目錄


1.摘要 3
2.網(wǎng)絡(luò)營(yíng)銷環(huán)境分析 5
2.1成都培訓(xùn)市場(chǎng)機(jī)構(gòu)現(xiàn)狀 5
2.2培訓(xùn)機(jī)構(gòu)營(yíng)銷現(xiàn)狀分析 6
3．必要性分析 9
3.1消費(fèi)者分析 9
3.1.1消費(fèi)者定位 9
3.1.2消費(fèi)者網(wǎng)絡(luò)行為分析 10
3.2網(wǎng)絡(luò)營(yíng)銷必要性分析 10
4.網(wǎng)絡(luò)營(yíng)銷具體策略 13
4.1 6c營(yíng)銷策略 13
4.1.1顧客策略（customer strategy） 13
4.1.2成本價(jià)值策略（cost strategy） 13
4.1.3溝通策略（communication strategy） 14
4.1.4方便性策略（convenience strategy） 15
4.1.5信用策略（credit strategy） 15
4.1.6創(chuàng)新策略（creation strategy） 15
4.2 點(diǎn)對(duì)點(diǎn)營(yíng)銷策略 16
4.2.1點(diǎn)對(duì)點(diǎn)策略的背景 16
4.2.2結(jié)果導(dǎo)向 消除阻力 16
4.3 網(wǎng)絡(luò)營(yíng)銷具體方式 16
5．結(jié)論與展望 17
5.1研究結(jié)論 17
5.2創(chuàng)新點(diǎn) 18
5.3研究的不足之處 18
5.4致謝 18
5.5參考文獻(xiàn) 18



1.摘要
成都培訓(xùn)市場(chǎng)自1995年興起之后，迅速發(fā)展，成為除北京、上海、廣州之外的培訓(xùn)第四城。而線下營(yíng)銷的方式已大致成熟，如何針對(duì)消費(fèi)者進(jìn)行行之有效的網(wǎng)絡(luò)營(yíng)銷就成為了各大培訓(xùn)機(jī)構(gòu)爭(zhēng)相占領(lǐng)的高地。在這種背景下，探討針對(duì)成都培訓(xùn)市場(chǎng)的網(wǎng)絡(luò)營(yíng)銷策略，對(duì)成都培訓(xùn)機(jī)構(gòu)的發(fā)展，具有重要的意義。
本文以成都培訓(xùn)機(jī)構(gòu)為研究對(duì)象，針對(duì)培訓(xùn)市場(chǎng)和網(wǎng)絡(luò)營(yíng)銷的特點(diǎn)，運(yùn)用電子商務(wù)、網(wǎng)絡(luò)營(yíng)銷等學(xué)科的知識(shí)，對(duì)網(wǎng)絡(luò)營(yíng)銷的策略進(jìn)行探討。思路是：首先對(duì)現(xiàn)有成都培訓(xùn)機(jī)構(gòu)網(wǎng)絡(luò)營(yíng)銷環(huán)境的分析，剖析行業(yè)機(jī)會(huì)；接下來對(duì)其現(xiàn)有的網(wǎng)絡(luò)營(yíng)銷的進(jìn)行分析，了解并清楚認(rèn)識(shí)已有的網(wǎng)絡(luò)營(yíng)銷策略及其效果；最后對(duì)消費(fèi)者進(jìn)行具體分析，運(yùn)用6c營(yíng)銷實(shí)施具體的營(yíng)銷策略，并分析相應(yīng)的效果。
目前，電子商務(wù)發(fā)展迅速，各行業(yè)企業(yè)都緊鑼密鼓抓住機(jī)會(huì)，希望通過獨(dú)特的電子商務(wù)戰(zhàn)略，在本行業(yè)中異軍突起。本文通過對(duì)成都市場(chǎng)的網(wǎng)絡(luò)營(yíng)銷策略分析，提出“點(diǎn)對(duì)點(diǎn)”、“6c”的具體營(yíng)銷策略，將對(duì)成都培訓(xùn)機(jī)構(gòu)及其他地方的培訓(xùn)機(jī)構(gòu)在實(shí)施網(wǎng)絡(luò)營(yíng)銷時(shí)提供借鑒意義。
關(guān)鍵字： 6c營(yíng)銷策略、點(diǎn)對(duì)點(diǎn)營(yíng)銷策略


Abstract
Since 1995, the training market in Chengdu has developed very fast,。In addition to Beijing, Shanghai, Guangzhou City, Chengdu rank four in the training market. The live marketing is mature enough after so many years, persuing an effective way of the network marketing become a major task for us.
In this text, I study the strategies of network marketing of the training market in Chengdu. The idea is: First, the analysis of marketing environment, the network of existing training institutions and the industry opportunities in Chengdu; then, the analysis of the existing network of marketing and weaknesses, and its effects; Finally, specific analysis of consumers, the use of 6c to implement specific marketing strategies of marketing and analyze the corresponding results.
Based on the analysis of the network marketing strategy in Chengdu, I put forward the "point to point "and "6c" marketing strategies. It makes some difference both in Chengdu and other places in the training market.

Keywords: 6c marketing strategy, point to point strategy