ABSTRACT

Nowadays, it is the age of information. The development and application of network technology has changed the way in which people rejoice and allocate. Enterprises also use network technology to change the management. Internet marketing is a new thing which appears to adapt to the development of network technology and the revolution of network society and has become marketing strategies that many enterprises choose to use. The most obvious feature of the Internet marketing is to make small enterprises become big and big enterprises become small. Regardless of the size of the enterprise, it can make their products cover the biggest market due to the low cost of Internet marketing. And because of the popularity of the network, the change of enterprise can't escape from the eyes of consumers. Although there are many uncertain factors in the network, the Internet marketing is considered to be the most promising tendency in the future network economy by business and academia. For enterprises, Internet marketing is so economical and effective way of marketing that the enterprise cannot resist. The Internet marketing has become a very important part of enterprise marketing strategy. For some small and medium enterprises, it even has become the main marketing mode.
In this thesis, we aim to analyze the status and the tendency of the E-marketing, and take the T-Mall “Double Eleven” Online Shopping Event for example. By the analysis, we will have a better understanding of the E-marketing and we will be able to take actions to solve the problem existing in the market in order to benefit the further development of the E-marketing. In China, it is extremely important to make some innovation of the E-marketing. Finally, it is urgent to research on such subject in order to find a better way to improve it.

Key Words: Internet Marketing    T-Mall “Double Eleven”    Marketing Strategy     Suggestions

摘要

21世纪是个信息化的时代，网络技术的发展以及应用改变了人们欣喜接受和分配方式。企业也利用网络新技术来改变经营方式。网络营销正是适应网络技术发展和网络时代社会变革的新生事物，已经变成众多企业的营销策略。网络营销最大的特点“小企业变大，大企业变小”，由于网络营销的低成本，无论大小企业都能让自己的产品最大幅度的覆盖市场。又由于当今网络的普及性，再大的企业的点滴变化都难以逃过消费者的眼睛。虽然网络中有许多不确定因素，但是企业界与学术界都承认网络营销将会是未来网络经济中最有潜力的、最有广泛适用性的发展方向。对于企业而言，网络营销是企业营销中无法抗拒的一种既经济且见效快的营销方式。网络营销已经成为企业营销战略非常重要的组成部分，对于一些中小型企业甚至已经成为了主要的营销模式。
这篇文章的目的在于以天猫双十一为例分析网络营销的现状与趋势。通过此次分析，我们对网络营销可以有更深入的了解并且发现网络营销存在的问题，以及采取措施解决问题使网络营销能够更好地发展。在我国，创新的网络营销方式是非常重要的。因此这篇文章对于推动网络营销的发展是非常重要的。

关键词：网络营销  天猫“双十一”  营销战略  建议