论文总字数：21834字
摘 要
在21世纪人类发展的今天，随着科学技术的快速发展以及人们的消费方式的改变，引起产品和目标市场的不断更新和替换，企业与企业之间的竞争也显得日益激烈。如果一个企业要想成功地寻找市场，占据市场，扩展市场，宣传和推广自己的产品，突出产品的竞争优势。那么企业选择正确的市场营销策略才是企业成功的关键所在。
如今在国家“互联网 ”、“万众创新”的大背景下，互联网已经在经济转型当中扮演了重要的角色。根据《中国互联网行业市场前瞻与投资战略规划分析报告》显示，多年以来我国互联网用户数量不断增加，截至2015年已经达到6.8亿人，数量相当庞大，互联网市场前景广阔。
互联网的普及为企业带来了无限的发展机会，在流量、消费、社交等各方面数据的综合引导下，互联网的开发潜力之巨大。同时也会出现许多相似的互联网新产品，在上线不久往往就会有很多的竞争者，加上互联网产品除了需要技术支持之外，还需要产品自身具有独特的魅力，接下来就是产品在市场和运营方面的作用就显得非常重要，可以说决定着产品的市场前途和命运。现在人们的社会活动和生活方式都深深地受到来自互联网的影响，互联网领域构筑了新生的一系列产业体系，并通过互联网技术和各种营销模式创新不断渗透到各个领域，直至影响到实体经济领域，同时也为传统产业变革带来巨大的挑战和机遇。伴随实体企业的变革与数字经济浪潮交汇融合，云计算、物联网、大数据等信息技术与制造技术、知识的集成创新不断加剧，为实体企业发展保驾护航的互联网平台也应运而生。
北京字节跳动科技有限公司是一家新生的互联网企业，建立于2012年，它是最早将人工智能和大数据应用于移动互联网场景的科技企业之一。其独立研发的“今日头条”新闻客户端，通过海量信息采集、深度数据挖掘和用户行为分析，为用户智能推荐个性化信息，从而开创了一种全新的新闻阅读模式，赢得了较多的目标市场受众人群。从成立到发展至今，旗下产品主要有今日头条，抖音，西瓜视频，火山小视频等，依靠四大平台的巨大流量信息和软件用户，覆盖全国约8亿用户，日活跃量约3.5亿，逐渐步入商业化产品推广，为中小型企业提供线上推广平台，随着“Dou 计划” “鲁班电商平台” “飞鱼CRM”等后台的推出，也顺应了在快速发展的互联网时代如何更好去服务中小型企业的发展趋势。本文主要探讨字节跳动公司在互联网行业中的营销策略和存在的一些问题，针对这些问题提供一些合理的建议与措施，促使其在互联网行业更快更好发展。
关键词：互联网 ； 互联网企业； 营销策略； 字节跳动； 网络平台
Research on the Marketing Strategy of the Byte Bounce Company in Internet Industry
Summary
With the rapid development of information science and technology and the huge changes in consumption patterns, the modern market has become more complicated and the market competition is extremely fierce. In order for any enterprise to successfully enter, occupy, consolidate and expand the market, it is particularly important to adopt the correct marketing strategy.
Nowadays, "Internet " and "innovation" have become the keywords of the times, which shows that the Internet has played an important role in the economic transformation. The number of Internet users in China has continued to increase over the years, reaching 680 million by 2015, according to the China Internet Industry Market Outlook and Investment Strategic Planning Analysis Report.
The popularity of the Internet has brought unlimited opportunities for companies to develop. Under the guidance of data such as traffic, consumption, and social networking, the value of the Internet is still to be developed. However, the imitation of Internet products is very serious. When new products are launched soon, there are often many competitors. In addition, technology is increasingly not a barrier to Internet products. Therefore, apart from the excellent products themselves, the role of the market and operations is very important. It can be said that it determines the future and fate of the product. In particular, the development of ICT represented by the Internet has greatly changed people's way of life, built new industrial systems, and continuously penetrated into the real economy through technology and model innovation, bringing great opportunities for the transformation of traditional industries. With the transformation of manufacturing and the convergence of the digital economy, the integration of information technology, manufacturing technology and knowledge, such as cloud computing, the Internet of Things, and big data, has intensified. The Internet platform has emerged.
Founded in 2012, Beijing Character Jump Technology Co., Ltd. is one of the first technology companies to apply artificial intelligence to mobile Internet scenes. Its independently developed "Today's Headline" client has created a completely new news reading mode by intelligently recommending personalized information for users through massive information collection, in-depth data mining, and user behavior analysis. Since its development, its products have mainly made headlines today, shaking sounds, watermelon videos, volcanic videos, etc., relying on the huge flow information and software users of the four major platforms, covering about 800 million users nationwide, and the daily activity of about 350 million, gradually entering the commercial product promotion. It provides an online promotion platform for small and medium-sized enterprises. With the launch of the "You Plan", "Luban E-Business Platform" and "Flying Fish CRM" and other backstage platforms, it also conforms to the development trend of small and medium-sized enterprises in the rapidly developing Internet era. This article mainly discusses the marketing strategies and existing problems of byte beating companies in the Internet industry, and provides some reasonable suggestions and measures for these problems, so as to promote their faster and better development in the Internet industry.
Key words: Internet Internet； enterprise； marketing strategy； byte beat； network platform
目 录
第一章 绪论 1
1.1研究背景及意义 1
1.11研究背景 1
1.12研究意义 2
1.2国内外研究进展 2
1.21国内研究进展 2
1.22国外研究进展 3
1.3研究内容及方法 3
1.31研究内容 3
1.32研究方法 4
1.4预期成果 4
第二章 营销策略的概念；要点及方式 4
2.1营销策略的概念 4
2.2营销策略的要点 5
2.21市场环境分析 5
2.22消费心理分析 5
2.23产品优势分析 5
2.3营销方式 5
2.31网络营销 5
2.32连锁营销 6
2.33广告营销 6
2.34电子商务营销 6
第三章 字节跳动公司概况；营销策略特点及存在问题 7
3.1字节跳动公司概况 7
3.11字节跳动公司发展历程 7
3.12字节跳动公司经营理念与宗旨 7
3.13字节跳动公司旗下产品简介 8
3.2字节跳动公司 SMB商业化营销策略特点 8
3.3维护SMB企业营销方法 9
3.4字节跳动公司营销策略的存在问题 9
3.41平台规范不合理；缺少应急机制 9
3.42内部监督体系不全面 9
3.43与竞争对手存在恶性竞争 9
3.44企业文化竞争力薄弱 10
第四章 字节跳动公司存在问题原因分析及解决对策 10
4.1原因分析 10
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