云南英茂花卉产业有限公司网络营销策略探析(附问卷调查)

云南英茂花卉产业有限公司网络营销策略探析(附问卷调查)(选题表,开题报告,论文9000字)
摘  要
伴随国内经济形式的日渐改善，国家逐步推进新型城镇化进程。在此背景下，花农精准扶贫问题也日渐显现，花卉产品营销倍受重视，为国内“互联网+花卉产品营销”模式提供了良好的发展契机。随着经济水平的提高，人们的消费理念逐渐升级，对花卉类产品的需求不断增加，所以完善“互联网+花卉产品营销”具有重要的意义。本文以云南英茂花卉产业有限公司为例，结合云南斗南花市的现状以及该公司当前花卉产品的网络营销现状分析，发现在花卉产品在网络营销中存在的问题，为解决好云南英茂花卉产业有限公司花卉产品在互联网背景下的营销问题，对云南英茂花卉有限公司提出有针对性的网络营销策略，同时也对整个斗南花卉市场的互联网营销策略具有借鉴作用。

关键词：花卉产业；市场营销；问题；策略

Analysis on the Network Marketing Strategy of Yunnan Yingmao Flower Industry Co., Ltd.
Abstract
With the improvement of the domestic economic form, the country gradually promoted the new urbanization process. Under this background, the problem of accurate poverty alleviation by flower farmers is also becoming more and more obvious. The marketing of flower products has received much attention, which provides a good development opportunity for the domestic “Internet + flower product marketing” model. With the improvement of the economic level, people's consumption concept has gradually escalated, and the demand for flower products has been increasing. Therefore, it is of great significance to improve the "Internet + flower product marketing". Taking Yunnan Yingmao Flower Industry Co., Ltd. as an example, combined with the status quo of Yunnan Dounan Flower Market and the current network marketing status of the company's current flower products, we found that the problems in the marketing of flower products in network marketing, in order to solve the problem of Yunnan Yingmao flower industry limited The marketing problem of the company's flower products in the context of the Internet has proposed a targeted network marketing strategy for Yunnan Yingmao Flower Co., Ltd., and also has a reference for the Internet marketing strategy of the entire Dounan Flower Market.

Key words: Flower industry; Marketing; Problems; Strategy

目  录
摘  要    I
Abstract    II
目  录    III
绪  论    1
1、研究背景    1
2、研究目的    1
3、研究意义    2
4、国内外研究现状    2
第1章  相关理论概述    3
1.1  互联网营销理论    3
1.2  网络营销的发展    3
第2章  云南英茂花卉产业有限公司营销现状分析    4
2.1  云南英茂花卉产业有限公司简介    4
2.2  云南英茂花卉产业有限公司网络营销现状    4
2.2.1  网络营销管理情况    4
2.2.2  网站建设情况    5
2.2.3  网络推广情况    5
第3章  英茂公司网络营销中存在的问题及分析    6
3.1  公司对网络营销只停留在初步的认识阶段    6
3.2  网页设计单调乏味网站语种搜索引擎单一    6
3.3  网站的营销性较弱    7
3.4  缺乏网络社交营销    8
第4章  英茂花卉公司的网络营销对策建议    9
4.1  员工进行系统性的网络营销培训    9
4.2  完善网站设计    9
4.2.1  制定健全的官方网站    9
4.2.2  提高公司官方网站的运营环境    9
4.3  提高网络定价的合理化和多样化    9
4.3.1  适当降价    10
4.3.2  灵活变价    10
4.3.3  弹性议价    10
4.4  提升网络推广能力    10
4.4.1  入驻专业花卉销售网    10
4.4.2  购买公共黄页    11
4.4.3  充分利用自媒体渠道进行营销    11
结  论    12
参考文献    13
致  谢    14