2010~2011学年第1学期《网络营销》课程期末大型作业（论文）1.行业背景分析.............................................................................................................22.行业竞争情况分析.....................................................................................................42.1综合类网上商城...............................................................................................42.2自主销售式B2C网络服装购物平台分析......................................................52.3C2C平台上的大卖家分析...............................................................................62.4SWOT分析.......................................................................................................63.企业网站现状分析.....................................................................................................73.1企业网站的基本情况.......................................................................................73.2企业网站的四项基本要素...............................................................................9⑴网站结构.....................................................................................................9⑵企业网站的内容.......................................................................................10⑶网站的服务...............................................................................................11⑷网站的功能...............................................................................................123.3企业网站的优化.........................................................................................一三4．网络营销推广的具体方案....................................................................................144.1网络营销战略.................................................................................................144.2网络营销渠道分析及选择.........................................................................一五4.3网络营销方案策划.........................................................................................174.3.1网络营销的第一阶段即春晓计划.......................................................17（1）整合式网络营销方案..........................................................................17（2）病毒营销..............................................................................................21（3）网络广告联盟......................................................................................234.3.2网络营销的第二阶段即品牌巡航..............................................................23（1）博客营销..............................................................................................24（3）百科推广..............................................................................................274.3.3网络营销的第三阶段即效益风暴..............................................................27（1）邮件营销..............................................................................................27（3）搜索引擎营销......................................................................................295．网络营销推广效果评价（考核目标）................................................................346．结束语....................................................................................................................341.行业背景分析虽然中国生产的牛仔布...
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