2022年4月自考00908网络营销与策划真题试卷
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2022年4月高等教育自学考试全国统一命题考试网络营销与策划试题
(课程代码：00908)
注意事项:
Attention:
1.本试卷分为两部分,第一部分为选择题， 第二部分为非选择题。
The present paper is divided into two parts, the first on selection and the second on non-selectivity.
2.应考者必须按试题顺序在答题卡(纸)指定位置上作答，答在试卷上无效。
2. Respondents must answer the question card (paper) in the order in which it is assigned and the answer is invalid on the examination paper.
3.涂写部分、画图部分必须使用2B铅笔，书写部分必须使用黑色字迹签字笔。
3. 2B pencils shall be used for the coating and drawing parts, and black pencils shall be used for the writing parts.
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 20 sub-topics, one for each sub-topic and 20 for each sub-topic. Only one of the options listed for each sub-topic is the most suitable for the title. >, please select.
1.某网络书店超过一半的销售量来自其排行榜上13万名开外的图书，这种现象在网络营销上被称为
1. More than half of the sales of an Internet bookshop come from books out of the 130,000 books on its list, a phenomenon known as online marketing
A.二八原则:
A. Principle XXVIII:
B.蝴蝶效应
B. Butterfly effects
C.长尾效应
C. Long-tail effects
D.从众效应
D. crowd-effects
2.下列不属于Web3.0特点的是
2. The following are not the characteristics of Web3.0:
A.人工智能应用
A. Artificial intelligence applications
B.信息高度整合
B. High information integration
C.模块化的网络应用程序
C. Modular web applications
D.应用程序存储于本地
D. Applications stored locally
3.下列属于移动互联网终端层的是
3. The following are on the mobile Internet terminal floor:
A.智能手机
A. Smart phones
B.数据库
Database
C.安全软件
C. Security software
D.操作系统.
D. OPERATIONAL SYSTEMS. 3
4.互联网技术中承担信息传递功能的是
4. Internet technology assumes the function of transmitting information:
A.传感技术
A. Sensitivity technology
B.通信技术
B. Communications technology
C. CPU技术
CPU technology
D.存储技术
D. Storage technology
5.下列关于企业战略、营销战路与网络营销战略的关系描述正确的是
5. The relationship between business strategies, marketing paths and web marketing strategies is correctly described below.
A.企业战略从属于网络营销战略
A. Business strategy subordinated to a web marketing strategy
B.网络营销战略从属于企业战略
B. Subordination of network marketing strategies to enterprise strategies
C.营销战略制定不受企业战略的影响
C. Marketing strategy development is not influenced by business strategy
D.网络营销战略制定不受企业战路的影响
D. Network marketing strategy development is not influenced by business paths
6.某电商企业针对不同顾客群体开发不同档次的保健品，该企业采用的网上目标市场进入策略是
6. The online target market entry strategy adopted by a company that develops different types of health products for different customer groups is:
A.反细分化策略
A. Counter-fragmentation strategies
B.无差异营销策略
B. Undifferentiated marketing strategies
C.密集性营销策略
C. Intensive marketing strategies
D.差异性营销策略
D. Discrepancies marketing strategies
7.关于关系营销的特征，下列描述不正确的是
7. With regard to the characteristics of relationship marketing, the following description is incorrect:
A.营销活动的互利性
A. Mutual benefits of marketing activities
B.客户价值的重要性
B. Importance of customer value
C.信息沟通的单向性
C. One-way communication of information
D.战略过程的协同性
D. Synergy in the strategic process
8.企业在建立客户关系时，首先需要
8. Businesses need to have customer relationships first.
A.挽救客户
A. Saving clients
B.建立官方微博
B. Establishment of official tweets
C.选择合适的客户
C. Selection of suitable clients
D.维持稳定的客户关系
D. Maintaining stable client relationships
9.在客户关系管理中，对客户进行分级管理有助于企业
9. In customer relationship management, tiered management of clients helps enterprises
A.合理分配资源
A. Rational allocation of resources
B.强化与低价值客户的关系
B. Strengthening relationships with low-value clients
C.促进低价值客户的销售
C. Promoting the sale of low-value customers
D.提高对所有客户的服务质量
D. Improved quality of services to all clients
10.下列属于网上间接市场调查方法的是
10. The following are among the indirect market survey methods on the Internet:
A.利用E-mail调查
A. E-mail surveys
B.利用在线访谈调查
B. Use of online interview surveys
C.利用社交媒体进行问卷调查
C. Use of social media for questionnaires
D.利用在线数据库调查
D. Use of online database surveys
11.现在越来越多的人有在网络社区中聊天的需求，这属于马斯洛需求层次理论中的
11. More and more people now have the need to chat in the online community, which is part of Maslow's demand-level theory.
