《中小企业开展网络营销策略分析》由会员分享，可在线阅读，更多相关《中小企业开展网络营销策略分析（29页珍藏版）》请在金锄头文库上搜索。
1、第 I 页中小企业开展网络营销策略分析摘 要随着信息化浪潮的来临，企业的生存竞争空间正逐步从传统市场转向网络市场，企业的营销方式也从传统的市场营销转向网络营销。网络营销是企业营销实践与计算机技术、网络技术、现代信息通讯技术相结合的产物，是指企业以电子信息技术为基础，以计算机网络为媒介和手段而进行的各种营销活动。目前，网络营销在世界范围内蓬勃发展，它不仅大大提高了企业的营销效率，节省了大量管理费用，还为企业提供了虚拟的全球性贸易环境，开辟了新的市场空间。更重要的是它缩小了大型企业和中小企业之间市场地位的差距，为中小企业提供了与大型企业同台竞争的机会。中小企业只有勇于面对挑战和压力，积极参与国内市
2、场竞争，改变原有的营销观念和手段，注重营销策略的使用，着眼全国市场，才能赢得并保持可持续发展的竞争优势。对于如何推进中小企业网络营销策略，中小企业在我国的社会经济中有着重要地位，但在某些方面又属于弱势群体，尤其需要关注。本文对中小企业、以及网络营销策略的定义进行了界定，根据网络营销的理论，结合中小企业的现实状况，提出中小企业网络营销的途径以及营销策略，希望对国内中小企业参与竞争有一定的启示和参考作用。关键词： 中小企业；网络营销；营销策略第 II 页Analysis of online marketing strategies for SMEsAbstractWith the coming w
3、ave of information technology, enterprise competition for survival space is gradually shifted from the traditional market network market, business marketing has shifted from traditional marketing network marketing. Internet marketing is marketing practice and computer technology, network technology,
4、 a combination of modern information and communication technology product, is an enterprise based on electronic information technology, computer network, the media and the means to conduct various marketing activities. Currently, the network marketing booming in the world, which not only greatly inc
5、reased the companys marketing efficiency and save a lot of administrative costs, but also to provide a virtual environment for global trade, opened up a new market space. More importantly, it shrinks the large enterprises and SMEs the gap between the market position by providing SMEs with large ente
6、rprises on the same stage with the chance to compete.SMEs only courage to face the challenges and pressures, and actively participate in the domestic market competition, changes in the original marketing concepts and tools, focusing on the use of marketing strategy, focusing on the national market,
7、in order to win and maintain sustainable competitive advantage. How to promote online marketing strategy for SMEs, SMEs in China has an important socio-economic status, but in some ways they are vulnerable, in particular, need attention. In this paper, small and medium enterprises, as well as the de
8、finition of network marketing strategy was defined, according to the theory of network marketing, combined with the reality of small and medium enterprises, SMEs make way network marketing and marketing strategy, hoping to compete on the domestic small and medium enterprises have some inspiration An
9、d reference.第 III 页Key words: SMEs; network marketing; marketing strateg目 录摘 要 IABSTRACTII1 绪论 11.1 研究背景 11.2 研究问题 21.3 研究意义 22 中小企业网络营销理论介绍 32.1 相关概念的界定 32.1.1 中小企业 32.1.2 营销策略 32.2 网络营销理论 32.2.1 网络经济理论 42.2.2 网络营销理论 42.3 网络营销特征及其对营销策略的影响 52.3.1 网络营销的特征 52.3.2 对营销策略的影响 53 中小企业开展网络营销的问题分析 63.1 很多中小企业无法正确认识信息化 63.2 很多中小企业缺乏信息化基础和复合型人才 63.3 不能合理利用有限资金 63.4 中小企业信息化管理制度不佳 73.5 中小企业信息化缺乏适宜的软件支持 73.6 中小企业信息化宏观基础薄弱 73.7 中小企业信息化缺乏法律规范
