电子商务借助移动通信技术等电子工具,向消费者高效传递商品和服务,其核心在于优化线上交易流程以及科学管理渠道。网络营销渠道具有订货、结算、配送等功能,能够有效支持供应链的高效运转,帮助企业精准触达目标客户并提升品牌效应。本...电子商务借助移动通信技术等电子工具,向消费者高效传递商品和服务,其核心在于优化线上交易流程以及科学管理渠道。网络营销渠道具有订货、结算、配送等功能,能够有效支持供应链的高效运转,帮助企业精准触达目标客户并提升品牌效应。本文分析网络营销与传统直销的差别,概述网络营销渠道的不同类型,并提出建立跨境电商平台拓展国际市场、发展社交电商模式提升用户互动等策略,旨在进一步增强企业在数字化经济中的持续竞争力。With the help of mobile communication technology and other electronic tools, e-commerce efficiently delivers goods and services to consumers, the core of which is to optimize the online transaction process and scientific management channels. Network marketing channels with ordering, settlement, distribution and other functions, can effectively support the efficient operation of the supply chain, help enterprises to accurately reach the target customers and improve the brand effect. This paper analyzes the differences between network marketing and traditional direct selling, summarizes the different types of network marketing channels, and puts forward the establishment of cross-border e-commerce platform to expand the international market, the development of social e-commerce mode to enhance user interaction and other strategies, aiming to further enhance the sustainable competitiveness of enterprises in the digital economy.展开更多
随着全球经济的快速发展,产业园区在促进区域经济增长和产业集聚中发挥着重要作用。产业园区品牌形象的建设对其吸引力和竞争力至关重要。本文旨在探讨产业园区品牌形象建设的关键因素,并分析网络营销策略在品牌推广中的应用。通过文献...随着全球经济的快速发展,产业园区在促进区域经济增长和产业集聚中发挥着重要作用。产业园区品牌形象的建设对其吸引力和竞争力至关重要。本文旨在探讨产业园区品牌形象建设的关键因素,并分析网络营销策略在品牌推广中的应用。通过文献综述、案例分析等研究方法,详细探讨了品牌形象建设的理论基础及其在产业园区中的应用现状。研究发现,核心价值提炼、品牌视觉形象设计和品牌文化塑造是品牌形象建设的关键因素;SEO、内容营销和社交媒体营销等网络营销策略在品牌形象传播中起到重要作用。基于研究结果,本文提出了优化品牌形象建设和网络营销策略的建议,为产业园区的持续发展提供理论支持和实践指导。With the rapid development of global economy, industrial parks play an important role in promoting regional economic growth and industrial agglomeration. The attraction and competitiveness of the industrial park brand image are very important. This paper aims to explore the key factors of the construction of industrial park brand image, and analyze the application of network marketing strategy in brand promotion. Through literature review, case analysis and other research methods, the theoretical basis of brand image construction and its application in industrial parks are discussed in detail. It is found that core value extraction, brand visual image design and brand culture shaping are the key factors of brand image construction. Online marketing strategies such as SEO, content marketing and social media marketing play an important role in the communication of brand image. Based on the research results, this paper puts forward some suggestions to optimize the brand image construction and network marketing strategy, so as to provide theoretical support and practical guidance for the sustainable development of industrial parks.展开更多
网络营销是当代产品企业营销战略的重要组成部分,对企业竞争力及可持续发展具有深远影响。河南作为农业强省,农特产品资源丰富、市场潜力巨大,近几年来,随着传统电商发展趋于完善、短视频营销突起,河南农特产品的网络营销迎来发展的高峰...网络营销是当代产品企业营销战略的重要组成部分,对企业竞争力及可持续发展具有深远影响。河南作为农业强省,农特产品资源丰富、市场潜力巨大,近几年来,随着传统电商发展趋于完善、短视频营销突起,河南农特产品的网络营销迎来发展的高峰期,但仍处在边摸索边发展的阶段。文章将以河南农特产品为研究对象,运用文献法、实地考察法、对比分析法等来分析河南农特产品现有网络营销情况,结合网络营销理论和4Ps理论,针对其存在的网络营销渠道单一、品牌打造意识较弱、产品价格不统一、相关产业链服务差等问题,从渠道拓展与创新、品牌建立与营销、产品价格优化促销、产业链服务升级提出创新改进措施,从而为河南农特产品的网络营销提供理论支持和实践指导。Online marketing is an important component of the marketing strategy for contemporary product enterprises, significantly influencing their competitiveness and sustainable development. As a major agricultural province, Henan boasts abundant resources of specialized agricultural products and has great market potential. In recent years, especially with the gradual refinement of traditional e-commerce and the rise of short video marketing, the online marketing of Henan’s agricultural products has reached a peak period of development. However, it still remains in a stage of exploration and gradual advancement. This paper focuses on Henan’s agricultural products, utilizing a literature review, field investigation, and comparative analysis to examine the current state of online marketing in this sector, in conjunction with online marketing theories and the 4Ps theory. It addresses existing issues such as a lack of diversity in online marketing channels, weak brand awareness, inconsistent product pricing, and subpar services in related industry chains. The paper proposes innovative improvement measures in areas such as channel expansion and innovation, brand establishment and marketing, product price optimization and promotion, and upgrading of industry chain services, thereby providing theoretical support and practical guidance for the online marketing of Henan’s agricultural products.展开更多
