摘要
目前网络搜集信息受到人们的欢迎,基于此基础可以在网络平台上
找到供应商,并且进行交易。网络营销覆盖面比较大,是最为直接有效
的营销方法,其具备了较高的经济价值,因而该营销技术的发展越来越
成熟,己经涉及到多个行业。工业产品和民用消费品对比而言,营销方
式有所不同,而网络营销日渐兴盛的时代背景中,和民用消费品企业比
较来看,工业产品企业在网络营销方面的发展还有较大的提升空间,同
时投入还有所欠缺。由于人们的消费习惯出现了改变,如果不重视网络
营销,那么对于企业的发展而言是极为不利的。工业防腐产品企业怎样
通过网络营销来提髙企业的销售量,提高企业的经济效益,并为用户提
供更为全面的服务,是相关行业研究人员最为重视的一大问题,而且其
对实际经济发展有积极促进作用

笔者将桥梁缆索用防腐缠包带工业产品为例,分析了产品特点及其
在市场中的处境,并相应给出了其在互联网时代下的营销策略。提出基
于互联网技术的发展,应该通过线上、线下相结合的营销方法,可通过
网络营销平台,优化产品网站以及搜索引擎等方式加强和客户之间的联
系,以便提高营销效率和质量,为企业带来更高的经济利益,该研宄对
工业防腐产品的互联网营销策略的制定有一定的借鉴作用

关键词:工业产品,网络营销,工业防腐产品
I
ABSTRACT
RESEARCH ON INTERNET MARKETING STRATEGY
INDUSTRIAL ANTI-CORROSION PRODUCTS
ABSTRACT
Nowadays, more and more people rely on the network for data
collection, searching suppliers and even payments for orders. As a broader,
more direct, effective and economic marketing mode, network marketing has
become a development trend. Because of its own features, industrial
anti-corrosion products has differ civil products in marketing strategy. In the
era when network marketing gets popular, compared to the enterprises of
civil products, the enterprises of industrial products pay less attention to
marketing especially network marketing, with little investment. However,
with the changes of consumers’ purchase procedure and habits, neglecting
the marketing activities in networks may lead the enterprises lose
competitiveness in the industry. It is one of the questions concerned by most
of management people that how the enterprises with industrial anti-corrosion
products utilize network platforms to develop online and offline marketing
activities. This question is of important theoretical value and practical
significance.
Taking anti-corrosion wrapped industrial products for the bridges and
in
北京化工大学专业硕士学位论文
hawsers as an example, this thesis analyzed its features and conditions in
market, and then put forward to corresponding marketing strategy in the era
of network. It pointed out that, with the development of internet information
technology. It is necessary to adopt the marketing strategy combined with
online and offline. That will mean to comprehensively utilize a series of
measures like network sales platforms, network optimization design,
optimization of searching engines and online technique communications to
enhance the customer relations, thus realizing the optimized integrated
marketing, and achieving a win-win condition for enterprises and customers.
This provides certain reference for formulating the network marketing
strategy of industrial anti-corrosion products.
KEY WORDS: industrial products, network marketing, industrial
anti-corrosion products
IV
目录
第1章绪论1
1.1选题背景与研究意义1.1.1选题背景1
1.1.2研究意义3
1.2国内外研宄情况1.2.1国外研究情况1.2.2国内研究情况1.3研宄方法和研究技术路线1.3.1研宄方法11
1.3.2技术路线11
第2章理论综述2.1工业防腐产品的含义2.2工业防腐产品市场需求的特点2.3互联网营销的主要方式2.4互联网营销的优势第3章工业防腐产品互联网营销的现状及问题分析
21
3.1工业防腐产品营销的特点和方式
21
3.1.1工业防腐产品营销的特点
21
3.1.2工业防腐产品营销所采取的主要方式
22
3.2工业防腐产品营销出现的问题和困难
22
3.3.工业防腐产品运用互联网营销策略的现状分析
24
3.4工业防腐产品与民用消费品互联网营销策略问题区别分析
27
3.5工业防腐产品运用互联网营销策略的优势分析
29
3.6工业防腐产品互联网营销策略
32
3.6.1明确营销主体
32
3.6.2传统营销网络提供基础
32
v
北京化工大学专业硕士学位论文
3.6.3互联网营销组合
32
第4章案例研究
33
4.1桥梁缆索用防腐缠包带工业产品简介
33
4.2桥梁缆索用防腐缠包带网络营销策略建议
35
4.2.1营销网站优化策略
36
4.2.2创造良好的品牌网络购物平台
37
4.2.3吸引潜在网络客户网购的建议
&39;
38
4.2.4网络研讨会与在线培训
39
4.2.5搜索引擎优化策略
40
4.2.6电子邮件营销策略
41
4.2.7工业品电商平台策略
41
4.3桥梁缆索用防腐缠包带营销实例
42
4.3.1梁缆索缠包带的发展历程
42
4.3.2经营主体确立
44
4.3.3营销策略建立
45
第5章结论
47
参考文献49
雜51
作者和导师简介
52
VI Contents
Contents
Chapter 1 Introduction1.1 Background and significance of the research1.1.1 Background of the research1.1.2 Significance of the research1.2 Domestic and foreign research situation1.2.1 Study abroad 5
1.2.2 Domestic research situation1.3 Research methods and Technical Route1.3.1 Research methods1.3.2 Technical RouteChapter 2 Theoretical review2.1 The meaning of industrial anti-corrosion products2.2 Characteristics of industrial anti-corrosion products market demand2.3 The main way of Internet marketing2.4 Internet marketing advantageChapter 3 Analyzes the current situation and problems of internet
marketing of industrial anti-corrosion products
21
3.1 Characteristics and methods of industrial anti-corrosion product marketing
21
3.1.1 Characteristics of industrial anti-corrosion product marketing
21
3.1.2 The main way of industrial anti-corrosion product marketing
22
3.2 Problems and difficulties in the marketing of industrial anti-corrosion products
22
3.3 Analysis on the status quo of Internet marketing strategy of industrial anti-corrosion
products 24
3.4 Analysis on the difference of internet marketing strategy between industrial
anti-corrosion products and consumer goods
27
3.5 Analysis of the advantages of internet marketing strategies for industrial anti-corrosion
products 29
VII
北京化工大学专业硕士学位论文
3.6 Industrial anti-corrosion products internet marketing strategy
32
3.6.1 Clear business entities
32
3.6.2 Based on traditional marketing network
32
3.6.3 Internet marketing combination
32
Chapter 4 Case study
33
4.1 Introduction of industrial anti-corrosion products for anti-corrosion of bridge cables..33
4.2 The network marketing strategy of anti-corrosion wrapped belt for bridge cable
35
4.2.1 The optimization strategy for the web site
36
4.2.2 To create a good brand online shopping platform
37
4.2.3 To attract potential customers online shopping advice
38
4.2.4 Webinar and online training
39
4.2.5 Search engine optimization strategy
40
4.2.6 Email marketing strategy
41
4.2.7 Industrial products e-commerce platform marketing strategy
41
4.3 An example of anti-corrosion wrapped belt for bridge cable
42
4.3.1 The development of anti-corrosion wrapped belt for bridge cable
42
4.3.2 Business entities establishment
44
4.3.3 Marketing strategy establishment
45
Chapter 5 Conclusion
47
References 49
Ack
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