A.社交的需求
A. Social needs
B.安全的需求
B. Security needs
C.生理的需求;
C. Physical needs;
D.自我实现的需求
D. The need for self-realization
12.消费者网络购买行为的产生通常起始于
12. Consumer network purchasing usually starts with the fact that
A.需求唤起:
A. Demand-driven:
B.信息搜索
B. Information search
C.比较选择
C. Comparative choices
D.购买决策
D. Purchase decision-making
13.为了开发网上市场，企业给产品重新设计了一个全新的、富有个性的网上品牌，这种网络品牌策略属于
13. In order to develop the online market, businesses have redesigned a new, personalized online brand for their products, which is part of the online branding strategy.
A.传统品牌策略
A. Traditional branding strategies
B.品牌网站策略
B. Brand website strategy
C.延伸品牌策略
C. Extended branding strategy
D.新创品牌策略
D. New branding strategy
14.“在搜索引擎中，用户寻找相关内容时所使用的字符串信息”指的是
"In a search engine, the string information used by the user when searching for relevant content" means
A.域名
A. Domain names
B.索引
Index
C.关键词
C. Keywords
D.网站地址
D. Website address
15.邮件信息传递的评价指标中，“邮件送达总数/邮件发送总数X100%”指的是
Of the evaluation indicators for the transmission of mail messages, “total mail delivery/total mail delivery X 100 per cent” refers to:
A.邮件转化率
A. Mail conversion rate
B.邮件送达率
B. Mail service rate
C.引导点击率
C. Lead hits
D.邮件退信率.
D. Retrenchment rates for mail
16.下列关于广告联盟营销的描述不正确的是
The following description of advertising union marketing is incorrect:
A.零风险投资
A. Zero-risk investments
B.可精准设定预算
B. Precise budgeting
C.更多媒体宜传
C. More media are appropriate
D.无法分析广告效果
D. Lack of analysis of advertising effects
17.网络广告效果评价指标中，可以反映广告对网民吸引程度的是
17. Among the indicators for evaluating the impact of online advertising, the extent to which advertising attracts Internet users is:
A.广告展示量
A. Advertisements
B.广告点击率
B. Advertisement hits
C.广告展示时长
C. Length of advertising
D.广告投放页面量
D. Number of pages placed in advertising
18.下列不属于客户视角网络营销绩效考核指标的是
18. The following indicators, which do not belong to the client perspective, for the performance appraisal of the network's marketing performance:
A.独立访客数
A. Independent visitors
B.人均购买量
B. Purchases per capita
C.存货周转率
C. Inventory turnover
D.网站登录次数
D. Number of website entries
19.数据挖掘分析方法中，聚类分析的主要目的是
19. The main objective of the cluster analysis in the data mining analysis methodology
A.找出数据之间的属性联系，形成关联规则.
A. Identifying correlations between data and forming linkage rules
B.把一组个体按照相似性归成若干类别，形成新的类标识
B. Categorization of groups of individuals according to similarities into several categories, resulting in a new class identification
C.把数据的关联性与时间联系起来，预测关联事件发生的时间
C. Linking data relevance to time and predicting the timing of associated events
D.根据示例数据库中的数据建立判别规则，据此对其他数据进行分类
D. Establishment of distinction rules based on the data in the sample database, whereby other data are classified
20.在企业知识管理中，属于隐性知识的是
20. In corporate knowledge management, what constitutes tacit knowledge is that
A.员工技能
A. Staff skills
B.企业技术文档
B. Enterprise technology documentation
C.员工档案
C. Staff files
D.行业分析报告
D. Sectoral analysis reports
二、多项选择题:本大题共s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自要求的，请将其选出，错选、多选或少选均无分。
II, multiple options: this is a sub-topic of two minutes for each sub-theme of 10 minutes. At least two of the options listed for each sub-theme are self-satisfied.
