摘 要: 网络的衍生与发展，促进了网络营销的成长。线上营销属于一种新兴的营销模式，它来源于传统的营销，但与传统的营销方式仍然存在着巨大的差别。它不会受限于时间和空间，并且可以降低公司的成本，提高与顾客沟通的效率。依据每一个顾客的要求，提出建设性的解决办法，使买卖双方都满意。其中，机械行业在中国经济的发展中占有不可忽视的重要基石地位, 可以说，其相关产品在各个工作领域都具有非常旺盛的需求量。本文从网络营销的理论基础入手，找出其与传统营销模式的区别及优点，并针对镇江大力液压马达有限责任公司的现状，分析网络营销在大力公司的应用实况，同时依据镇江大力公司网络营销存在的问题，对应提出相关的解决方法。71811

毕业论文关键词：网络营销；机械行业；镇江大力液压马达有限责任公司

Abstract: With the derivation and development of network, the growth of network marketing has been promoted. Online marketing is a new marketing model which comes from the traditional marketing. But there is still a great difference from the traditional marketing methods. It is not limited by time and space. Moreover, it can reduce the cost of company and improve the efficiency of communication with customers. On the basis of each customer’s requirements, put forward the constructive solutions to satisfy both the buyer and the seller. Among them, as the  important cornerstone status, the machinery industry can not be ignored in the development of Chinese economy. It can be said that the related products have a very great demand in various work fields. This paper started with the theoretical basis of network marketing and finded out the advantages and the differences of the traditional marketing mode. What’s more, with the status of Zhenjiang Dali Hydraulic Motor Co., LTD, analysed the actual application of network marketing in Zhenjiang Dali Hydraulic Motor Co., LTD. Furthermore, according to the existing problems of the network marketing in Zhenjiang Dali company , proposed the related solution.

Keywords: network marketing; machinery industry; Zhenjiang Dali Hydraulic Motor Co., LTD

目 录

1  引言 3

2  网络营销的理论基础 3

2.1  网络营销的内涵 3

2.2  网络营销的主要内容 4

3  网络营销相对于传统营销的优势 5

4  镇江大力公司网络营销的现状分析 5

4.1  镇江大力公司概况 5

4.2  镇江大力公司网络营销推广情况 6

4.3  镇江大力公司网络营销人员构成 6

4.4  镇江大力公司网络营销水平介绍 6

5  镇江大力公司网络营销中存在的问题 6

5.1  没有正确认识网络营销，网络竞争意识不强 6

5.2  网站功能简单，网络营销功能未能充分发挥 7

5.3  缺少可以兼顾营销和互联网的新型人才 7

5.4  网络安全问题严峻，阻碍公司网络营销的发展 7

5.5  缺乏完善的物流配送系统 7

6  针对镇江大力公司网络营销问题的解决对策 8

6.1  正确认识网络营销的重要性，提升公司竞争力