重庆邮电大学移通学院专科毕业设计（论文）
whether or not implement internal information management, whether to build relevant information system, including product information management, and personnel information management, whether to establish perfect database system in practical application in the network marketing activities, further defined in internal operation process of competitive advantages and disadvantages, to perfect the enterprise internal management informationization process, to strengthen enterprise internal transactional work is inefficient. To companies outside of The Times, economy, culture, technical environment and so on carries on the feasibility analysis, to carry out network marketing, I want set enterprise external competitors, market information, analysis of competition advantage and disadvantage of hand, easy to locate corporate marketing strategy [1]. From on the e-commerce business development situation at home and abroad, the restriction of internal and external environment factors for marketing strategy more and more small, suggesting that B2C right now Model enterprises in developing network marketing, for internal and external environment analysis of the factors to consider more and more, makes the enterprise's business and products quality steady improvement, mainly thanks to the continuous improvement of the network market regulation and strengthening of their own internal and external environment analysis.
Second, the target market and marketing system design Network marketing market determine the goals of network camp is B2C companies The key to marketing activities, enterprises in the target market, since from the enterprise The basic functions of body, focus on analysis of the enterprise customer base, understand the guest Group of the characteristics of the family. With the rapid development of e-commerce, the customer base Points more and refinement, the network marketing of the market competition is more and more strong, enterprise Industry for the determination of customer base is also very key, mainly is to analysis customer Group of network consumption characteristics, is conducive to clear network marketing target city Field orientation. Customer demand is the core of the enterprise network marketing activities, With the rapid growth of enterprise product production capacity, the network market is made The idea of a seller's market to buyer's market, customer base is very big Change, they have many sources of information, can be in variety Choose network products, through the comparison of fully, can in the network The search to a lower price, higher quality products. Therefore, the goal, Field orientation for B2C enterprises, plays a key for use, networks Marketing strategy use is becoming more and more specifications, competitive in the first place Relevant B2C enterprises gradually formed their own core products, and good Good shopping experience, has a better brand image, and improve the supply Chain, industry chain management, quality after-sales service and so on, for the enterprise Specific target market positioning for the security. Marketing system design is currently e-commerce operation of the implementation of the master Sexual system, it is a marketing function relatively centralized system, basic can be In order to realize the traditional marketing activities of each link, increased the network marketing Interactive activities. The network marketing system is mainly the marketing information system All functions of an existing, mature and technology transplanted to network marketing segment Each phase, effectively increase the network marketing in the process of implementation The technology and service guarantee. At present, to carry out the network marketing of B2C Companies to speak, the main is to rent with network services provide business (ISP) technology Operation, B2C enterprises mainly stays at the application level, the basic techniques used clothing Customization management, technology research and development for enterprise itself, still must come in Step to strengthen. All application network marketing strategy of enterprises,
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重庆邮电大学移通学院专科毕业设计（论文）
to marketing System dependence is strong, is applied Companies for the use of network marketing strategy is basically the same, this right Companies own technology to develop personalized demand function is put forward in the future .