文摘电子商务借助移动通信技术等电子工具,向消费者高效传递商品和服务,其核心在于优化线上交易流程以及科学管理渠道。网络营销渠道具有订货、结算、配送等功能,能够有效支持供应链的高效运转,帮助企业精准触达目标客户并提升品牌效应。本文分析网络营销与传统直销的差别,概述网络营销渠道的不同类型,并提出建立跨境电商平台拓展国际市场、发展社交电商模式提升用户互动等策略,旨在进一步增强企业在数字化经济中的持续竞争力。With the help of mobile communication technology and other electronic tools, e-commerce efficiently delivers goods and services to consumers, the core of which is to optimize the online transaction process and scientific management channels. Network marketing channels with ordering, settlement, distribution and other functions, can effectively support the efficient operation of the supply chain, help enterprises to accurately reach the target customers and improve the brand effect. This paper analyzes the differences between network marketing and traditional direct selling, summarizes the different types of network marketing channels, and puts forward the establishment of cross-border e-commerce platform to expand the international market, the development of social e-commerce mode to enhance user interaction and other strategies, aiming to further enhance the sustainable competitiveness of enterprises in the digital economy.
文摘随着全球经济的快速发展,产业园区在促进区域经济增长和产业集聚中发挥着重要作用。产业园区品牌形象的建设对其吸引力和竞争力至关重要。本文旨在探讨产业园区品牌形象建设的关键因素,并分析网络营销策略在品牌推广中的应用。通过文献综述、案例分析等研究方法,详细探讨了品牌形象建设的理论基础及其在产业园区中的应用现状。研究发现,核心价值提炼、品牌视觉形象设计和品牌文化塑造是品牌形象建设的关键因素;SEO、内容营销和社交媒体营销等网络营销策略在品牌形象传播中起到重要作用。基于研究结果,本文提出了优化品牌形象建设和网络营销策略的建议,为产业园区的持续发展提供理论支持和实践指导。With the rapid development of global economy, industrial parks play an important role in promoting regional economic growth and industrial agglomeration. The attraction and competitiveness of the industrial park brand image are very important. This paper aims to explore the key factors of the construction of industrial park brand image, and analyze the application of network marketing strategy in brand promotion. Through literature review, case analysis and other research methods, the theoretical basis of brand image construction and its application in industrial parks are discussed in detail. It is found that core value extraction, brand visual image design and brand culture shaping are the key factors of brand image construction. Online marketing strategies such as SEO, content marketing and social media marketing play an important role in the communication of brand image. Based on the research results, this paper puts forward some suggestions to optimize the brand image construction and network marketing strategy, so as to provide theoretical support and practical guidance for the sustainable development of industrial parks.
文摘网络营销是当代产品企业营销战略的重要组成部分,对企业竞争力及可持续发展具有深远影响。河南作为农业强省,农特产品资源丰富、市场潜力巨大,近几年来,随着传统电商发展趋于完善、短视频营销突起,河南农特产品的网络营销迎来发展的高峰期,但仍处在边摸索边发展的阶段。文章将以河南农特产品为研究对象,运用文献法、实地考察法、对比分析法等来分析河南农特产品现有网络营销情况,结合网络营销理论和4Ps理论,针对其存在的网络营销渠道单一、品牌打造意识较弱、产品价格不统一、相关产业链服务差等问题,从渠道拓展与创新、品牌建立与营销、产品价格优化促销、产业链服务升级提出创新改进措施,从而为河南农特产品的网络营销提供理论支持和实践指导。Online marketing is an important component of the marketing strategy for contemporary product enterprises, significantly influencing their competitiveness and sustainable development. As a major agricultural province, Henan boasts abundant resources of specialized agricultural products and has great market potential. In recent years, especially with the gradual refinement of traditional e-commerce and the rise of short video marketing, the online marketing of Henan’s agricultural products has reached a peak period of development. However, it still remains in a stage of exploration and gradual advancement. This paper focuses on Henan’s agricultural products, utilizing a literature review, field investigation, and comparative analysis to examine the current state of online marketing in this sector, in conjunction with online marketing theories and the 4Ps theory. It addresses existing issues such as a lack of diversity in online marketing channels, weak brand awareness, inconsistent product pricing, and subpar services in related industry chains. The paper proposes innovative improvement measures in areas such as channel expansion and innovation, brand establishment and marketing, product price optimization and promotion, and upgrading of industry chain services, thereby providing theoretical support and practical guidance for the online marketing of Henan’s agricultural products.
