中小企業(yè)網(wǎng)絡(luò)營(yíng)銷之路

論文編號(hào):KJ793  論文字?jǐn)?shù):15476,頁(yè)數(shù):16

中小企業(yè)的網(wǎng)絡(luò)營(yíng)銷之路

摘    要

 目前,作為第五大媒體的國(guó)際互聯(lián)網(wǎng),正以前所未有的速度在世界各國(guó)廣泛，迅速地發(fā)展和普及，信息化的浪潮推動(dòng)了電子商務(wù)的發(fā)展，互聯(lián)網(wǎng)促使傳統(tǒng)商業(yè)模式發(fā)生變化，廠商在互聯(lián)網(wǎng)上實(shí)施新的服務(wù)方式，網(wǎng)絡(luò)營(yíng)銷因此成為促使消費(fèi)者接受新的服務(wù)方式的有效手段。與傳統(tǒng)營(yíng)銷方式相比，網(wǎng)絡(luò)營(yíng)銷具有眾多的優(yōu)越性，但同時(shí)由于種種原因而仍然有一些不可忽視又難以逾越的障礙，在這種機(jī)遇和挑戰(zhàn)并存的環(huán)境下中小企業(yè)何去何從？
 本文采用理論分析方法通過(guò)對(duì)網(wǎng)絡(luò)營(yíng)銷的優(yōu)勢(shì)分析以及對(duì)我國(guó)中小企業(yè)的現(xiàn)狀的分析，為中小企業(yè)進(jìn)行網(wǎng)絡(luò)營(yíng)銷提供了理論依據(jù)和具體的實(shí)施建議，并對(duì)目前中小企業(yè)的網(wǎng)絡(luò)營(yíng)銷所存在的問(wèn)題進(jìn)行剝析，給中小企業(yè)的網(wǎng)絡(luò)營(yíng)銷指明出路。
 本文前言介紹網(wǎng)絡(luò)營(yíng)銷出現(xiàn)的背景。正文分五個(gè)部分。第一章通過(guò)分析我國(guó)中小企業(yè)的營(yíng)銷現(xiàn)狀分析來(lái)發(fā)現(xiàn)中小企業(yè)發(fā)展的問(wèn)題，指出傳統(tǒng)營(yíng)銷的發(fā)展瓶頸。第二章通過(guò)對(duì)網(wǎng)絡(luò)營(yíng)銷的認(rèn)識(shí)，結(jié)合中小企業(yè)的現(xiàn)狀分析網(wǎng)絡(luò)營(yíng)銷的優(yōu)勢(shì)，討論網(wǎng)絡(luò)營(yíng)銷的意義。第三章通過(guò)對(duì)網(wǎng)絡(luò)營(yíng)銷實(shí)施的條件進(jìn)行分析，發(fā)現(xiàn)目前中小企業(yè)網(wǎng)絡(luò)營(yíng)銷所存在的問(wèn)題。第四章從中小企業(yè)環(huán)境的改善，網(wǎng)絡(luò)營(yíng)銷模式選擇，網(wǎng)絡(luò)營(yíng)銷平臺(tái)構(gòu)建，推廣方法和策略等方面為中小企業(yè)的網(wǎng)絡(luò)營(yíng)銷的具體實(shí)施提出建議。第五章通過(guò)對(duì)西部電子的網(wǎng)絡(luò)營(yíng)銷成功案例的分析來(lái)強(qiáng)化論點(diǎn)。

關(guān)鍵詞：中小企業(yè)；網(wǎng)絡(luò)營(yíng)銷；電子商務(wù)

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    錄

引    言 1
一、我國(guó)中小企業(yè)現(xiàn)狀分析 2
二、中小企業(yè)進(jìn)行網(wǎng)絡(luò)營(yíng)銷的意義 3
（一）網(wǎng)絡(luò)營(yíng)銷的特點(diǎn) 3
（二）企業(yè)網(wǎng)絡(luò)營(yíng)銷的優(yōu)勢(shì)分析 4
（三）網(wǎng)絡(luò)營(yíng)銷是中小企業(yè)最好的選擇 5
（四）網(wǎng)絡(luò)營(yíng)銷能使中小企業(yè)發(fā)展進(jìn)入良性循環(huán) 5
三、中小企業(yè)網(wǎng)絡(luò)營(yíng)銷存在的問(wèn)題分析 6
（一）網(wǎng)絡(luò)營(yíng)銷人才短缺 6
（二）網(wǎng)頁(yè)設(shè)計(jì)缺乏個(gè)性 6
（三）缺乏完善的配送系統(tǒng) 6
（四）不滿足網(wǎng)絡(luò)營(yíng)銷的基本條件 7
四、網(wǎng)絡(luò)營(yíng)銷在中小企業(yè)具體實(shí)施建議 8
（一）改善企業(yè)環(huán)境 8
（二）網(wǎng)絡(luò)營(yíng)銷的模式選擇 9
（三）.網(wǎng)絡(luò)平臺(tái)的構(gòu)建 11
（四）中小企業(yè)的網(wǎng)絡(luò)營(yíng)銷推廣方法 12
（五）.中小企業(yè)網(wǎng)絡(luò)營(yíng)銷策略 13
五、西部電子公司網(wǎng)絡(luò)營(yíng)銷成功案例 14
結(jié)束語(yǔ) 18
參 考 文 獻(xiàn) 19