Three, feasibility analysis and channel promotion The feasibility analysis for the network marketing is to carry out the network marketing strategy Move the key, mainly is the economic rationality analysis, safety risk evaluation Estimation, the system design scheme should be feasible. Concrete embodiment have sincerity to ask Topic, the quality and standard, legal issues, online transactions related to ask Topic, the rules of the game is unknown problems, destroy the market and price system, Personalized and differentiated, safety and reliability issues, etc. The sincerity Letter problem, quality and standard questions, legal issues, the rules of the game is unknown Topic, personalization and the differentiation problem, security and reliability is carried out Internet marketing activities have to rush to solve the problem. For more than Problems, the enterprise when carries on the feasibility analysis of network marketing, To focus on the issues related to a feasibility analysis and argument. With the continuous development of network marketing strategy, network marketing strategy Can be divided into direct marketing channel
strategy, the indirect marketing channel strategy and double entry Channel strategy (double tao) . For China's traditional brand enterprises , in the process of enterprise to carry out the B2C network marketing, now is too much Dependence on traditional marketing strategy, promote or on Internet marketing strategy Slowly, the main problems exist in the pricing strategy and channels Two aspects of policy conflicts. B2C enterprise as a network marketing The body of the application of the user, in view of the nature of the product, reasonable to choose not to With types of distribution channels play an important role. At present, more mature Basic focus on electronics and garment industry enterprises, mainly produces the two Product market demand is more and more big, the strengthened from products to market To transfer, promote product sales, the enterprise and the success of network marketing as a whole. From the perspective of the development of the future, if the traditional enterprise compound as the main strategy of enterprise's network marketing channel strategy, the enterprise in the cost of operation and will have greater progress in trade promotion. B2C enterprise brand, on the other hand, the past was mainly rely on electronic business outsourcing service enterprise running, statistical results from 2011, the operating mode
Positive changes are happening in, through the electronic commerce rapidly into the traditional brand The network marketing. Currently, the United States, supor, nokia, HTC and so on By e-commerce outsourcing service enterprise is responsible for on behalf of the enterprises operation and management mode, the function of the supply chain gradually play a role Industry in addition to continuously strengthen network marketing strategy, in the logistics management, sale After service, etc, are also trying to, the traditional brands or enterprises, greatly broaden the channels of e-commerce marketing model.
Four, the optimization of network marketing At present, China's network marketing is in a key stage of the rapid development, especially the B2C model of development, integrated with three points to, on the future Internet marketing need concrete from the following two directions:
First of all, B2C enterprises carry out network marketing need to socialization. Society for B2C enterprises to speak, is a long-term goal, also is a huge system, it involves each link of supply chain management. One is require companies to continuously in product promotion and technical services channels on both sides face actively promote, the improvement of the social system application function; The other side asked electric sub suppliers business services in
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重庆邮电大学移通学院专科毕业设计（论文）
technical research new hair surface not to leather, the existing mature gradually, intelligent network of technology applied to the camp pin link, make network marketing technology more human, system more flexible, more standardized services, continuously establish and improve the operation of interactive system. Its time, B2C companies client group of group of body sex demand needs to step into a strengthened. For current e-commerce operators, the development of network marketing is still in its initial stage, more is to use the outsourcing service model, its operation mode, the method is basically the same, the product of service channel, require enterprises to timely know and grasp the characteristics of the customer base and consumer behavior patterns change, providing reliable data analysis and marketing basis, this is the group characteristic that customer base is mainly determined by element. In order to effectively solve above present situation, the requirement of B2C Enterprise product positioning and consumption characteristics, combined with good customer base, the continuous improvement of the service for enterprise customers continue to provide the necessary material and technical support.
Anyhow, affect the network marketing through the elements of the marketing activities of each link, the B2C enterprise as long as can according to own actual, set up enterprise information platform of their own network marketing and service network system, architecture enterprises own channels of information network, the choice for enterprise itself development network marketing strategy, with the constant development of market economy today, seize the opportunity, meet the challenge, can be in an impregnable position in the market competition environment.
