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全国2020年10月自考网络营销与策划00908真题
一、单项选择题:本大题共20小题，每小题1分，共20分。在每小题列出的备选项中只有一项是最符合题目要求的，请将其选出。
I, a single option: This subject has a total of 20 sub-topics, one for each sub-topic, and a total of 20 for each sub-topic. Only one of the options listed for each sub-topic is the most suitable for the title. Please select one.
1.下列属于网络营销与传统营销相同之处的是
1. The following are among the similarities between web marketing and traditional marketing:
A.营销对象
A. Marketing targets
B.营销媒体
B. Marketing media
C.营销目标
C. Marketing objectives
D.竞争机制
Competition mechanisms
2.下列关于企业开展网络营销的意义描述不正确的是
2. The following is an incorrect description of the significance of the enterprise's network marketing.
A.推动企业管理创新
A. Promoting innovation in business management
B.帮助企业增加管理层级
B. Helping enterprises to increase management levels
C.帮助企业开发网上市场
C. Helping enterprises to develop online markets
D.促进企业创新经营模式与手段
D. Promoting innovative business models and tools for enterprises
3.以信息单向传递为主要特点的Web发展阶段是
3. The Web development phase, which is characterized by one-way transmission of information, is:
A. Web 1.0
B. Web 2.0
C. Web 3.0
D. Web 4.0
4.下列不属于网络营销中介的是
4. The following are not network marketing intermediaries:
A.消费者
Consumers
B.金融机构
B. Financial institutions
C.物流配送机构
C. Logistics distribution agencies
D.营销服务机构
D. Marketing services
5.造成“在平原地区，大型农机具有较大市场;而在山区，小型农机更受欢迎”的网络营销宏观环境是
The macro-environment of the web-based marketing that results in “larger markets for large agricultural machines in plain areas, while in mountainous areas small agricultural machines are more popular” is as follows:
A.科学技术环境
A. Science and technology environment
B.政治法律环境
B. Political and legal environment
C.社会文化环境
C. Socio-cultural environment
D.自然地理环境
D. Natural geography
6.“当外部环境和内部条件发生变化时，企业应及时调整网络营销战略”，这体现的网络营销战略特点是
“In the event of changes in the external environment and internal conditions, the enterprise should adapt its network marketing strategy in a timely manner”, which is characterized by a network marketing strategy.
A.全局性
A. Overall
B.灵敏性
Sensitivity
C.长远性
C. Long-term
D.系统性
D. Systemic
7.某企业通过QQ、微信发布调查问卷收集用户信息，该调查方式属于
7. An enterprise collects user information through a QQ and micromail questionnaire, which is part of the survey
A.利用E-mail调查
A. E-mail surveys
B.通过在线访谈调查
B. Through online interview surveys
C.利用企业网站调查
C. Using enterprise web site surveys
D.利用社交媒体调查
D. Use of social media surveys
8.在一个完整的网络市场调查报告中，“产品供求形势分析”- -般放在报告的
In a complete web market survey report, “Analysis of product supply and demand situation” appears in the report.
A.引言部分
Introduction
B.正文部分
B. Main part
C.结论部分
C. Concluding part
D.附件部分
D. Annex
9.“每一个网络消费者的需求都呈现出较强的差异性，他们可根据其个性特点在全世界范围内寻找并购买产品”，这反映的网络购物特征是
“The needs of every consumer of the Internet are more varied, and they can search for and purchase products worldwide according to their individual characteristics”, which reflects the characteristics of Internet shopping:
A.追求消费个性
A. The pursuit of consumer identity
B.移动化倾向
B. Mobile tendencies
C.注重技术应用.
C. Focus on technology applications
D.购物导向多元
D. Pluralistic shopping
10.“人们对使用网络进行购物的态度”指的是
“People's attitude towards the use of the Internet for shopping” means
A.网购接受度
A. Net purchase acceptance
B.网络消费者的忠诚度
B. Network consumer loyalty
C.网上购物感知风险
C. Online shopping perception risks
D.消费者关注个人隐私的程度
D. The extent to which consumers are concerned about their privacy
11. 京东由最早主营3C电子产品拓展到经营多类产品，这种策略属于
11. The strategy of expanding the operation of 3C electronics from the earliest majors to multiple types of products is one of the following:
A.产品线延伸策略
A. Product-line extension strategies
B.新产品开发策略
B. New product development strategies
C.扩大产品组合策略
C. Strategies for expanding the product mix
D.缩减产品组合策略
D. Reducing the product mix strategy
12.大众点评经常开展集赞活动，即消费者推荐某个活动给朋友后，可以获得大众点评的优惠券，这种促销方式属于
12. The popular pedagogic campaign, in which consumers recommend an event to their friends, allows them to obtain a popular peddling coupon, is a form of promotion.
