【正文】 ................................................................. 17 背景 .................................................................................................... 17 重新定位 ............................................................................................ 19 推廣效果 ............................................................................................ 23 目 錄 V 聯(lián)想公司的營銷策略 ................................................................................... 23 策略：找尋世界杯作為營銷看點 .................................................... 24 聯(lián)想此次營銷成功的特點 ................................................................ 27 總 結(jié) ......................................................................................................................... 28 參考文獻 ..................................................................................................................... 29 致 謝 ......................................................................................................................... 30 第 1 章 緒 論 1 第 1 章 緒 論 市場營銷是為創(chuàng)造實現(xiàn)個人和組織的交易，而規(guī)劃和實施創(chuàng)意、產(chǎn)品、服務(wù)構(gòu)想、定價、促銷和分銷的過程。s Conformity discuss the work marketing with to realize the traditional marketing conformity emphatically. This article elaborated the work marketing and the traditional marketing with the difference, enumerated the example to show same the work marketing pared in the practical application in the traditional marketing usability, with by the consumer must the approval. With traditional marketing pared to, so long as can does the work marketing and the traditional marketing conformity, regardless of then the subversive benefit which can bring for the customer or the business and convenient. The work conformity marketing is to establish, the maintenance and the dissemination brand, as well as strengthens the customer relations, but carries on the plan, the implementation 網(wǎng)絡(luò)營銷與傳統(tǒng)營銷的整合 III and surveillance39。s suppliers, the partner, the customer and so on already had certain understanding regarding the pany, enterprise39。s work marketing way simple somewhat, some electronic merce pany unique marketing method possibly is not on the other hand suitable in the Traditional enterprise. Regarding the Traditional enterprise, the thorough work also needs a process, the work marketing is one kind of auxiliary marketing strategy, is also a brandnew domain, establishes the website, the website promotion, to propagandize own product and service and so on, using the website was the work marketing contents, the website has provided an understanding enterprise39。s difference, the work marketing39。網(wǎng)絡(luò)整合營銷就是把各個獨立地營銷 綜合成一個整體，以產(chǎn)生協(xié)同效應(yīng)。與傳統(tǒng)營銷比，只要能夠?qū)⒕W(wǎng)絡(luò)營銷與傳統(tǒng)營銷的整合做好，那么無論是給客戶還是商家都會帶來的顛覆性的利益和方便。本文 論題為：《網(wǎng)絡(luò)營銷與傳統(tǒng)營銷的整合》 將著重討論網(wǎng)絡(luò)營銷如何與實現(xiàn)傳統(tǒng)營銷的整合。對于傳統(tǒng)企業(yè)來說，徹底的網(wǎng)絡(luò)化還需要一個過程，網(wǎng)絡(luò)營銷是一種輔助性的營銷策略，也是一個全新的領(lǐng) 域，建立網(wǎng)站、網(wǎng)址推廣、利用網(wǎng)站宣傳自己的產(chǎn)品和服務(wù)等等，都是網(wǎng)絡(luò)營銷的內(nèi)容，網(wǎng)站為人們提供了一個了解企業(yè)的窗口，在初級階段，網(wǎng)站的形象與企業(yè)形象之間可能并不完全一致，因為在企業(yè)網(wǎng)站建立之前，企業(yè)的供應(yīng)商、合作伙伴、顧客等對于公司已經(jīng)有了一定的認識，企業(yè)的品牌形象在建立企業(yè)網(wǎng)站之前就已經(jīng)確立了。盡管網(wǎng)絡(luò)企業(yè)和傳統(tǒng)企業(yè)同樣需要網(wǎng)絡(luò)營銷，但由于在經(jīng)營環(huán)境上的差異，網(wǎng)絡(luò)營銷的方法也有一定差別。網(wǎng)絡(luò)營銷與傳統(tǒng)營銷的整合 I 網(wǎng)絡(luò)營銷與傳統(tǒng)營銷的整合 摘要 網(wǎng)絡(luò)技術(shù)作為新時期信息技術(shù)發(fā)展的核心，正推動著電子商務(wù)的蓬勃發(fā)展，帶動了企業(yè)運作模式的徹底變革。如何有效利用互聯(lián)網(wǎng)絡(luò)進行交互營銷，并使之與傳統(tǒng)營銷實現(xiàn)整合，成為企業(yè)在這場變革中所面臨的首要課題。相對來說，傳統(tǒng)企業(yè)的網(wǎng)絡(luò)營銷方式簡單一些，一些電子商務(wù)公司特有的營銷手段在傳統(tǒng)企業(yè)中可能并不適用。所以傳統(tǒng)營銷和網(wǎng)絡(luò)營銷如果能 掌握的好 會發(fā)揮出她的價值。 本文闡述了網(wǎng)絡(luò)營銷與傳統(tǒng)營銷的相同與差異，列舉了實例說明了網(wǎng)絡(luò)營銷在實際應(yīng)用中 相 較于傳統(tǒng)營銷的可用性，和被消費者得認同性。 網(wǎng)絡(luò)整合營銷就是為了建立、維護和傳播品牌，以及加強客戶關(guān)系，而對品牌進行計劃、實施和監(jiān)督的一系列營銷工作。 關(guān)鍵詞 : 網(wǎng)絡(luò)營銷 傳統(tǒng)營銷 營銷整合 Inter Marketing and Traditional Marketing Integration II Inter Marketing and Traditional Marketing Integration Abstract The working takes the new time information technology development the core, is promoting the electronic merce vigorous development, has led the enterprise operation pattern thorough transformation. How to carry on the interactive marketing effectively using the Inter, and causes it to realize the conformity with the traditional marketing, bees the enterprise the most important topic which faces in this transformation. Although work enterprise and Traditional enterprise similar need work marketing, but because in condition of business39。s method also has certain difference. , Traditional enterprise39。s window for the people, in initial stage, website image with enterprise image between possibly not pletely consistent, because before enterprise website establishment, enterprise39。s brand image before establishing the enterprise websiteAlready established. Therefore traditional marketing and work marketing, if can support with will display her value. This article thesis is: how Network Marketing And will Traditional Marketing39。s a series of marketing work to the brand. The work conformity marketing is synthesizes each independence marketing marketing a whole, has the cooperative effect. Keywords: Inter Marketing traditional marketing marketing integration 目 錄 IV 目 錄 網(wǎng)絡(luò)營銷與傳統(tǒng)營銷的整合 ............................................................................................. I 摘要 ..................................................................................................................................... I Abstract ............................................................................................................................ II 目 錄 .............................................................................................................................. IV 第 1 章 緒 論 ............................................................................................................. 1 第 2 章 網(wǎng)絡(luò)營銷的范圍劃分及特征 ....................................................................... 3 網(wǎng)絡(luò)營銷的范圍劃分 .................................................................................... 3 傳統(tǒng)的網(wǎng)絡(luò)營銷 ................................................................................. 3 網(wǎng)絡(luò)營銷建設(shè)的不同標準 .........