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重庆邮电大学移通学院专科毕业设计（论文）
二、 英文翻译 （一）
网络消费心理及营销策略选择
随着互联网技术的应用与普及，网络消费日益成为一种流行的消费方式。网络消费是人们借助互联网络而实现其自身需要的满足过程，它既是一种新型的消费形式 ，又全面地包括了精神文化层面的内在含义。网络消费的兴起，使得当今企业面临着前所未有的激烈竞争 ，市场由卖方垄断向买方垄断转变 消费者主导的时代已经到来，要想在这种环境中保持竞争优势，必须研究网络消费者行为，而抓住其心理，通过有效的网络营销策略开拓网络市场 无疑是企业制胜的关键。 一、网络消费者心理因素分析：
1．追求个性。消费品市场发展到今天，多数产品无论是在数量上消费者能够凭借自己的心理需求和购买力购还是质量上都极为丰富，买商品。网络消费人群通常是那些富于想象 、渴望变化、喜欢创新、有强烈好奇心的年轻人一代，他们对个性化提出了更高的要求。在购买他们看重的不仅仅是商品本身的使用价值，更是他们在购买和商品时，消费产品的过程中所获得的体现个性的心理价值，个性化消费是网络消费的主流。
2．追求自主、独立。现代社会分工日益细化，消费者购买的风险感也在上升，对传统的“填鸭式”的营销方式，消费者已经感到厌烦和不信任。在网络消费中，消费者能够完全凭自己的喜好进行对比、挑选，没有人会来影响你 你可以悠闲地听着音乐 、喝着咖啡，在完全放松的状态下选择商品，这是一种相对自主、独立的选购过程，他们可以获取心理上的平衡和愉悦感
3．追求方便、快捷。对于生活节奏越来越快的现代人来说，购物中的即时、便利、随手显得越来越重要。传统的商品选购过程往往非常耗时、耗力，而网络消费能够很好地满足这些缺陷。在网络上，消费者只需在闲暇时点点鼠标、翻翻网页，就能方便地完成网上交易，而且现代生活中快捷的物流系统，能够把你购买的商品送到你家，如此方便的购买大大节省了商品选购时间和往返路途时间，相对于传统的购买过程，它具有明显的优势。
4．追求物美价廉。价格是消费者消费过 程中一个非常敏感的因素。网店比起传统实
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重庆邮电大学移通学院专科毕业设计（论文）
体店来说，能够使消费者更为直观地了解商品，能够精心挑选、货比三家。而且网络经营的低租金甚至零租金以及精简的人员配置，使得同样的商品，网上商店能够提供比实体店低的多的价格，对于大多数追求物美价廉的消费者来说，网络消费无疑是个更好的选择。 二、网络消费的心理行为障碍分析：
网络消费尽管具有强大的生命力，但是目前消费者对于网络营销仍存在着一些心理上的障碍 。
1．对虚拟购物环境的不信任。在传统购买方式中，消费者可以有效判别产品或服务的质量 ，但在网络环境下，消费者判别、选择和认识企业或产品的难度增大。消费者无法身临其境感受产品的质量；同时，对企业的经营状况、营业人员的服务水平等，消费者也存在疑虑。 此外，网络购物环境存在不安全的因素，如个人信息的泄露、感染病毒的危险，都阻碍了消费者网上购物的欲望。
2．特定心理需要的流失。网络消费无法满足某些特定的心理需要，比如网上购物减少了消费者在传统购物中的人际交往关系，增加了消费者的孤独感；网络购物也无法满足消费者通过购物过程来显示自己的身份、社会地位、成就或支付能力等炫耀性消费行为；网络消费中较少的还价空间减少了某些消费者在购物过程中的讨价还价以及其他心理乐趣。
3．缺乏健全的法律保障体系。当前在网络消费过程中，仍然缺乏适当的法律或其它手段对网络消费的全过程进行有效的规范和控制。
因此，一旦发上网络纠纷，消费者的权益无法得到切实的保障。这也是消费者目前在网络消费过程中存在的心理障碍。 三、基于网络心理的营销策略选择：
网络营销是对企业网上经营环境的营造过程，也就是利用网络营销手段、方法和条件同时协调期间的相互关系，从而更加有效地实现企业营销的目的。由于网络消费者本身具有一定的网络消费心理，所以即利用网络营销工具本身来实现营主要采取相应的提拉式营销策略，而针对网络消费有顾忌的传统消费者，主要采用推进式的网络营销策略，即通过改善网络营销环境达到营销目的。
1．做好网站建设。网站是网络营销的基础，特色的网站是满足消费者寻新求异心理，吸引消费者登录浏览商店、产生购买行为的基础。网站建设时，要注意网站上产品的介绍要尽量详细、产品展示图要清晰，以提高消费者的视觉和听觉感知度。同时，要注意简化流程操作，方便消费者快速得到想要的结果。
2．开展个性化营销。在网络时代，消费者需求呈现出个性化，为满足自己个性化的需
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