A.会员制营销
A. Membership marketing
B.病毒式营销
B. Viral marketing
C.网络人员推销
C. Network sales
D.站点销售促进
D. Site sales promotion
13.企业在进行搜索引擎优化时，关于关键词选择说法正确的是
13. When enterprises perform search engine optimization, it is correct to say that the key word selection is
A.关键词越长越好
A. Keywords should be as long as possible
B.关键词越特殊越好
The more special the keywords are, the better.
C.关键词越宽泛越好
C. The broader the keyword, the better
D.关键词与主题越相关越好
D. Keywords are as relevant as possible to the theme
14.在一对一营销方式中，“对客户资料进行分析以便制定有针对性的营销对策”所属的步骤是
In a one-to-one marketing approach, the steps involved in “the analysis of customer information for the development of targeted marketing responses” are:
A.识别客户
A. Customer identification
B.获取客户
B. Access to clients
C.客户差别化
C. Client differentiation
D.实现双向沟通
D. Achieving two-way communication
15."下列属 于客户行为信息的是
&quat; the following information pertaining to client behaviour
A.消费者访问间隔时间
A. Consumer-visiting intervals
B.消费者的性格特征
B. Consumer character characteristics
C.消费者的受教育情况
C. Consumer education
D.消费者的出生日期
D. Date of birth of the consumer
16.很多用户来到网站时都首先访问的页面称为
The first page that many users visit when they come to the site is called
A.页面访问路径
A. Page access path
B.访问最多页面
B. Maximum access to pages
C.最热门着陆页面
C. Hottest landing page
D.最热门退出页面
D. Hottest exit page
17.用户低频率低时长使用某App,说明了
17. The user uses an App for a low frequency for a long time, which explains
A.用户黏性高，对App依赖度高
A. High stickyness of users and high reliance on App
B.用户黏性不高，对App依赖度不高
B. Lack of user stickyness and reliance on App
C.用户黏性不高，对App依赖度较高
C. Users are less sticky and more dependent on App
D.用户黏性较高，对App依赖度- -般
D. Users are more sticky and tend to rely on App - General
18.广告展示量反映了
18. The number of advertising displays reflects
A.广告的投放量
A. Advertisements
B.广告着陆页加载效率
B. Advertisement landing page loading efficiency
C.广告所在媒体的访问热度
C. Access to the media in which advertisements are placed
D.广告对网民的吸引程度
D. Attraction of advertising to the Internet
19.下列属于“搭建数据沉淀平台获取数据”的方式是
The following forms belong to the “building data deposition platform for data capture”:
A.终端采集
A. Terminal collection
B.数据购买
B. Data purchase
C.客户端采集
C. Client collection
D.ID认证追踪体系
D.ID Certification Tracking System
20.企业如果想做到在正确的时间把产品推荐给正确的人，最常使用的分析方法是
The most commonly used method of analysis is for companies to be able to recommend products to the right people at the right time.
A.关联分析
A. Linkage analysis
B.分类分析
B. Classification analysis
C.聚类分析
C. Cluster analysis
D.时间序列分析
D. Time series analysis
二、多项选择题:本大题共5小题，每小题2分，共10分。在每小题列出的备选项中至少有两项是符合题目要求的，请将其选出，错选、多选或少选均无分。
II, multiple options: This subject has five sub-topics, two minutes for each sub-topic, and ten points for each sub-theme. At least two of the options listed in each sub-themes meet the requirements of the subject, please select them and have no points in the selection of the wrong, multiple or few.
