China's online marketing started late. So far, China's online marketing can be roughly divided into three stages of development: seeding period (before 1997), embryonic period (1997-2000) and development and application period (2001-2003 and after).
2. In the future, China's online marketing will show the following trends: ① search engine is still the preferred online marketing tool; ② Deep development of Web2.0 network marketing mode; ③ The online marketing value of enterprise websites will be improved; ④ Video online advertising will become a new competitive hotspot; ⑤ More online advertising forms suitable for SMEs; ⑥ Evolution of plug-in network promotion product market; ⑦ Website operation focuses on improving user experience; ⑧ The user behavior research of the system will be paid attention to.
3. Network marketing refers to a series of activities carried out by enterprises in the face of the Internet environment, under the guidance of the overall marketing strategic planning, to inherit and extend the traditional marketing theory, and to comprehensively use various information technologies as marketing tools to achieve the marketing goals of enterprises. The theory of marketing and the development of the Internet make online marketing have the characteristics of communication, globalization, integration, interaction, humanization, growth, advance, efficiency, economy, technology and practicality.
4. Network marketing is not only the extension of traditional marketing to the Internet, but also an important part of the business links of many enterprises involved in e-commerce. It is because network marketing is in the cross field of marketing and e-commerce that it has become an important professional course for both majors.
5. The current basic functions of online marketing include: ① online research function; ② Information release function; ③ Online sales function; ④ Brand building function; ⑤ Customer relationship function; ⑥ Economic value-added function.
6. Based on the current theoretical development and practical achievements of online marketing, this book constructs an online marketing system structure consisting of three chapters and 13 chapters:
As the beginning of the whole book, the basic chapter includes five chapters: overview of online marketing, marketing principles, theoretical basis of online marketing, online marketing environment, and technical basis of online marketing, to help learners understand various basic theories and technologies needed for online marketing.
As the key content of the book, the strategy chapter explains in detail the common methods and strategies of online marketing widely used at home and abroad, including commercial website strategies, search engine optimization strategies, licensed e-mail strategies, and online advertising strategies. As well as the five chapters of Web 2.0 strategy, which have recently flourished, strive to present the latest and most comprehensive network marketing strategy panorama for learners.
The practical part is the practical extension of the basic theory, technology and strategy of online marketing mentioned above. The explanation includes three chapters: the practical application of online marketing, the laws and regulations of online marketing and the evaluation of the effect of online marketing. The purpose is to maximize the students' practical operation ability, and at the same time provide operational guidance for enterprises' online marketing practice. This article was published in UEO Marketing website construction Company Shangpin China //ihucc.com/
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