【作者】 刘翠萍；

【导师】 钱旭潮；

【作者基本信息】 河海大学 ， 企业管理， 2006， 硕士

【摘要】 随着互联网的商业化应用,出现了一些新的营销手段和方法——网络营销工具。网络营销工具是以网络技术、信息技术为基础,以互联网为依托,进行营销活动的方法和手段。它的产生有一定的技术、观念和市场基础。它具有不同于传统营销工具的特性,如超越时空、互动性、虚拟性、智能性、灵活性、经济性等。从不同的角度,可以对网络营销工具进行不同的分类。 网络营销工具的开发与利用不是改变营销的实质,而是为了促使网络营销职能的实现,其功能主要体现在网络营销职能的发挥上。由于网络营销工具的互动性,组合利用各种网络营销工具,可使企业在一系列整体营销活动中和消费者保持密切的联系,实现互动营销和个性化营销。 网络营销工具在营销活动的不同阶段可以发挥其不同的营销功能。网络营销的职能是通过各种网络营销工具来实现的;同一个职能可能需要多种网络营销工具的共同作用;同一种网络营销工具也可能适用于多个网络营销职能;网络营销职能与工具之间并非一一对应的关系。 网络营销工具的运用需要遵循一定的过程和一定的支撑条件。对网络营销工具绩效进行客观科学的综合评价,是判断其使用价值的需要,是为做出更好的营销决策和制定有针对性的规划提高依据。本文在对网络营销工具绩效评价原则、评价指标的基本要素分析的基础上,从网络营销工具对网络营销职能发挥的角度、八个方面构建网络营销工具综合绩效评价指标,并提出了网络营销工具绩效的评价标准以及评价方法。更多还原

【Abstract】 With the commercialized application of Internet, some new marketing means and methods—cyber-marketing tool have appeared. The cyber-marketing tool is the method or means of marketing, which is based on network technology and information technology and supported by Internet. Its emergence needs certain technology, idea and base of market. It has characteristics difference from the traditional marketing tool, for instance across time and space, interactive, fictitious, intelligent, flexibility, economical qualities, etc.. we can classify the cyber-marketing tools according to different view.The developing & utilizing of cyber-marketing tool does impel the realization of the cyber marketing function instead of changing the essence of marketing. Its functions mainly reflect in the full play of the cyber marketing function. As a result of the interaction of cyber marketing tool, the enterprise may keep closely in touch with the consumer in a series of overall marketing activity and realize the interactive marketing and the individualized marketing, by using kinds of cyber marketing tools.In different stages of marketing activity, the cyber-marketing tool can play different role in different marketing functions. The function of cyber marketing was realized through various kinds of cyber-marketing tools. The same marketing function may need many kinds of cyber-marketing tools act on in commonly;The same kind of cyber-marketing tool may be suitable for a lot of cyber marketing functions too. The relation of the cyber marketing function and cyber-marketing tool is not one-to-one.The application of the cyber-marketing tool needs to follow certain courses and certain supporting terms. The evaluation on objective, comprehensive & science performance is the need of cyber-marketing tool, judging its use value, and the basis for making good marketing policy and rational plans. Based on analyzing the principle of the evaluating performance of the cyber marketing tool and basic key elements of the evaluation index, designed from a comprehensive performance evaluation index system of cyber marketing tool and including 8 fields the cyber marketing functions of the cyber marketing tool, the criterion and method of the evaluating performance of the cyber marketing tool are proposed.更多还原