摘 要随着国内无线终端的营销日益成熟，网络营销逐渐得到企业的重视，特别是通过电商平台等方式进行的网络推广更是使公司企业获得了大量的异地地区强力的消费潜力客户，越来越多的商家尝到了甜头，网络营销逐渐在公司企业中独立出来做为一种全新营销方式，并且是企业未来营销发展的一个必然趋势和方向本文主要以鹏城珠宝公司为研究对象，提取其电商平台数据、阅读参考文献和参考网络营销成功的企业案例等方式，结合鹏城珠宝公司网络营销运营结果的现状，发现其存在对网络营销认识不到位、对电商平台数据和架构运用不到位和不充分，且根据大数据消费者反馈不及时跟进处理问题等。为使鹏城珠宝公司的网络营销能有更好的发展和奠定良好基础，针对其存在的问题提出了优化方案，方案主要包括重视网络营销，组建管理团队，规划网络销售的产品和方向，最后是珠宝行业的营销体系与执行细节。 关键词：网络电商运营 网络营销功能 营销体系AbstractWith the growing maturity of domestic wireless terminal marketing, network marketing has gradually received the attention of enterprises. Especially through the business platform and other means of network promotion, the company has gained a large number of customers with strong consumption potential in different areas. More and more businesses have tasted the sweetness. Network marketing has gradually become independent in the company as a brand-new marketing mode. And it is an inevitable trend and direction of the future marketing development of enterprises.This paper takes Pengcheng Jewelry Company as the research object, extracts its e-commerce platform data, reads references and refers to successful enterprise cases of e-marketing, and combines the current situation of Pengcheng Jewelry Company's e-marketing operation results, finds that its existence is not in place of understanding of e-marketing, inadequate application of e e e e e e e e-commerce platform data and framework, and according to large data consumers. Feedback is not timely ...