21.下列对于网络营销盈利模式描述正确的有
21. The following is a correct description of the net marketing profit model:
A.只服务少量大客户
A. Services only to a small number of large clients
B.关注“小利润大市场”
Focus on “small profit markets”
C.“长尾效应”冲击“二八原则”
C. “Long-tail effects” impact “principles two and eight”
D.只依靠当次销售直接盈利
D. Reliance on direct profit from current sales only
E.可以通过迂回途径获取间接收益
E. Indirect gains can be obtained through circuits
22.下列对于不同年龄段网络消费者的购买行为描述正确的有
22. The following is a correct description of the purchasing behaviour of network consumers of different age groups:
A.年轻网络消费者的数量多于年长者
A. More young Internet consumers than older people
B.年轻人与年长者对待网购的态度不同
B. Different attitudes of young people and older persons towards Internet purchases
C.年轻人与年长者网购时的信息收集方式不同
C. Different forms of information-gathering between young people and older persons on the Internet
D.年轻人比年长者更多感觉到网购的财务风险
D. Financial risks of Internet purchases are felt more by young people than by older people
E.年轻人与年长者网购时感兴趣的商品类型不同
E. Different types of goods of interest to young people and older persons when buying online
23.某旅游网站为推广公司的新业务，采取了电子邮件营销策略，下列做法正确的有
A tourism website has adopted an e-mail marketing strategy to promote the new business of the company, and the following approach is correct:
A.设置邮件主题
A. Set the mail theme
B.尽量频繁发送邮件
B. Sending mail as frequently as possible
C.将邮件强制发给尽可能多的用户
C. Mandatory distribution of mail to as many users as possible
D.设置邮件退订说明
D. Set-up of e-mail unsubscription instructions
E.尽可能多的采用附件形式发送邮件
E. As many attachments as possible
24.“页面浏览数”可以揭示
Page views can reveal
A.网站的独立访客数
A. Independent visitors to the website
B.网站流量的发展趋势
B. Trends in website traffic
C.页面浏览数变化规律
C. Patterns of change in page views
D.重要信息被用户关注的情况
D. Highlights of information that is of interest to users
E.网站访问量的实际增长
E. Real growth in the number of visits to the website
25.下列属 于大数据营销特点的有
25. The following are among the characteristics of big data marketing:
A.性价比高
A. High value for money
B.强调时效性
B. Emphasis on timeliness
C.个性化营销
C. Personalized marketing
D.数据采集量小
D. Low collection of data
E.多平台的数据采集
E. Multi-platform data collection
三、简答题:本大题共5小题，每小题6分，共30分。
iii, short answers: This issue has five sub-topics, six minutes per sub-question, and 30 minutes.
26.简述互联网环境下消费者价值观改变的主要内容。
26. Briefly describe the main elements of changes in consumer values in the Internet environment.
27.简述网络市场调查的优势。
Briefly describe the advantages of the network market survey.
28.简述网络购买时的信息收集特点。
28. Briefly describe the information-gathering features of the network when it is purchased.
29.简述网络营销效果评价的意义。
Briefly describe the significance of the web-based marketing effectiveness evaluation.
30.简述网络营销中知识管理的主要内容。
Briefly describe key elements of knowledge management in web marketing.
四、分析题:本大题共2小题，每小题12分，共24分。
IV. Analytical issues: This issue has two sub-topics of 12 points per sub-theme of 24 minutes.
31.HY公司是一家国内知名的食品制造商。该公司在既有传统营销方式基础上开展了网络营销活动，但效果不太理想。为此，HY公司进行了网络营销环境分析，主要涉及以下内容:主要供应商的产品质量和及时交货率;网上代理商和物流配送机构的服务质量;环保组织与新闻媒体等对企业营销目标的影响。此外，HY公司对传统市场模式下的竞争者和网络市场竞争者进行了比较研究，发现网络市场竞争者数量大大增加、隐蔽性增强，地域分布更广泛。
31. Hy is a well-known food manufacturer in the country. It conducts web marketing activities on the basis of established traditional marketing methods, but with less than optimal results. To this end, it conducts web marketing environment analyses, mainly on the quality and timely delivery of products by major suppliers; the quality of services provided by online agents and logistics distribution agencies; and the impact of environmental organizations and the media on business marketing objectives. In addition, it conducts comparative studies of competitors and network market competitors under traditional market models, finding that the number of online market competitors has increased significantly, hiddenly and geographically.