21.下列属于网上产品整体概念层次的有
21. The following are at the level of the overall concept of online products:
A.核心产品
A. Core products
B.形式产品
B. Forms of product
C.期望产品
C. Expected products
D.附加产品
D. Additional products
E.潜在产品
E. Potential products
22.下列属于网络营销战略目标设定应满足的SMART标准有
22. The following SMART criteria, which are set as strategic objectives for network marketing, should be met:
A.模糊的
A. Fuzzy
B.及时的
B. Timely
C.可执行的
C. Enforceable
D.相关的
D. Related
E.可度量的
E. Measurable
23.下列属于微信营销常见模式的有
The following are some of the most common models for the marketing of micro-mails:
A.开放平台
A. Open platform
B.二维码运营
B. Two-dimensional operations
C.公众号运营
C. Operation of the public number
D.微信小程序
D. Microletter applets
E.电子邮件广告
E. E-mail advertising
24.下列可以反映App用户粘性的指标有
24. The following indicators can reflect the sticky nature of App's users:
A.使用时长
A. Length of use
B.使用频率
Frequency of use
C.独立访客数
C. Independent visitors
D.留存用户数
D. Retention of users
E.用户来源地区
E. User-source area
25.企业进行网络营销知识管理的主要目标有
25. The main objectives of enterprise's web-based marketing knowledge management are:
A.减少营销活动的重复劳动
A. Reducing duplication of marketing activities
B.提高组织网络营销决策能力
B. Enhancing organizational network marketing decision-making capacity
C.提升组织对隐性营销知识的记忆力
C. Enhancing organizational memory of tacit marketing knowledge
D.搜集消费者账号、密码等全方位信息
Collection of full-scale information on consumer accounts, passwords, etc.
E.重视隐性知识价值，提升对专家型人员的依赖
E. Focusing on hidden knowledge values and increasing reliance on specialist personnel
三、简答题:本大题共5小题，每小题6分，共30分。
III, short answer: This issue has five sub-topics, six for each sub-theme and 30 for each sub-question.
26.简述网络营销对传统促销的冲击。
26. Briefly describe the impact of network marketing on traditional marketing.
27.简述大数据的定义及特点。
27. Brief description of the definition and characteristics of big data.
28.简述技术变革对企业网络营销产生的影响。
Briefly describe the impact of technological change on the marketing of business networks.
29.简述问卷内容设计需要注意的事项。
29. Brief description of matters that require attention in the design of the content of the questionnaire.
30.从搜索引擎优化的角度简述网站设计的基本要求。
30. The basic requirements for website design are outlined in terms of the optimization of the search engine.
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.TJ是一家经营生鲜食品的网店。为了有效刺激网络消费者的购买，TJ从网络载体入手采取了以下做法:优化上线产品的类属和排序，丰富产品介绍信息;强化店内搜索功能，进一步减少消费者搜索商品的时间成本;建立网上交流平台，便于消费者之间沟通产品特性、食用方法和体验等。由于物流服务会影响到消费者对网店的评价，TJ非常重视物流服务质量，选择与京东物流、顺丰等具有冷链仓储配送能力的优秀快递企业合作，满足了消费者对生鲜食品保鲜与及时送达的需求。
31. TJ is a web shop that operates fresh foods. In order to effectively stimulate the purchase of network consumers, TJ has adopted the following approaches from the Web carriers: optimize the classification and sequencing of online products and enrich the presentation of information; enhance in-house search functions to further reduce consumer time costs of searching commodities; establish an online communication platform to facilitate consumer-to-consumer communication about product characteristics, food methods and experiences. As logistics services affect consumer evaluation of online shops, TJ attaches great importance to the quality of logistics services and chooses to work with excellent couriers with cold-chain storage and distribution capabilities, such as Kinton logistics, Shunfung and others, to meet consumer demand for fresh food and timely delivery.
请回答:
Please answer:
(1)分析TJ考虑了哪些影响消费者网购行为的网络载体因素。(6 分)
(1) Analysis of what network vehicle factors affect consumer network purchasing behaviour is considered by TJ. (6 points).
(2)分析TJ关注物流配送质量的原因。(6分)
(2) Analysis of the reasons why TJ is concerned with the quality of logistics distribution (6 points).
32. SH是一家历史悠久的知名食品连锁企业，既经营中高端蛋糕、西点、中点，又经营咖啡饮品等。为了发掘移动电商市场的巨大潜力，SH与美团、口碑等电商平台合作，不仅实现在线销售,还方便用户在线查找附近的SH店铺信息:鼓励顾客到实体店体验、签到并发表在线好评，累计积分可兑换商品:当手机用户来到实体店附近区域时，向其发送促销信息。尽管SH初入电商平台,经验不足，但仍然吸引了很多用户关注。此外，令SH担心的是，电商平台上有很多同类产品价格更优惠的竞争者。
32. SH is a well-established food chain that operates both medium- and high-end cakes, west points, mid-points, and coffee beverages. In order to exploit the enormous potential of mobile power suppliers'markets, SH, in collaboration with electronics platforms such as the United States Corps and mouthmarks, not only achieves online sales, but also facilitates online access to information from nearby SH shops: customers are encouraged to experience, sign and publish online good ratings, and accumulated points convertible goods: when mobile phone users come to areas close to the real-estate, they send promotional information to them. Although SH entry platforms are less experienced, they still attract many users. Moreover, SH is concerned that there are many competitors on SH platforms with more favourable prices for similar products.
