Guiding case: Taobao.
Section 1 Connotation and Characteristics of Network Marketing
First, the connotation of network marketing
Second, the emergence and development of network marketing
Third, the characteristics of network marketing
Fourth, the basic functions of network marketing
Five, the basis of network marketing
Section 2 Network Market
First, the connotation and development of the network market
Second, the function of the network market.
Third, the subject and object of the network market.
Fourthly, the trading mode and process of online market.
Summary of this chapter
Review thinking questions
The second chapter is the research on network marketing environment and network market.
Guiding case: "It's cool at the touch of a button" online survey.
Section 1 Network Marketing Environment
First, the macro marketing environment
Second, the micro-marketing environment
Section 2 Research on Network Market
First, the connotation of online market research
Second, the content of online market research
Third, the steps of online market research
Fourthly, the strategy of network market research.
Five, the method of network market survey
Summary of this chapter
Review thinking questions
Chapter III Network Market Segmentation
Guiding case: Chery QQ "Young People's First Car"
Section 1 Analysis of Online Consumer Behavior
First, the connotation of online consumers
Second, the types of online consumers.
Third, the demand characteristics of online consumers.
Fourth, the purchase motivation of online consumers.
Fifth, the purchase decision-making behavior of online consumers.
Section II Network Market Segmentation Planning
First, the connotation of network market segmentation
Second, the elements of network market segmentation
Third, the process of network market segmentation.
Section 3 Network Target Market
First, the connotation of the network target market
Second, the choice of network target market
Third, the positioning of the network target market
Summary of this chapter
Review thinking questions
Chapter IV Network Marketing Strategy
Guiding case: Dell
Section 1 Overview of Network Marketing Strategy
First, the connotation and significance of internet marketing strategy
Second, the goal of internet marketing strategy
Third, the types of network marketing strategies
Fourthly, the development stage of network marketing strategy.
……
Chapter V Network Marketing Strategy
Chapter VI Internet Marketing Tools and Methods
Chapter VII Website Construction
Chapter VIII Network Marketing Planning
Chapter 9 Network Marketing Plan