摘要网络作为21世纪的新媒体，当中蕴含着许多机遇与挑战。其便利、广泛、丰富等特点使其逐渐成为人们日常生活中不可或缺的一部分。网络购物在近年来发展迅猛，便利、经济、快捷等因素使其成为老百姓消费的一个新的趋势。随着网民数量的快速增长，网购市场的容量也不断增大，庞大的销售额也使得各企业不得不对网购市场作出重新审视。本文从多个方面阐述了网络以及网购市场的前景，认为其对中小企业和新兴品牌来说是一个非常大的机遇。因此本文通过对键鼠市场的分析以及森松尼品牌自身的分析，结合网络市场的特征，为森松尼品牌制定了一套网上推广策略。策略内容涵括渠道建立、渠道维护、广告宣传、客户维系等各个方面。通过策略的实施，森松尼能避免与一线品牌的直接冲突，避开对方强大的广告攻势，以较少的投入获得品牌知名度与产品能见度的提高，从而做到出奇制胜。关键词：键鼠，品牌知名度，网络，推广注：本设计（论文）题目来源于自选课题AbstractNetworkasa21stcenturynewmedia,whichcontainsanumberofopportunitiesandchallenges.Itsconvenience,broad,richandsoithasbecomeanindispensablepartofdailylife.Rapidgrowthinrecentyears,onlineshopping,convenience,economy,fastconsumptionofotherfactorsmakingitthepeopleanewtrend.WiththerapidgrowthofInternetusers,onlineshoppingmarket'scapacityisalsoincreasing,makesahugesalesnetworkofenterpriseshavetobuythemarkettore-examine.Thisarticledescribedvariousaspectsofthenetworkandtheonlineshoppingmarketinthefuture,thatitssmallandmediumenterprisesandemergingbrandsisaverybigopportunity.ThisarticleonmousekeymarketanalysisandSunsonnybrandofitsown,combiningthecharacteristicsofthenetworkmarket,asSenSongnibrandhasdevelopedawebpromotionstrategy.Policycontentincludesanoverviewofchannelestablishment,channelmaintenance,advertising,customerretentionandotheraspects.Throughtheimplementationofthestrategy,Sunsonnytoavoiddirectconflictwiththefirst-linebrand,toavoideachotherstrongadvertisingcampaign,withlessinputsandproductswerebrandvisibility,therebytoachievesurprisemove.Keywords:keyboard&mouse,brandawareness,network,promotion目录1绪论.....................................................................11.1研究背景........................................................................................................................................11.2研究目的........................................................................................................................................11.3研究价值........................................................................................................................................12企业外部市场分析.........................................................22.1宏观环境分析........................................................22.1.1国内生产总值...................................................22.1.2社会消费品零售总额.............................................22.1.3居民收入.......................................................32.2行业环境分析........................................................42.2.1国内键鼠行业的前景分析.........................................42.2.2国内键鼠行业的发展趋势分析.....................................52.3竞争对手分析........................................................92.3.1国内键鼠市场主要品牌的市场份额.................................92.4新兴网购市场的潜力与机遇分析.......................................172.4.1网络购物市场的前景分析........................................172.4.2网络购物市场的特征分析........................................