请问答:
Questions and answers:
(1) HY公司分析了网络营销微观环境的哪些方面? (8分)
(1) What are the aspects of the microenvironment of web marketing analysed by HY? (8 points)
(2)与传统市场模式相比，HY 公司的网络市场竞争者有哪些特点? (4 分)
(2) What are the characteristics of network market competitors in HY firms compared to traditional market models? (4 points)
32. YJ 公司是一家生活创意产品制造商。在开发新产品时，公司以消费者为中心，通过各种互联网渠道了解其需求，同时通过公司网站和社交媒体鼓励消费者提交创意，参与产品设计。为了使生产更为智能化和系统化，公司对生产设备也进行了更新换代，将信息技术融入生产环节。为扩大融资，也为了更全面地获得市场反馈信息、扩大社会影响力，YJ公司决定在新产品开发中制定众筹营销策略。
32. YJ is a manufacturer of creative products. In developing new products, the company focuses on consumers, understanding their needs through various Internet channels, while encouraging consumers to submit ideas and participate in product design through company websites and social media. In order to make production more intelligent and systematic, the company has also upgraded its production equipment and integrated information technology into the production chain. In order to expand financing, and to obtain more comprehensive market feedback and social impact, YJ has decided to develop crowd marketing strategies in the development of new products.
请回答:
Please answer:
(1)分析YJ公司在开发新产品时注意了哪些要点。(6分)
(1) Analyse what elements YJ has taken into account in the development of new products. (6)
(2) YJ公司在制定新产品开发的众筹营销策略中，应做到的要点有哪些? (6 分)
(2) What are the points that YJ should make in developing a crowd-marketing strategy for the development of new products? (6 points)
五、案例题:本题16分。
33. BCW公司材料
33. BCW material
BcW是一家集加工、销售、物流配送为一体的休闲食品公司。随着中国互联网基础设施建设的日益完善，BCW逐步构建了线上与线下融合的营销服务体系。BCW在网络营销初期阶段，主要面向大学生以及20岁左右的年轻人。因为精准的市场定位, BCW迅速在全国大学城走红。随着产品品类的拓展，BCW将网上市场进一步细分， 将公司定位为趣味零食探索家，采取不同的营销策略来满足不同性别、年龄、收入水平和爱好的消费者，提高了产品的竞争力和销售量。
BcW is a recreational food company that combines processing, marketing, and logistics. As China’s Internet infrastructure is improving, the BCW has built up a system of online and offline marketing services.
为了给用户提供更好的服务体验，BCW 将线下积累多年的老客户运营经验搬到线上，提出“老客维新”的客户关系管理(CRM)理念。公司建立了实时在线的CRM系统,加强与客户沟通，及时解决客户的各种问题,并且针对不同客户群提供个性化服务，深度挖掘用户价值，从而取得了极具成效的“老客复购”成绩并获得了人气口碑俱佳的用户反响。
In order to provide users with a better service experience, the BCW has moved on-line the accumulated years of old customer business experience and introduced the CRM concept. The company has set up a real-time online CRM system to enhance communication with clients, address client problems in a timely manner, and provides personalized services for different client groups, digging deep into user values, which has resulted in a very productive “old customer buy-back” accomplishment and a well-rounded user response.
2015年，公司又开发了手机端App,为用户提供了更方便快捷、轻松的购物环境，使用户的购物体验更加愉快。公司通过分析客户的潜在需求，在App中增加了个性化推荐功能，提高其精准营销的服务能力。同年,公司建立了“闪电发货、光速配送”的物流体系，设定了三个标准:“一 触即发”付款订单可在2小时内发货; “一觉即到”80%订单可做到今日发货明日到达;“一揽无遗”一全数揽件，一个不少。最终，公司建成了智能化水平较高的仓储配送一体化物流中心，进一步提升了用户体验。
In 2015, the company developed a mobile-end App, which provides users with a more convenient and easy shopping environment and makes their shopping experience more pleasant. By analysing the potential needs of customers, the company added a personalized recommendation function to the App to enhance its ability to provide its services with accurate marketing. In the same year, the company established a logistics system for “slash-off, light-speed distribution” with three criteria: “on-off” payment orders can be delivered within two hours; “on-one” 80% of the orders can be delivered today; “one-in-one-on-one” complete package, one-in-a-kind” package.
请结合案例材料，回答下列三个问题:
Please answer the following three questions in connection with the case study:
(1)网络营销初期阶段，BCW选择的目标群体是什么?指出其使用的网上市场细分变量。(4分)
(1) What is the target group selected by BCW at the initial stage of network marketing? Indicate the market segmental variables used. (4 points)
(2)拓展产品品类后，BCW采用了哪种网上目标市场进入策略，并说明其优点。(4分)
(2) By expanding the product category, the BCW adopts an online target market entry strategy and describes its merits. (4 points).
(3)分析BCW在网络营销中采用了哪些客户关系维护的策略。(8分)
(3) Analysis of the customer relationship maintenance strategies used by BCW in network marketing (8 points).
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