一、网络营销概述............................................3
1.1网络营销的定义.......................................4
1.2网络营销的特点.......................................5
1.3网络营销的优势与挑战.................................6
二、网络营销策略理论基础....................................7
2.14P营销理论...........................................8
2.24C营销理论..........................................10
2.34R营销理论..........................................11
2.44V营销理论..........................................13
三、目标市场分析...........................................14
3.1市场细分............................................15
3.2目标市场选择........................................16
3.3市场定位............................................18
四、网络营销策略制定.......................................19
4.1产品策略............................................20
4.1.1产品差异化......................................21
4.1.2产品质量保证....................................22
4.2价格策略............................................24
4.2.1定价方法........................................25
4.2.2价格调整策略....................................26
4.3渠道策略............................................27
4.3.1渠道选择........................................28
4.3.2渠道管理........................................30
4.4促销策略............................................31
4.4.2销售促进........................................34
4.4.3公共关系........................................35
五、网络营销执行与监控.....................................36
5.1网络营销计划制定....................................38
5.2网络营销执行步骤....................................39
5.3网络营销效果评估....................................40
5.4网络营销风险控制....................................42
六、案例分析...............................................43
6.1成功案例分析........................................44
6.2失败案例分析........................................45
6.3案例启示............................................47