I 摘要 随着社会的发展，生活节奏的加快，互联网普及程度的提升，更多的消费者倾向 于网络购物，这种购物行为的转变给农资肥料产品市场销售带来新的契机，它可以充 分借助于网络技术，让消费者获得全新的购物体验。过去，农资肥料欧亿·体育（中国）有限公司一直以传统 的营销模式打开市场、维护市场，技术和思维跟不上时代发展要求，既增加了成本、 降低了效率，又导致产能过剩。现阶段，国家正大力号召支持传统产业转型，去产能、 调结构成为经济改革发展的重要引擎。随着互联网技术的开发与推广，互联网经营思 维逐渐渗透到各行各业，把它应用到农资肥料欧亿·体育（中国）有限公司，不仅可以有效地解决农资欧亿·体育（中国）有限公司营 销的瓶颈问题，而且能够大幅节约企业生产成本、提高生产效率以及增加企业经营效 益。但是许多农资肥料企业在网络营销方面存有许多不足，制约了其经营效益的提升， 因此探究农资肥料企业在网络营销方面存在的问题与策略成为必要的选择。 JZDG公司是全国闻名的复合肥和缓控释肥生产厂家，复合肥的产量在全国范围 内排名前列。但是随着市场环境的不断变化，消费者的消费偏好、消费观念等不断调 整，市场竞争日益激烈，各类企业必须对自己生存和发展的环境进行全面审视，制定 出切实可行的营销战略，才能在激烈的竞争中立于不败之地。目前JZDG公司作为国 家高新技术民营企业，受国家改革形势的影响，在传统营销上出现了成本高、效率低、 运转慢等缺陷，在一定程度上影响了企业的效益和发展。 因而，本文以JZDG公司为研究对象，对如何制定适宜的网络营销策略使公司适 应网络时代的发展问题进行了深入探究，共包括六章。第一章介绍了本文研究背景和 意义，并简要叙述了国内外研究现状和文献评述，对本论文的研究思路、内容、方法 进行了简单梳理。第二章阐述了网络营销的相关理论及分析工具，对网络营销的含义、 特征及相关理论进行了描述，对STP、PEST、SWOT、五力分析模型等分析工具进 行了论述。第三章以JZDG公司作为研究对象，深入分析了该公司网络营销内外部环 境，总结了该公司所拥有的优势与劣势、面临的机会与威胁。第四章借助STP营销 战略及市场营销策略组合，制定JZDG公司网络营销策略。第五章从完善网络营销部 门的设置、营销队伍建设、薪酬分配及考核、市场开发、市场维护等方面进行努力， 保障网络营销策略的顺利实施。第六章对论文进行总结，对未来发展进行展望。通过 本文的研究，结合现代企业管理理论和营销理论，提出完善JZDG公司网络营销策略 的建议，以期从理论上指导JZDG公司的网络营销实践，为农资肥料企业制定网络营 销策略提供参考。 关键词：肥料企业；网络营销策略；SWOT分析；互联网思维 山东理工大学硕士学位论文 ABSTRACT II ABSTRACT With the development of society, the quickening of the pace of life, and the promotion of the popularity of the Internet, more consumers tend to shop online. This change in shopping behavior brings new opportunities to the marketing of agricultural fertilizer products, it can make full use of network technology, so that consumers get a brand-new shopping experience. In the past, the agricultural materials and fertilizers industry has been using the traditional marketing mode to open the market and maintain the market, and the technology and thinking can not keep up with the requirements of the Times. At the present stage, the country is vigorously calling for support for the transformation of Traditional Industries, capacity reduction, restructuring has become an important engine of economic reform and development. With the development and popularization of Internet technology, Internet management thinking has gradually penetrated into all walks of life, and its application to the agricultural fertilizer industry can not only effectively solve the bottleneck problem in the marketing of agricultural means of production, moreover, it can greatly save the production cost, improve the production efficiency and increase the operating efficiency of enterprises. But there are many problems in the network marketing of many agricultural fertilizer enterprises, which restrict the promotion of their operating efficiency, so it is necessary to explore the problems and strategies in the network marketing of agricultural fertilizer enterprises. JZDG company is a well-known manufacturer of compound fertilizer and slow-release controlled-release fertilizer in China. However, as the market environment is constantly changing, consumers' consumption preferences and consumption concepts are constantly adjusting, and market competition is becoming increasingly fierce, all kinds of enterprises must make a comprehensive survey of the environment in which they exist and develop, formulate a practical marketing strategy, can be in the fierce competition in an invincible position. At present, as a state-owned high-tech private enterprise, JZDG company, influenced by the State