文摘
英文文摘
东北财经大学研究生学位论文原创性声明及使用授权书
Chapter 1 Introduction
Chapter 2 An Overview of Cyber Marketing
2.1 Connotation of Cyber Marketing
2.1.1 Conception of Cyber Marketing
2.1.2 Influence of Internet on Marketing
2.1.3 Advantages of Cyber Marketing for Marketers
2.2 Development of Cyber Marketing
2.2.1 From 4Ps to 4Cs
2.2.2 Functions of Cyber Marketing
2.2.3 Tools of Cyber Marketing
2.2.4 Frequently-used Methods of Cyber Marketing
Chapter 3 Branding Strategies on the Web
3.1 Introduction to Brands
3.1.1 Concept of Brand
3.1.2 Advantages of Brands
3.2 Brands in Cyber Marketing
3.2.1 Online Brand and Offline Brand
3.2.2 Additional Benefits of Online Brand
3.3 Methods of Creating and Maintaining Online Brand
Chapter 4 Case Studies
4.1 Case Study 1: The Success of American Online
4.1.1 Overview of AOL
4.1.2 Brand Strategy of AOL
4.1.3 Service Enhancement
4.1.4 Competitive advantages of AOL
4.1.5 Challenges to AOL
4.2 Case Study 2: The Failure of Wal-Mart's Cyber Marketing
4.2.1 Overview of Wal-Mart
4.2.2 Cyber Marketing Progress of Wal-Mart
4.2.3 Benefits of Brand Reputation for Wal-Mart's Cyber Marketing
4.2.4 Failure of Wal-Mart Cyber Marketing
Chapter 5 The Problems with Cyber Marketing in China
5.1 Analysis of Customer Behavior
5.2 The current situations of Cyber Marketing in China
5.3 Suggestions for Chinese Companies Running Cyber Marketing
Chapter 6 Conclusion
Appendix
REFERENCES
ACKNOWLEDGEMENT