请回答:
Please answer:
(1)分析SH采用了哪些基于位置服务(LBS) 的营销方法。(4分)
(1) Analysis of the location-based (LBS) marketing methods used by SH. (4 points).
(2)分析SH的优势、劣势、机会与威胁(SWOT)。 (8分)
(2) Analysis of the strengths, weaknesses, opportunities and threats of the SH (SWOT) (8 points).
五、案例题:本题16分。
33. TD的材料
33. Materials for TD
TD是一家健身器材网商。为了提高产品销量, TD采取了一系列网络营销措施。TD在产品的开发过程中与客户保持密切联系，让客户直接参与企业新产品的设计、改进等过程。TD为产品设计了现金、数量、季节等多种价格折扣策略，以招徕客户访问其网站，从而带动产品销售。TD在网站通过旗帜广告、图标广告等宣传其产品，在网络社交媒体传播包含品牌元素在内的公益广告，在网站上提供免费健身资料。
TD is a network provider of fitness equipment. In order to increase product sales, it has taken a number of measures to market its products online. It has maintained close contact with its clients in the development of products, involving them directly in the design, improvement, etc. of new products in the enterprise. It has designed a variety of price discount strategies for products, such as cash, quantity, seasons, etc., in order to attract customers to its website, thereby enabling them to sell their products. It has promoted its products through flag advertisements, icon ads, etc., and has disseminated public service announcements, including brand elements, in online social media, providing free physical fitness information on the website.
为了及时了解网络营销效果、调整网络营销策略，TD进行了用户行为分析。TD以月为周期统计所有访问者浏览页面的总数量，发现近半年来网站访问量明显上升,符合预期;统计用户访问时使用的IP地址发现，50%以上的客户来源于本省，因此，TD有必要强化产品在其他省份的品牌形象传播;统计用户在单个页面上花费的时间发现，60%以上的用户在页面停留1-4分钟，这就要求产品介绍页面中应突出亮点信息。此外，TD还统计了用户来到网站时最先登陆的页面，出乎预料地发现用户更多访问了先前爆款产品A的页面，而不是近期投入大量网络广告费用的新款产品B的页面。
In order to keep abreast of network marketing effects and adjust network marketing strategies, TD conducted a user behaviour analysis. The total number of pages viewed by all visitors was counted in a monthly cycle. It found that the website had increased significantly and in line with expectations over the past six months; the IP address used by users of statistics found that more than 50 per cent of the clients came from their province and that it was therefore necessary for TD to enhance brand image dissemination in other provinces; and the time spent by users of statistics on individual pages found that more than 60 per cent of users stayed for 1 to 4 minutes, which required highlights in the product introduction page. In addition, it also counted the first page to be accessed by users when they came to the site, and it was unexpected that users had visited more pages of former explosive product A than the page of new product B, which had recently invested a large amount of Internet advertising costs.
对于客户更多地首先登陆产品A的页面，TD分析认为回头客在销售中占据重要地位，这些客户通过之前的购买链接来到网站。为了能更好地服务老客户，强化老客户的关系维护，TD准备简化购物流程，美化产品页面，通过微信公众号和电子邮件向客户及时提供产品活动信息，运用CRM系统定期回访客户，并通过引入数据挖掘技术更加精准地向客户推荐产品。
To better serve older clients and enhance their relationship maintenance, TD intends to simplify the shopping process, glorify product pages, provide timely information on product activities to clients via micro-letters and e-mails, use the CRM system to visit customers regularly, and more accurately recommend products to customers by introducing data mining techniques.
请结合案例材料，回答下列问题:
Please answer the following questions in connection with the case study:
(1)分析TD采用了哪些网络促销策略。(6分)
(1) Analysis of web-based promotional strategies adopted by the TD. (6)
(2)分析TD使用了哪些用户行为分析指标。(6分)
(2) Analysis of which user behavioural analysis indicators have been used in TD. (6)
(3)分析TD准备采用哪些网络营销客户关系维护策略。(4分)
(3) Analysis of what network marketing customer relationship maintenance strategy TD intends to adopt. (4)
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