中小企业网络营销之路

论文编号:KJ793  论文字数:15476,页数:16

中小企业的网络营销之路

摘    要

 目前,作为第五大媒体的国际互联网,正以前所未有的速度在世界各国广泛，迅速地发展和普及，信息化的浪潮推动了电子商务的发展，互联网促使传统商业模式发生变化，厂商在互联网上实施新的服务方式，网络营销因此成为促使消费者接受新的服务方式的有效手段。与传统营销方式相比，网络营销具有众多的优越性，但同时由于种种原因而仍然有一些不可忽视又难以逾越的障碍，在这种机遇和挑战并存的环境下中小企业何去何从？
 本文采用理论分析方法通过对网络营销的优势分析以及对我国中小企业的现状的分析，为中小企业进行网络营销提供了理论依据和具体的实施建议，并对目前中小企业的网络营销所存在的问题进行剥析，给中小企业的网络营销指明出路。
 本文前言介绍网络营销出现的背景。正文分五个部分。第一章通过分析我国中小企业的营销现状分析来发现中小企业发展的问题，指出传统营销的发展瓶颈。第二章通过对网络营销的认识，结合中小企业的现状分析网络营销的优势，讨论网络营销的意义。第三章通过对网络营销实施的条件进行分析，发现目前中小企业网络营销所存在的问题。第四章从中小企业环境的改善，网络营销模式选择，网络营销平台构建，推广方法和策略等方面为中小企业的网络营销的具体实施提出建议。第五章通过对西部电子的网络营销成功案例的分析来强化论点。

关键词：中小企业；网络营销；电子商务

SMALL AND MEDIUM-SIZED
ENTERPRISE NETWORK MARKETING

Abstract

 At present, as the first international Internet media, is at an unprecedented rate in the world, the rapid development and popularization of wave, promote the development of e-commerce, the traditional Internet business model to change, manufacturers in implementing new Internet services, network marketing, so as to accept new service mode of consumers. Compared with the traditional marketing, network marketing has many advantages, but also due to various reasons and still have some ignored and insurmountable obstacle, in this opportunity and challenge under the environment of the small and medium-sized enterprises go?
 Based on theoretical analysis method based on the analysis of network marketing and the advantages of the small and medium-sized enterprises in China, analyses the current situation of the network marketing for small and medium-sized enterprises to provide the theory basis and the concrete implementation suggestion for small and medium-sized enterprises at present, and the network marketing have problems of small and medium-sized enterprises, and stripped to the network marketing indicate way. In the preface to introduce network marketing background. Text is divided into five parts. The first chapter of the small and medium-sized enterprises in China through the analysis of the situation analysis to find the marketing development of small and medium-sized enterprises, points out the problems in the traditional marketing development bottleneck. The second chapter to the network marketing through the combination of small and medium-sized enterprises, analyzing the status quo of network marketing, network marketing and discuss the advantages of meaning. The third chapter through the network marketing analysis, the implementation of the small and medium-sized enterprises that exist problems of Internet marketing. The fourth chapter from elements-driven to the improvement of the environment, the network marketing, network marketing platform choice model building, the promotion methods and strategies for small and medium-sized enterprise network marketing's concrete implementation suggestion. Chapter 5 of western electronic network marketing successful cases analysis to strengthen argument.
 
 

Keywords： Small and medium-sized enterprises  Network marketing  E-commerce

目    录

引    言 1
一、我国中小企业现状分析 2
二、中小企业进行网络营销的意义 3
（一）网络营销的特点 3
（二）企业网络营销的优势分析 4
（三）网络营销是中小企业最好的选择 5
（四）网络营销能使中小企业发展进入良性循环 5
三、中小企业网络营销存在的问题分析 6
（一）网络营销人才短缺 6
（二）网页设计缺乏个性 6
（三）缺乏完善的配送系统 6
（四）不满足网络营销的基本条件 7
四、网络营销在中小企业具体实施建议 8
（一）改善企业环境 8
（二）网络营销的模式选择 9
（三）.网络平台的构建 11
（四）中小企业的网络营销推广方法 12
（五）.中小企业网络营销策略 13
五、西部电子公司网络营销成功案例 14
结束语 18
参 考 文 献 19