Reform, has some defects in traditional marketing, such as high cost, low efficiency and slow operation, which affects the benefit and development of the enterprise to some extent. Therefore, this paper takes JZDG company as the research object, and makes a deep research on how to make a suitable network marketing strategy to make the company adapt to the development of the network times, which includes six chapters. The first chapter 山东理工大学硕士学位论文 ABSTRACT III introduces the research background and significance of this paper, and briefly describes the research status and Literature Review at home and abroad, the research ideas, content and methods of this paper are briefly combed. The second chapter elaborates the related theories and analysis tools of network marketing, describes the meaning, characteristics and related theories of Network Marketing, and discusses the analysis tools such as STP, PEST, SWOT and five-force analysis model. The third chapter takes JZDG company as the research object, analyzes the internal and external environment of Network Marketing, summarizes the advantages and disadvantages, opportunities and threats faced by the company. The Fourth Chapter Draws Support from the STP marketing strategy and the marketing strategy combination, formulates the JZDG company network marketing strategy. The fifth chapter makes great efforts from the establishment of Network Marketing Department, the construction of marketing team, the distribution and examination of salary, the development of market, the maintenance of market, etc. . The sixth chapter summarizes the thesis and looks forward to the future development. Through the research of this paper, combined with the Modern Enterprise Management Theory and marketing theory, put forward the suggestion of perfecting the network marketing strategy of JZDG company, in order to guide the network marketing practice of JZDG company theoretically, it provides the reference for the agricultural material and fertilizer enterprise to make the network marketing strategy. Key words: Fertilizer Enterprise；Network Marketing Strategy；SWOT Analysis；Internet Thinking 山东理工大学硕士学位论文 目录 IV 目 录 摘 要 ............................. I ABSTRACT ................... Ⅱ 目 录 .......................... Ⅳ 第一章 绪 论 ................ 1 1.1 研究背景及意义 1 1.1.1 研究背景 .. 1 1.1.2 研究意义 .. 2 1.2 国内外研究现状 2 1.2.1 国外研究现状 ......................... 3 1.2.2 国内研究现状 ......................... 5 1.2.3 文献评述 .. 8 1.3 研究内容、思路与方法 ................... 8 1.3.1 研究内容 .. 8 1.3.2 研究思路 .. 9 1.3.3 研究方法 10 第二章 网络营销的相关理论及分析工具 . 12 2.1 网络营销的内涵、特征 ................. 12 2.1.1 网络营销的含义 ................... 12 2.1.2 网络营销特征 ....................... 12 2.2 网络营销的相关理论 ..................... 13 2.2.1 网络关系营销理论 ............... 13 2.2.2 网络软营销理论 ................... 14 2.2.3 网络直复营销理论 ............... 14 2.2.4 4P理论 ... 16 2.3 分析工具概述 .. 16 2.3.1 PEST分析 ............................. 16 2.3.2 五种竞争力量模型 ............... 16 2.3.3 STP分析 17 2.3.4 SWOT分析工具 ................... 17 第三章 JZDG公司网络营销环境分析 ...... 19 3.1 JZDG公司概述 .............................. 19 3.2网络营销的外部环境分析 .............. 19 3.2.1 宏观环境分析 ....................... 19 3.2.2 欧亿·体育（中国）有限公司环境分析 ....................... 22 3.2.3 竞争对手分析 ....................... 24 3.2.4 网络购买调查及分析 ........... 25 3.3网络营销的内部环境分析 .............. 28 3.3.1 经营能力分析 ....................... 28 3.3.2 市场营销能力分析 ............... 2