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学位论文作者签名：指导教师签名
＞7／2年丨2月／斗日2W？年／＞月氺日
西北大学学位论文独创性声明
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学位论文作者签名：
二（？／3年／上月外日
摘 要
I
摘 要
自21世纪以来，随着互联网尤其是移动互联网的迅猛发展，人类的生活已经发生
了翻天覆地的变化。当前互联网规模及增长速度空前，网络营销手段在企业整体销售中
扮演着重要的角色。然而在互联网时代的今天，不少企业仍然面临网络营销策略选择的
困惑。由此可见，网络营销的重要性以及部分企业实施网络营销的困境。XHJ公司经过
16年的发展，目前员工总数高达17900余人，公司业务涵盖发制品、轻工制品、纺织服
装、钻石珠宝、食品与机电等多个领域。随着公司的快速发展，业务量稳定增长，但随
着互联网营销的快速增长，尤其是竞争对手在互联网营销方面的快速成长，对XHJ公
司的发展造成了产生了不小威胁。因此，目前XHJ公司开展网络营销已成为其无法回
避的问题。鉴于此，如何就XHJ公司的网络营销现状，对其网络营销策略进行构建，
是本文研究的核心问题
基于此，本文从XHJ公司网络营销现状入手，依据相关网络营销理论，对XHJ公
司网络营销进行系统性调查分析，包括网络营销现状、网络营销环境、SWOT分析等，
发现其存在网页要素设计不合理、产品策略有待完善、网络品牌建设滞后，以及高价格
策略导致市场占有率偏低与网络营销渠道单一等等问题。通过对这些问题的梳理，本文
进行了网络营销策略的选择，并提出了网络营销策略的具体实施途径。分别是网页策略
的实施，围绕主页设计与产品页面设计两个方面展开；产品策略则是从产品定位与产品
组合两个方面实施；网络品牌策略则主要是从构建网络品牌识别系统、构建产品中心独
立网站、网络品牌附加值的体现与开设产品促销活动推送四个层面展开；价格策略是从
低价策略、差别定价与分期付款策略三个维度进行；渠道策略则是围绕微信营销与网红
营销展开；客户服务策略则主要就整合客户数据分析客户行为，现场服务与构建客户服
务网站三个层面展开实施。为保证网络策略的实施，本文提出从人员、组织与技术三个
层面予以保障，以此来促进XHJ公司网络营销策略的顺利实施，进而提升XHJ公司的
竞争力
关键词：XHJ公司；网络营销；营销策略
西北大学硕士学位论文
II
Abstract
Since the 21st century, with the development of the Internet, especially the mobile Internet,
human life has undergone earth-shaking changes. At present, the scale and growth rate of the
Internet are unprecedented, and online marketing means plays an important role in the overall
sales of the company. However, in the Internet era today, many companies still face the
confusion of online marketing strategy choices. This shows that the importance of network
marketing and the predicament of some companies to implement network marketing. After 16
years of development, XHJ has a total of more than 17,900 employees. The company's
business covers hair products, light industrial products, textiles and apparel, diamond jewelry,
food and electromechanical and other fields. With the rapid development of the company, the
business volume has grown steadily, but with the rapid growth of Internet marketing,
especially the rapid growth of competitors in Internet marketing, it has caused a serious threat
to the development of XHJ. Therefore, at present, XHJ company has become an unavoidable
issue in its online marketing. In view of this, how to build the network marketing strategy of
XHJ company is the core issue of this paper.
Based on this, this paper starts from the current situation of XHJ company network marketing,
according to the relevant network marketing theory, systematic research and analysis of XHJ
company network marketing, including network marketing status, network marketing
environment, SWOT analysis, etc., finds that the existence of web page elements is
unreasonable. The product strategy needs to be improved, the network brand construction is
lagging behind, and the high price strategy leads to low market share and single network
marketing channel. Through combing these questions, this paper carries out the choice of
network marketing strategy and puts forward the specific implementation path of network
marketing strategy. They are the implementation of webpage strategy, focusing on two aspects
of homepage design and product page design; product strategy is implemented from two
aspects: product positioning and product combination; network brand strategy is mainly from
building network brand recognition system and building product center. The independent
website and the added value of the network brand are launched in four levels: the price
strategy is from the three dimensions of low price strategy, differential pricing and installment
payment strategy; the channel strategy is based on WeChat marketing and online marketing.
The customer service strategy is mainly implemented on the three levels of integrating
Abstract
III
customer data analysis customer behavior, on-site service and building customer service
website. In order to ensure the implementation of the network strategy, this paper proposes to
protect the three aspects of personnel, organization and technology, in order to promote the
smooth implementation of XHJ's network marketing strategy, and thus enhance the
competitiveness of XHJ.
Keywords: XHJ company; Internet marketing; Marketing strategy。。。。。。
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