摘  要在科技发展促进信息传播方式与接收方式改变，拥有全新消费观念的年轻消费群体崛起以及商业竞争日益激烈的环境下，网络营销作为适应网络时代而兴起的营销方式逐渐为企业所重视和应用。本篇文章就网络营销的现实背景和状况提出本文将要着重研究的目的和问题，并对研究方法和创新部分加以阐述。89013

在此基础上，笔者将网络营销以及网络营销发展的现状做了一个详细系统的梳理。通过搜集的资料显示，网络营销在现阶段的应用良莠不齐， 其最重要的原因在于实施网络营销的企业没有适合的理论指导。接下来笔者将4I理论做一个系统的梳理，4I理论包括的个性，趣味，互动与利益四个原则是网络营销中必不可少的有效促使企业信息传播的主导性构成因素，其现实意义重大。

本文第四部分以餐饮企业“小肥羊”的网络营销为研究案例，全方位分析其网络营销活动，在第五部分结合适用于网络营销的4I原则彻底的分析网络营销的本质和原理，并在此基础上，试图归纳和总结网络营销的一般性可借鉴规律，为其他品牌网络营销提供现实可借鉴的参考价值。

毕业论文关键字：网络营销； 4I理论； 

Abstract In the development of science and technology to promote information dissemination way and the receive mode change, a new rise of consumption idea of young consumer groups and business increasingly competitive environment, the network marketing as to adapt to the network era and the rise of marketing gradually paid great attention and application for the enterprise。 This article is the realistic background and status in the network marketing and the purpose of this paper will focus on research problems, are discussed and the research methods and innovation part。

On this basis, the author will be the status quo of network marketing and network marketing development made a detailed combing system。 Through collecting the data, according to the application of network marketing at present the good and bad are intermingled, the most important reason is that the implementation of network marketing companies are not suitable for theoretical guidance。 Then the author will 4 I theory as a system, 4I theory including personality, fun, interactive and four principles of interests is the indispensable effective to promote enterprise information dissemination in network marketing of the dominant factors, the reality is of great significance。

With catering enterprises "little sheep" in this paper, the fourth part of the case study of network marketing, comprehensive analysis of the network marketing activities, in the fifth part is suitable for network marketing 4I principle the thorough analysis of the nature of the network marketing and the principle, and on this basis, try to induction and conclusion can be drawn lessons from the general law of network marketing, network marketing for other brands to provide practical reference value for reference。

Keyword：Network marketing ；4I mode；

目录

题目： 基于4I理论的网络营销策略研究——以餐饮品牌“小肥羊”为例 1

1、引言 3

1。1 选题背景源Y于U优I尔O论P文W网wwW.yOueRw.com 原文+QQ75201-8766 及意义 3

1。1。1 选题背景 3

1。1。2 选题意义 4

1。2 研究内容和方法 4

1。2。1 研究内容 4

1。2。2 研究方法 5