項目一 認知網(wǎng)絡(luò)營銷........................................... 1 項目簡介......................................................................1 項目目標......................................................................1 引導(dǎo)案例......................................................................1 任務(wù)一　網(wǎng)絡(luò)營銷基礎(chǔ)認知.............................................2 任務(wù)二　網(wǎng)絡(luò)營銷理論認知...........................................　10 任務(wù)三　網(wǎng)絡(luò)營銷的崗位認知.......................................　19 項目小結(jié)....................................................................26 思考與練習(xí).................................................................26 項目二　網(wǎng)絡(luò)營銷環(huán)境分析....................................27 項目簡介....................................................................　27 項目目標....................................................................　27 引導(dǎo)案例....................................................................　27 任務(wù)一　網(wǎng)絡(luò)營銷環(huán)境分析概述....................................　28 任務(wù)二　網(wǎng)絡(luò)營銷宏觀環(huán)境分析....................................　30 任務(wù)三　網(wǎng)絡(luò)營銷微觀環(huán)境分析....................................　46 任務(wù)四　制約我國網(wǎng)絡(luò)營銷發(fā)展的因素...........................　52 項目小結(jié)....................................................................59 思考與練習(xí).................................................................59 項目三　網(wǎng)絡(luò)市場和網(wǎng)絡(luò)消費者分析......................　60 項目簡介....................................................................60 項目目標....................................................................60 引導(dǎo)案例....................................................................60 任務(wù)一　認知網(wǎng)絡(luò)市場.................................................　61 01 02 03 任務(wù)二　我國網(wǎng)絡(luò)市場的現(xiàn)狀分析.................................　65 任務(wù)三　網(wǎng)絡(luò)消費者分析..............................................　76 項目小結(jié)....................................................................84 思考與練習(xí).................................................................85 項目四　網(wǎng)絡(luò)市場調(diào)研.........................................　86 項目簡介....................................................................86 項目目標....................................................................86 引導(dǎo)案例....................................................................86 任務(wù)一　網(wǎng)絡(luò)市場調(diào)研認知...........................................　87 任務(wù)二　網(wǎng)絡(luò)市場調(diào)研的方法與步驟..............................91 任務(wù)三　網(wǎng)絡(luò)調(diào)查問卷的設(shè)計.......................................　95 任務(wù)四　網(wǎng)絡(luò)市場調(diào)查報告的撰寫...............................　100 項目小結(jié)..................................................................　109 思考與練習(xí)...............................................................　109 項目五　網(wǎng)絡(luò)營銷4P策略....................................111 項目簡介..................................................................　111 項目目標..................................................................　111 引導(dǎo)案例..................................................................　111 任務(wù)一　產(chǎn)品的打造與優(yōu)化.........................................　113 任務(wù)二　價格的制定與調(diào)整.........................................　115 任務(wù)三　網(wǎng)絡(luò)營銷渠道策略.........................................　118 任務(wù)四　網(wǎng)絡(luò)營銷促銷策略.........................................　122 項目小結(jié)..................................................................　126 思考與練習(xí)...............................................................　126 04 05 項目六　網(wǎng)絡(luò)營銷網(wǎng)站策略..................................128 項目簡介..................................................................　128 項目目標..................................................................　128 引導(dǎo)案例..................................................................　128 任務(wù)一　企業(yè)網(wǎng)站規(guī)劃...............................................　129 任務(wù)二　網(wǎng)頁設(shè)計策略...............................................　135 任務(wù)三　域名策略.....................................................　141 任務(wù)四　非自有網(wǎng)站的網(wǎng)絡(luò)營銷策略............................　146 項目小結(jié)..................................................................　151 思考與練習(xí)...............................................................　151 項目七　常見的網(wǎng)絡(luò)推廣方法...............................153 項目簡介..................................................................　153 學(xué)習(xí)目標..................................................................　153 引導(dǎo)案例..................................................................　153 任務(wù)一　認知網(wǎng)絡(luò)推廣...............................................　155 任務(wù)二　常用的幾種網(wǎng)絡(luò)推廣方法...............................　159 任務(wù)三　網(wǎng)絡(luò)推廣效果評估.........................................　172 項目小結(jié)..................................................................　178 思考與練習(xí)...............................................................　178 項目八　網(wǎng)絡(luò)營銷方案策劃.................................　180 項目簡介..................................................................180 項目目標..................................................................180 引導(dǎo)案例..................................................................180 06 07 08 任務(wù)一　認知網(wǎng)絡(luò)營銷策劃.........................................　182 任務(wù)二　撰寫網(wǎng)絡(luò)營銷策劃方案..................................　187 任務(wù)三　網(wǎng)絡(luò)營銷策劃方案展示..................................　190 項目小結(jié)..................................................................　211 思考與練習(xí)...............................................................　211 參考文獻............................................................................