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1、中小企业网络营销浅析Small and medium-sized enterprise network marketing analysis 毕业论文共 页图纸共 页完成日期答辩日期摘 要 互联网的发展为企业参与全球竞争创造了条件，在互联网经济环境下，企业所面对竞争环境和竞争手段也发生了巨大的变化。因而，企业参与全球竞争的手段也应该随着新的经济、技术以及社会环境的变化而不断的深入和完善。网络营销以其快捷、低成本、高覆盖面的优势为经营灵活的中小企业带来前所未有的变革和发展机遇，随着网络营销概念的普及和中小企业对网络营销的理论和方法的了解，越来越多的中小企业开始涉及网络营销。如何认识中小企业网络营
2、销的策略，采取正确的营销策略进行阐述网络营销对中小企业很重要。这样可以更加正确的深入分析中小企业网络营销策略的研究，对中小企业起到积极作用。本论文主要针对我国中小企业目前对网络营销的问题及发展对策为重点，从我国中小企顺应时代发展为基础，对我国中小企业在网络营销方面存在的问题及如果解决这些问题进行深入的研究，提出切实有效地建议和策略。本文通过对我国中小企业网络营销存在的问题及原因分析, 探讨适合中小企业发展网络营销的对策。并以医疗器械企业为实例，详细说明如何进行网络营销策划。关键字：中小企业；网络营销；营销策略I I Abstract The development of the Interne
3、t for enterprises to participate in global competition creates the conditions, in the Internet economy environment, the enterprise facing the competition environment and means of competition has changed greatly. Therefore, enterprises to participate in global competition means should also with the n
4、ew economy, technology and social environment change constantly deep and perfect. Network marketing with its fast, low cost, high coverage advantage for flexible operation of small and medium-sized enterprise bring an unprecedented change and development opportunity, along with the network populariz
5、ation of the marketing concept and small and medium-sized enterprises to network marketing theory and method of understanding, more and more of the small and medium-sized enterprise started involves network marketing. How to understand the network marketing strategy of the small and medium-sized ent
6、erprises, to take the right marketing strategy paper expounds the network marketing for small and medium-sized enterprises is very important. This can be more correct analysis of small and medium-sized enterprise network marketing strategies, to small and medium enterprises play the positive role. T
7、his thesis of the small and medium-sized enterprises at present to the network marketing problems and countermeasures as the key point, from our sme development times based on small and medium-sized enterprises in China in the network the problems existing in the marketing and if further to solve th
8、ese problems, and puts forward effective Suggestions and strategies. This article through to the medium and small enterprises in China network marketing existence question and the reason analysis, this paper discusses suitable for small and medium-sized enterprise development network marketing count
9、ermeasures. And with medical instrument enterprise as an example, detailed instructions on how to network marketing planning.Key words：small and medium-sized enterprises；network marketing；marketing strategiesII目录0前言11 当前我国中小企业面临的现状31.1 2012年中小企业网络营销诟病32 企业网络营销分析62.1 企业网络营销应遵循的五大法则62.2 企业开展网络营销的细节问题7
10、2.3 中小企业参与网络营销的竞争战略分析93 网络营销渠道和模式113.1 网络营销入手渠道113.2 网络营销模式124 企业实施网络营销174.1 网络营销策略174.2 利用网络营销来扩大销售184.3 网络推广方法225 医疗器械网络营销策划案例255.1 医疗器械外包的行业特点和市场现状分析255.2推广策划方案276 结论31致谢32参考文献33I 34 0 前 言进入21世纪，以Internet为核心的现代网络技术和通信技术已经得到了飞速的发展和广泛的应用，世界经济向全球化和信息化发展成为新世纪鲜明的特征和趋势。今天，我们已经走入以因特网为基础的网络经济时代，企业利用互联网有效展开网络营销活动，寻找新的商机，已成为一种必然的选择。随着互联网的飞速发展，基础设施水平逐步提升、网民数量快速增长、人们对网络的日益依赖、网络营销的应用成本日益降低，这些都为中小企业发展网络营销战略创造条件。以往只有实力强大的大公司参与的网络营销领域，现在更多的中小企业也可以低成本涉足。网络营销正在改变着传统的营销方式，对中小企业的发展带来重大的机遇和商机。随着网络经济对传统经济的不断渗透,利用网络进行营销正成为一种潮流和企业在互联网时代的一种基本生存方式,被越来越多的企业特别是中小企业视为未来赢得竞争优势的途径和手段,网络营销成为企业寻求市场营销新思路
