摘 要
本文以网络营销对传统企业的转型影响为研究主题，以传统企业转型问题为切入点，旨在探究网络营销对传统企业的营销和管理模式的影响，提出针对性的转型优化策略。文章通过文献综述和实证分析的方法，深入研究了传统企业的定义与特征、网络营销的内涵与发展、传统企业转型的理论基础等相关理论。并从竞争压力、经营效益下降、品牌价值损失等方面分析了传统企业在网络营销时代面临的问题现状。最后，本文提出了探索网络营销途径、加强营销技术支持和建立品牌营销体系三个方面的传统企业网络营销转型优化策略，为传统企业转型提供了指导和参考。
关键词：传统企业、网络营销、转型
Abstract
This paper takes the influence of network marketing on the transformation of traditional enterprises as the research topic, takes the transformation of traditional enterprises as the entry point, aims to explore the influence of network marketing on the marketing and management mode of traditional enterprises, and puts forward targeted transformation optimization strategies. Through the method of literature review and empirical analysis, this paper deeply studies the definition and characteristics of traditional enterprises, the connotation and development of Internet marketing, the theoretical basis of traditional enterprise transformation and other related theories. It also analyzes the problems faced by traditional enterprises in the era of network marketing from the aspects of competition pressure, operating efficiency decline, brand value loss and so on. Finally, this paper puts forward three aspects of exploring the way of network marketing, strengthening the technical support of marketing and establishing the brand marketing system, which provide guidance and reference for the transformation of traditional enterprises.
Keyword:Traditional enterprises, network marketing, transformation
目 录
1. 绪论 1
1.1 研究背景与意义 1
1.2 研究目的及内容 1
1.3 研究方法及论文结构 1
2. 相关概念及理论基础 3
2.1 传统企业的定义与特征 3
2.2 网络营销的内涵与发展 3
2.3 传统企业转型的理论基础 3
3. 网络营销对传统企业的转型问题现状 5
3.1 竞争压力增大 5
3.2 经营效益下降 5
3.3 品牌价值损失 5
4. 传统企业网络营销转型优化策略 7
4.1 探索网络营销途径 7
4.2 加强营销技术支持 7
4.3 建立品牌营销体系 7
5. 结论 9
参考文献 10
致 谢 11
本文以网络营销对传统企业的转型影响为研究主题，以传统企业转型问题为切入点，旨在探究网络营销对传统企业的营销和管理模式的影响，提出针对性的转型优化策略。文章通过文献综述和实证分析的方法，深入研究了传统企业的定义与特征、网络营销的内涵与发展、传统企业转型的理论基础等相关理论。并从竞争压力、经营效益下降、品牌价值损失等方面分析了传统企业在网络营销时代面临的问题现状。最后，本文提出了探索网络营销途径、加强营销技术支持和建立品牌营销体系三个方面的传统企业网络营销转型优化策略，为传统企业转型提供了指导和参考。
关键词：传统企业、网络营销、转型
Abstract
This paper takes the influence of network marketing on the transformation of traditional enterprises as the research topic, takes the transformation of traditional enterprises as the entry point, aims to explore the influence of network marketing on the marketing and management mode of traditional enterprises, and puts forward targeted transformation optimization strategies. Through the method of literature review and empirical analysis, this paper deeply studies the definition and characteristics of traditional enterprises, the connotation and development of Internet marketing, the theoretical basis of traditional enterprise transformation and other related theories. It also analyzes the problems faced by traditional enterprises in the era of network marketing from the aspects of competition pressure, operating efficiency decline, brand value loss and so on. Finally, this paper puts forward three aspects of exploring the way of network marketing, strengthening the technical support of marketing and establishing the brand marketing system, which provide guidance and reference for the transformation of traditional enterprises.
Keyword:Traditional enterprises, network marketing, transformation
目 录
1. 绪论 1
1.1 研究背景与意义 1
1.2 研究目的及内容 1
1.3 研究方法及论文结构 1
2. 相关概念及理论基础 3
2.1 传统企业的定义与特征 3
2.2 网络营销的内涵与发展 3
2.3 传统企业转型的理论基础 3
3. 网络营销对传统企业的转型问题现状 5
3.1 竞争压力增大 5
3.2 经营效益下降 5
3.3 品牌价值损失 5
4. 传统企业网络营销转型优化策略 7
4.1 探索网络营销途径 7
4.2 加强营销技术支持 7
4.3 建立品牌营销体系 7
5. 结论 9
参考文献 10
致 谢 11
