- 上一篇：国外海淘网站在中国的网络推广策略研究
- 下一篇：临港大学城建设对其周边商品住宅价格影响的研究
摘要新的互联网媒体促进了互联网企业这种新经济的代表的诞生和发展，同时也激发了传统企业的营销潜力。当今许多公司都在使用互联网作为一种新的营销和销售渠道，以便于信息交流，也让品牌的竞争上线。互联网品牌极大地影响了消费者的购买趋势。因此，关注互联网企业的发展程度，打造品牌深化既是机遇又是挑战。如果企业能够抓住新的竞争优势，其品牌就能迅速占领制高点。而在互联网企业的发展过程中地面推广将起到举足轻重的作用。本课题采用理论结合实践的方法，通过查阅相关资料和书籍的方式对相关内容进行整理分析。利用大学学习的系统知识，了解互联网的业务开发以及地面推广道路的当前状态，从而总结出一套适合互联网企业发展地面推广方案。47150
【毕业论文关键词】互联网；地面推广；策略
Abstract
New Internet medium not only lead to the birth and development Internet companies, the representative of new economy, but also stimulate the marketing potential of traditional enterprises. Recently, a vast number of companies are applying Internet as a new way of marketing and sales channel for the purpose of information exchange and making the competition of brands online. Internet brands have exceedingly influenced consumers’ buying trend. Therefore, paying attention to the development of Internet companies and deepening brands is both an opportunity and a challenge. If a company is able to take advantage of new competitive advantages, its brands would occupy the commanding height quickly, and during the process ground promotion plays a crucial role in the development of a company. This project aims to analyze the strategies of ground promotion in the development of Internet companies through reading relevant materials and books with the method of liking theory with practice. With the systematic knowledge learnt in university, this paper attempts to understand Internet business development as well as the current state of ground promotion so as to sum up a set of ground promotion strategies fit for the development of Internet companies.
Key words: Internet, ground promotion, strategy
目录
一、绪论 3
（一）研究背景 3
（二）研究综述 3
（三）研究方法 4
1、研究问题 4
2、执行方法 4
（四）论文结构 5
二、地面推广的特点 5
（一）地面推广的概念 5
（二）地面推广的描述 6
三、地面推广的典型案例分析 7
（一）网上订餐平台“饿了么”通过地面推广快速占领市场。 7
1、竞争对手和市场形势——地面推广的助力器 7
2、人才储备——地面推广的发动机 8
3、可重复利用的流程——地面推广的生产线 8
（二）校园O2O企业“俺来也”通过地面推广迅速成为国内最大的校园电商平台 9
1、企业高校后勤资源丰富——俺来也地面推广的敲门砖 9
2、目标用户明确——俺来也地面推广的指向标 10
3、人力成本低——俺来也地面推广的后勤保障