湖南涉外经济学院 毕业论文（设计）答辩记录
日期： 2014.5.11
学生姓名： XXX 学号： 123456789 专业班级： 电子信息工程 201003 毕业论文（设计）答辩委员会（小组）意见： 题目： 电子商务对未来市场营销的影响
答辩成绩： 评定等级： 答辩委员会(小组)负责人： （签章） 委员（小组成员）： （签章） （签章） （签章） （签章）
二级学院审查意见： 论文（设计）最终评定等级：______________ 负责人： （签章） ______年___月___日
摘 要
电子商务是指人们利用电子手段进行商业贸易等活动，是商务活动的电子化、网络化和数字化。它的产生和迅速发展对市场营销产生了深刻而重要的影响。这种影响主要表现在五个方面：市场营销环境的变迁、消费者及其行为的变化、营销理念的变化、市场营销管理重心的变化及盈利模式的变化等。随着计算机技术在世界范围内的迅速普及,网络营销活动也在迅猛发展。与传统营销方式相比，网络营销优势尽显无疑,必将成为新世纪企业营销的主流。我国企业的营销活动在网络营销浪潮的冲击下面临着巨大的挑战和机遇。本人分析了电子商务环境下市场营销的相关案例，通过到新华书店，学校图书馆收集相关书籍、资料、文献；在网上搜索资料、文章、选取其中与电子商务与市场营销的资料；到中国期刊网搜索相关素材和重要资料并从中找出有利于自己论文的论点、论据：反复推敲最终拟定初稿：最终请指导老师指导，最后完成论文定稿。
本文分析了电子商务和传统市场营销相关概念和特征，从营销理念、方式等角度客观的分析了电子商务对传统市场营销的冲击和影响，展示了电子商务在当今营销系统中无可比拟的优势，最后通过一个案例来说明电子商务在浙江义乌中小企业市场营销活动中的应用。
关键词：电子商务；市场营销；影响
I
ABSTRACT
E—business indicates that people make commerce and trade using electronic devices．It is a combination of electronics，net and digit．Its production and rapid development has made significant influence on marketing promotion which is exposed in five aspects：the transformation of marketing environment；the change of consumers and their behaviors；the transformation of promoting belief and benefit achieving model．Along with the Internet technology fast popularization globally, the network marketing activity development is swift and violent. Compares with the traditional marketing way, the network marketing has the obvious superiority, will certainly to become the 21st century enterprise marketing the mainstream. Our country Enterprise's marketing is facing the huge challenge and the opportunity under the network marketing flood tide's impact. I analyzed the marketing related cases in e-commerce environment, through to the Xinhua bookstore, the school library books, information collection, literature; In the online search information, articles, selected with e-commerce and marketing materials; To China journal net search relevant material and important information and to find out argument, argument in favors of his thesis: hammering out the final proposed draft: in the end, please guide the teacher guidance, finally complete the paper finalized
This paper analyzes the electronic commerce and traditional marketing concepts and characteristics, from the aspects of marketing concept, methods and objective analysis of the impact and influence of e-commerce on traditional marketing, e-commerce shows incomparable advantage in today's marketing system, finally through a case study to illustrate the e-commerce application in Zhejiang yiwu small and medium-sized enterprise market marketing activities.
Keywords: E—business；marketing promotion; influence
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湖南涉外经济学院本科生毕业论文（设计）
目 录
摘 要 .......................................................................................................................................................... I ABSTRACT ............................................................................................................................................ II 第一章 绪论 ........................................................................................................................................... 1
1.1研究背景 ........................................................................................................................................ 1 1.2研究的目的 ................................................................................................................................... 1 1.3研究的意义 ................................................................................................................................... 1 1.4国内外研究现状 .......................................................................................................................... 1
第二章 电子商务与市场营销的有关概念和特征 ........................................................... 3
2.1电子商务 ........................................................................................................................................ 3
2.1.1电子商务的概念 ............................................................................................................... 3 2.1.2电子商务的特征 ............................................................................................................... 3 2.2市场营销 ........................................................................................................................................ 4
2.2.1市场营销的概念 ............................................................................................................... 4 2.2.2营销与销售的区别 .......................................................................................................... 4 2．3 网络营销与电子商务关系 ................................................................................................... 5
第三章 电子商务环境下的市场营销的优势 ...................................................................... 7
3.1有利于降低成本 .......................................................................................................................... 7 3.2能帮助企业增加销售商机 ........................................................................................................ 7 3.3有极强的互动性，有助于实现全程营销目标.................................................................... 7 3.4可以有效地服务于顾客，满足顾客的需要 ........................................................................ 7 3.5具有高效性 ................................................................................................................................... 8
第四章 电子商务环境下市场营销的一些变化 ................................................................. 9
4.1市场营销环境的变迁 ................................................................................................................. 9
4.1.1改变传统营销方式 .......................................................................................................... 9 4.1.2改变企业竞争形态 .......................................................................................................... 9 4.1.3改变人们传统的消费习惯........................................................................................... 10 4.2营销理念的变化 ........................................................................................................................ 10 4.3营销方式的变化 ........................................................................................................................ 11 4.4 营销策略的变化 ....................................................................................................................... 13
第五章 我国企业网络营销的发展策略与未来发展趋势.......................................... 15
5.1我国企业网络营销的发展对策 ............................................................................................. 15 5.2我国企业网络营销的未来发展趋势 .................................................................................... 16
第六章 浙江义乌中小企业网络营销案例分析 ............................................................... 18
III
湖南涉外经济学院本科生毕业论文（设计）
6.1浙江义乌电子商务应用现状 ................................................................................................. 18 6.2网络营销在浙江义乌的发展 ................................................................................................. 18 6.3浙江义乌发展网络营销策略 ................................................................................................. 18
6.3.1 企业主加强培训，增强网络意识 ............................................................................ 18 6.3.2企业配合政府加强监督，创造良好的信用环境 .................................................. 19 6.3.3探索多种网络营销方法 ............................................................................................... 19
结束语 ....................................................................................................................................................... 20 参考文献 ................................................................................................................................................. 21 致 谢 ....................................................................................................................................................... 22
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