独创性声明
本人声明所呈交的学位论文是本人在导师指导下进行的研究工作及取得的研究成果。据我所知，除了文中特别加以标注和致谢的地方外，论文中不包含其他人已经发表或撰写过的研究成果，也不包含为获得电子科技大学或其它教育机构的学位或证书而使用过的材料。与我一同工作的同志对本研究所做的任何贡献均已在论文中作了明确的说明并表示谢意。
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论文使用授权
本学位论文作者完全了解电子科技大学有关保留、使用学位论文的规定，有权保留并向国家有关部门或机构送交论文的复印件和磁盘，允许论文被查阅和借阅。本人授权电子科技大学可以将学位论文的全部或部分内容编入有关数据库进行检索，可以采用影印、缩印或扫描等复制手段保存、汇编学位论文。
（保密的学位论文在解密后应遵守此规定）
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日期： 年 月 日
摘 要
摘要
随着社会经济的发展和人类社会的不断进步，互联网在人们的日常生活中扮演着越来越重要的作用，看新闻、听音乐、玩微信、交友、旅游、购物等都离不开互联网，尤其对现在的年轻人来说，通过网络购物，越来越成为一种时尚和习惯。
互联网技术的快速发展不仅带来了消费群体的巨大变化，更带来网民的数量快速增长，而网络技术的进步也影响到的长虹等家电行业的生产和销售，网络营销平台作为一种新的连接纽带，连接着长虹等生产商和广大消费者，网络营销渠道可使得消费者更加高效、方便的了解长虹电视产品，能够增加长虹公司与消费者之间的互动。
因此，作为中国的“彩电大王”-----长虹来说，曾经“以民族昌盛为已任”，长虹电视“红太阳”照满祖国的大江南北。但进入21世纪以来，长虹面临了业绩下滑、份额下降等问题而后继乏力，现长虹重振旗鼓，积极拥抱互联网，以智能战略为指引，提升长虹电视产品销售份额。
本文通过对长虹电视网络营销的研究，借助互联网，通过采用文献调查法、实地调研法、比较研究法以及案例分析法等方式，对长虹线上线下电视的销售进行了全面的分析，指出存在的问题与不足，同时运营所学的网络营销知识，结合长虹以及同行业的案例，对长虹网络营销进行全面的分析，并提出改进建议，对自己的理论学习进行了进一步的丰富。
本文首先对选题背景及意义、论文研究的基本思路进行了说明和阐释，用网络营销、电子商务、市场营销等理论来指导和支持本文其后的相关论述；接下来对网络营销理论和行业情况的具体做法进行了分析，并重点分析了长虹公司电视产品的传统营销售和网络营销进行了分析,找出在现有传统营销和网络营销竞争中面临的机会与不足，提出了具体改进长虹电视网络营销推广的改进策略。
关键词：互联网技术，长虹 ，电视，网络营销，
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ABSTRACT
ABSTRACT
With the growth of social economy and development of the society, Internet is playing a more and more important role in people’s daily life, people use internet to read news, listen to music, run Wechat, make friends, shop, etc. and shopping on the internet is becoming a kind of fashion and habit especially for young people nowadays.
The rapid development of internet technology has not only brought the great change to the consumer groups and the swift growth of internet users, but also influenced on the production and marketing of household appliance companies, such as Changhong. As a new connecting bond, network marketing connects Changhong and vast consumers, it meets the demand of convenience, quickness, interaction and efficience from consumers, and can promote the interaction between Changhong and consumers
Changhong, which was called ’TV KING’ in the past, has become uncompetitive since the beginning of 21h century as a result of the declines of performance and market share, that’s why Changhong is now active in embracing the internet, and based on the Intelligent strategy, Changhong is increasing its market share.
This article provides a comprehensive analyze of Changhong’s online and offline marketings with the help of internet and by the methods of literature search, field research, comparative study and case analysis, etc, pointing out the problems and shortcomings. Suggestions which are based on the learning of my MBA courses are also provided in this article.
Firstly, this article gives the explanations and interpretations to the background, meaning and basic thinking of the topic, and use network marketing, e-business, marketing theories to support the thesises in this article. Secondly, Changhong’s TV traditional/network marketing is selected as a case to analyse its opportunity as well as its shortcoming. Detail advice is also provided on improving Changhong’s TV network marketing.
Keywords: Internet Technology, Changhong, TV, Network Marketing.
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