本科生畢業論文（設計）

中國工業電器網營銷策劃及推廣方案
　　
專業：電子商務

學生：李明蔚 指導老師：張丹

　　摘要：當今電子商務以迅猛的態勢覆蓋各個行業，B2B電子商務平臺的發展也是日新月異，本文以中國工業電器網著手，從一個創業者的角度對B2B行業進行分析并制定營銷方案。

　　首先，本文通過對互聯網行業、電子商務、B2B平臺的宏觀分析，確定B2B平臺的發展空間，同時對工業電器行業進行分析，找到中國工業電器網的生存和發展空間。然后通過對最成功的綜合平臺和垂直平臺的成功因素進行分析，找出可以借鑒的地方并加以應用。再然后用PEST環境分析法對中國工業電器網自身的具體環境分析，找出優劣勢，對優勢加以利用和發揮，對劣勢進行改進或回避。最核心的部分是營銷策略的制定，本文基于4R組合模式對中國工業電器網進行營銷策略的制定，確定了以關系營銷為核心的營銷方式，并提出了將每一位客戶變為忠實客戶的目標和理念。

　　關鍵詞：中國工業電器網 B2B電子商務平臺 PEST分析 4R組合

　　CNELC Marketing Planning and Promotion Programs

　　Major: E-commerce

　　Student: Li Mingwei Supervisor: Zhang Dan

　　Abstract

　　The current rapid trend of e-commerce is to cover all sectors. B2B e-commerce platform development is also changing quickly. This article sets of CNELC, as an entrepreneur from the perspective of the analysis of the B2B industry and make some marketing programs.

　　First, the article gives a macro-analysis through the industry of Internet, e-commerce, B2B platform. To determine the development space the B2B platform. And author gives the analysis of the industrial electronics industry, to find the survival and development space for CNELC. Then the analysis start from the most successful integrated platform and vertical platform to analyze the success factors, identify where we can learn and apply them. And then use the PEST Environment Analysis to find out the superiority and the inferior of CNELC, to use and play on the strengths and to improve or avoid weaknesses. The core part is the marketing strategy formulation, this combination of 4R model-based to give develop marketing strategy to CNELC, set up the relationship marketing as the core of marketing, and put forward the goals and values of to make every customer into a loyal customer.

　　Keywords: B2B E-commerce PEST Analysis 4R Combination CNELC

[$page]　　目錄

　　1導 論 1
　　1.1研究背