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1、實體商店網(wǎng)絡(luò)營銷成功因素淺析李景梁黨娟妮（陜西，寶雞，2011.11）5.1-9,,services,andmakethecitymoreattractive,strengtheningpublictransportinvestment,establishedasthebackboneoftheurbanrailtransitmulti-level,multi-functionalpublictransportsystem,thusprotectingtheregionalpositionandachieve11目錄摘要：3關(guān)鍵字：31.研究的背景和意義32.相關(guān)概念和理論
2、42.1實體商店和網(wǎng)絡(luò)商店42.2網(wǎng)絡(luò)營銷42.3市場營銷4p理論42.4整體產(chǎn)品概念與顧客感知價值理論53.實體商店網(wǎng)絡(luò)營銷的動因分析53.1尋求最大的營銷收入和利潤53.2實體擴張的風險太大53.3實體擴張的本地需求有限63.4實體商店網(wǎng)絡(luò)營銷具有潛在優(yōu)勢64.實體商店網(wǎng)絡(luò)營銷的障礙和成功因素74.1實體商店網(wǎng)絡(luò)營銷的障礙74.2實體商店網(wǎng)絡(luò)營銷的成功因素85.案例分析：寶雞市XXX衛(wèi)浴潔具有限公司的網(wǎng)絡(luò)營銷95.1公司簡介95.2網(wǎng)絡(luò)營銷的時間和起因105.3實體營銷和網(wǎng)絡(luò)營銷現(xiàn)狀105.4目前存在的問題105.5對策106.總結(jié)11參考文獻：115.1-9,,ser
3、vices,andmakethecitymoreattractive,strengtheningpublictransportinvestment,establishedasthebackboneoftheurbanrailtransitmulti-level,multi-functionalpublictransportsystem,thusprotectingtheregionalpositionandachieve11摘要：計算機網(wǎng)絡(luò)技術(shù)的發(fā)展為網(wǎng)絡(luò)營銷提供了條件，為使銷售收入得到進一步的增加，許多實體商店開始進行網(wǎng)絡(luò)營銷。實體商店開展網(wǎng)絡(luò)營銷具有潛在優(yōu)勢，同時也存在
4、一些需要克服的障礙。實體商店開展網(wǎng)絡(luò)營銷應(yīng)發(fā)揮優(yōu)勢克服障礙，結(jié)合自身發(fā)展實際，明確網(wǎng)絡(luò)營銷戰(zhàn)略定位，堅實營銷基礎(chǔ)，做好商品采購和銷售渠道建設(shè)，不斷學習和適應(yīng)網(wǎng)絡(luò)營銷發(fā)展特點，向網(wǎng)絡(luò)營銷進行適度投入，合理定價和劃分實體和網(wǎng)絡(luò)營銷市場，提高服務(wù)能力，增加顧客感知價值，才能在激烈的市場競爭中立于不敗之地。關(guān)鍵字：實體商店；網(wǎng)絡(luò)商店；網(wǎng)絡(luò)營銷；成功因素；整體產(chǎn)品概念；顧客感知價值A(chǔ)bstract：Thedevelopmentofcomputernetworktechnologyprovidesconditionsfornetworkmarketing,tomakesalesreve
5、nuefurtherincreased,manystoresbegantocarryononlinemarketing.Entitativestorescarryoutonlinemarketinghaspotentialadvantagesbuttherearealsosomeobstaclestoovercome.Tocarryoutonlinemarketing,entitativestoresshouldplayadvantagetoovercomeobstacles.Basedontheirdevelopmentactualcondition,theyshould
6、clearlydefinetheironlinemarketingstrategicpositioning,maketheirmarketingbasissolid,doagoodjobofconstructionofpurchaseandsalechannels,constantlylearnandadapttothecharacteristicsofthedevelopmentofonlinemarketing.Andtheyshouldinvestmodestlytoonlinemarketing,reasonablypriceandplotentitativeand
7、onlinemarketing,improvetheirserviceabilitytoincreasecustomers’perceivedvaluesothattostandinintensemarketcompetitioninvincible.Keywords：entitativeshop;onlineshop;onlinemarketing;successfactors;conceptofwholeproduct;customerperceivedvalue5.1-9,,services,andmaket
