| It's popular for web to be not user-friendly. Based on websites marketing and subject to individualized demand and services, the thesis studies on user patterns, requirements changes, etc, and clarifies that when processing the web marketing, enterprises have to demonstrate the stress of humanistic thought, and make users demands and patterns the basement. The thesis also does research on how to build an effective marketing website and operating organization, by which the marketing aim will be reached.The thesis is composed of four parts. The first part analyzes online marketing and individualized marketing. The second part is about online purchasers'consumption needs, behavior and the present statement of China enterprises online marketing. In the third part, the the thesis states about the key factors of how to build an enterprises online marketing website successfully, including the details of site target, design, organize and testing. The final part related to the main content of operating strategy, site management, individualized services and marketing strategy. |
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