【作者】 张兵；

【导师】 黎永泰；

【作者基本信息】 四川大学 ， 工商管理， 2004， 硕士

【摘要】 本文着重探讨了前锋应用电子仪器在网络营销工作中应采取的策略。 前锋公司开展网络营销工作至今已有六年了。虽然起步较早，但前锋在网络营销方面取得的成效并不明显，这直接影响了前锋深入开展网络营销的信心；另一方面，前锋十分看好网络营销的前景，渴望在网络营销中能够有所建树。前锋所面临的这种困惑，应该在中国国有企业中有着相当的普遍性。 网络营销不同于传统营销，但同传统营销有着很深的联系。在从事网络营销过程中，国有企业可能会出现两个极端：一种是单独强调网络营销，忽视本企业市场营销工作的实际特点；另一种是将网络营销附属于传统营销，仅将其视为一种网上宣传工具。 本文试图就突破前锋网络营销的困境，按照网络营销和传统营销理论相结合的原则，分析前锋应用电子仪器的市场细分情况，针对前锋的目标网络市场，提出前锋在产品、价格、渠道和促销方面的网络营销策略。同时充分发挥网络营销跨时空、交互式、人性化等优势，按照整合营销(4Cs组合)的思路，去体现前锋“以市场为核心”的经营理念。 本人是成都前锋电子仪器公司分管营销的副总经理，负责公司总的营销方案策划。本文内容属于个人和指导老师共同研究的成果，非公司所属。更多还原

【Abstract】 This paper is focused on the marketing strategy of Qianfeng Applied Electronic Instruments via cyber-marketing.It has passed six years since Qianfeng adopted cyber-marketing policy. Qianfeng setting foot in cyber-marketing is very early, but it hasn’t got obvious achievements. This directly knocks down Qianfeng’s confidence on cyber-marketing, on the other hand, Qianfeng is expecting the bright future of cyber-marketing and placing hope on cyber-marketing. I think the puzzle Qianfeng faced exists in many Chinese state-owned enterprises.There are many differences between cyber-marketing and traditional marketing, but meanwhile they are deeply connected. Generally, two terminuses are easily occurred when SOE make use of cyber-marketing, the first one is excessively stressing cyber-marketing and ignoring the facts in enterprise’s marketing; the second one is regarding the cyber- marketing as one of the web ad, supplement of traditional marketing.Considering how to rush out of the puzzle situation Qianfeng faced, based on the principle of combining the traditional marketing with cyber-marketing, this paper will be focused on the segment of Qianfeng Applied Electronic Instruments, draw up a strategy plan of cyber- marketing for Qianfeng’s products in the aspects of product R/D, pricing, distribution net and promotion. Meanwhile, exerting the advantages of cyber-marketing, just as interactive, speeding and humanizationcharacteristics, based on the thought of integrating marketing (4Cs combination), Qianfeng’s business concept of Taking Market As Core will be reflected in the marketing process.I am the deputy general manager of Chengdu Qianfeng Electronics Instrument Co., responsible for making plans of marketing and sales activities. This paper was developed and drafted by the author and the tutor. The copyright belongs to the author and the tutor exclusively.更多还原