對我國中小型企業網絡營銷問題的探討 (7)

XCLW48784  對我國中小型企業網絡營銷問題的探討 (7)  (字數：6987)

摘要：基于時代的變遷、網絡時代的到來，環顧中國網絡營銷，正在將傳統的營銷轉向網絡營銷的關鍵時期。中國的中小企業大多數有資金短缺和人力資源短缺等等很多問題，從而導致他們難以生存下來。網絡營銷與傳統營銷的實際操作方法和營銷策略有很大的不同，網絡營銷可以幫助小企業，打破時間和空間的限制，從而達到降低成本的最終目的。在互聯網平臺上逐步形成自己的優勢。從而縮短自己和其他大型公司的距離，從而積累自己的資本，形成自己獨特的優勢。本文以蘭森公司為案例，分析了蘭森公司網絡營銷的現狀，并針對蘭森公司網絡營銷管理中存在的問題，建立了網絡營銷戰略的過程和結論。

關鍵詞：中小企業；網絡營銷；營銷策略

Abstract: Based on the changes of The Times and the arrival of the network era, China's network marketing is turning the traditional marketing to the key period of network marketing. Most of the small and medium-sized enterprises in China have many problems, such as shortage of capital and human resources, which makes it difficult for them to survive. Network marketing is very different from the traditional marketing methods and marketing strategies. Network marketing can help small businesses to break the time and space restrictions, so as to achieve the ultimate goal of reducing costs. Gradually form their own advantages on the Internet platform. To shorten the distance between themselves and other large companies, so as to accumulate their own capital and form their own unique advantages. Taking lansen company as an example, this paper analyzes the current situation of network marketing of lansen company, and establishes the process and conclusion of network marketing strategy in view of the problems existing in the network marketing management of lansen company.

Key words: small and medium-sized enterprises; Network marketing; The marketing strategy

目  錄

一、緒論 1

二、蘭森公司網絡營銷現狀分析 1

（一）蘭森公司簡介 1

（二）蘭森公司網絡營銷現狀 2

三、蘭森公司網絡營銷存在問題分析 3

（一）未充分考慮消費者需求 3

（二）價格缺乏競爭優勢 4

（三）渠道營銷方式單一 5

（四）促銷效果不明顯 6

四、中小型企業網絡營銷優化策略 7

（一）深化對網絡營銷的認識 7

（二）加大對網絡營銷人員的培養 8

（三）完善網絡技術，加強技術研發 8

（四）加強基礎網絡設施建設 8

結論 9

參考文獻 10