河南省中小企業病毒式營銷研究

市場營銷論文編號:YX066 論文字數:13103,頁數:21

 目  錄
1引言 1
1.1  選題的背景 1
1.2  研究的目的和意義 1
1.3 文獻綜述 2
1.4 研究的內容和方法 4
2 河南省中小企業發展現狀 5
2.1 態勢總體平穩問題不容忽視 5
2.2 融資貸款難問題進一步加劇 5
3 病毒式營銷 6
3.1病毒式營銷的概念 6
3.2 病毒式營銷的特點 6
3.3病毒式營銷的基本要素 7
4 中小企業在運用病毒式營銷過程中存在的問題 7
4.1 我國中小企業網絡營銷發展現狀及問題 7
4.2 我國中小企業開展網絡營銷的有利因素分析 11
4.3 我國中小企業開展病毒式營銷的問題 12
5 提升中小企業營銷能力對策分析 13
結束語 16
致  謝 17
參考文獻 18

摘  要

 我省中小企業的營銷方法有待改進、營銷創新動力不足、營銷戰略缺乏理性、營銷人才相對不足,應該從營銷文化、營銷管理體系、營銷發展戰略、營銷組織團隊等四個方面提升中小企業的營銷能力。中小企業的持續發展問題是目前理論界研究的熱點問題，按企業生命周期理論可大致將中小企業的生命歷程劃分為生長、成長、成熟、衰退4個時期，而中小企業的持續穩定健康發展最為關鍵的是成長期，成長期的戰略選擇決定了中小企業的發展存亡，而病毒式營銷可快速達到宣傳企業信息的目的，本文主要針對病毒式營銷的特點、原則、如何使用等內容展開討論，指出了在中小企業中如何運用病毒式營銷及其影響和其在中小中存在的問題，并提出了解決方案�！�
 
關鍵詞  河南省/中小企業/病毒式營銷/網絡營銷/營銷策略

                 
Study of viral marketing for SMEs in Henan Province

Abstract

 Small and medium enterprises in our province could be improved marketing methods, marketing, innovation and power shortage, the lack of a rational marketing strategy, marketing, human resources are relatively insufficient, it should be from a marketing culture, marketing management system, marketing strategy, marketing organizations to enhance the team four aspects of marketing for SMEs capacity. Aspects of sustainable development of SMEs is a hot issue in the study of the theory, according to corporate life cycle theory can be broadly divided into life processes of SMEs in the growth, growth, maturity, decline four times, while the sustained and stable and healthy development of SMEs in the most The key is growth,
 Growth stage of the strategic choice determines the survival of the development of SMEs, while the viral marketing can quickly achieve the promotional and corporate information purposes, this article aimed at the characteristics of viral marketing, principles, etc. to discuss how to use that in the SMEs how to use viral marketing and its impact and its use in small problem and propose a solution.

KEY WORDS  enterprises in Henan Province， small and medium， viral marketing， network marketing， marketing strate