摘要：随着信息技术的不断变革，互联网浪潮冲击下形成的新产品、新思维、新模式在不断增加，智能电视、电子商务、自媒体等新产物应势而生，当PC早就智能化，手机和平板也在大规模智能化的情况下，电视这一块屏也也会顺应走向智能化，因而毋庸置疑的是，电视和互联网必然会进入全面融合的时代。52646

本文首先提出了智能电视网络营销的研究背景和意义，详细的阐述了网络营销的概念及相关理论。其次通过SWOT分析方法对微鲸电视开展网络营销进行深入的研究。最后结合网络营销基础理论，针对企业自身的特点，运用所学的市场营销4P理论，分析了适合微鲸电视网络营销的策略。

本文借助了调查研究法、文献研究法、实证研究法和经验总结法等分析方法，对微鲸电视网络营销进行了全面的研究，分析存在的问题与不足，总结同行业的案例，提出优化微鲸电视网络营销的策略，希望为智能电视行业的其他公司提供一定的参考。

毕业论文关键字：智能电视，网络营销，策略 

 The Research on Internet Marketing Strategy of Smart TV Industry in China ——Take WHALEY for Example

Abstract: With the constant development of information technology, new products, innovative thinking and new model are increasing with the shock of internets. New products that Smart TV e-commerce, ‘we media’ and so on are caused by the situation. When the PC goes early intelligent, also in the case of a large-scale intelligent mobile phone and tablet, TV screen will also conform to become smarter. It is no doubt that television and the Internet are bound to be in an era of comprehensive fusion.

At first, this paper puts forward the research background and significance of network marketing strategy on Smart TV. It expounds the concept of network marketing and the related theory in detail. In addition, the paper carries out further research on network marketing strategy of WHALEY by using the SWOT. Finally, by combining with the theory of E-Marketing strategy, aiming at the characteristics of enterprise and using the marketing 4P theory, it puts forward the strategy of network marketing for WHALEY Technology Company.

This paper use survey method, literature search method, empirical analysis and experiential summary method to research the E-Marketing strategy for WHALEY Technology Company comprehensively. It points out the problems and shortcomings, combined with the case of the same industry, and put forward the strategy of network marketing for WHALEY Technology Company. Hope to provide some reference for other companies in the smart TV industry.

Keywords: smart tv, network marketing, strategy

 目  录

绪论 4

研究的背景 4

研究的意义 4

一、网络营销的概述及相关理论 5

（一）网络营销的概述 5

（二）网络营销的产生 5

（三）网络营销的相关理论 6

1、直复营销理论 6

2、软营销理论 7

3、网络整合营销 7

二、微鲸电视网络营销现状分析及问题 7

（一）微鲸电视概述 7

（二）微鲸电视网络营销SWOT分析 8

1、优势分析 8

2、劣势分析