中小企业网络营销策略研究.doc

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学生毕业设计（论文）

题目中小企业网络营销策略研究

作者

院 (系)

专业

指导教师

答辩日期年月日

学号

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摘要

摘要

21世纪以来，互联网已经彻底的改变了人们的生活方式，同时在商业方面也促成了巨大的变革。网络营销走在了营销发展的最前端，对于中小型企业，网络营销既给企业带来了发展机遇，同时也给予企业的发展模式带来了不小的挑战。在未来的发展过程中，如果中小企业可以把握好网络营销这个营销手段，那么企业才能立足长远，长久不衰。

本文首先阐述了网络营销在国内外的研究现状，接下来介绍一些关于网络营销的相关理论，介绍了市场营销、网络营销和具体的网络营销手段。接着，本文结合当今时代下社会化媒体的发展，从企业自身出发，分析中小企业应该时刻关注互联网媒体发展，时刻调整企业的网络营销手段。并通过分析我国中小企业网络营销现状，寻找出中小企业网络营销发展的制约因素。最后笔者通过对榆林市的两家企业的网络营销案例分析，总结其成功的经验，说明网络营销对于中小企业发展的必要性，中小企业利用符合自身情况的网络营销手段，可以使中小企业既保证在产品本身资金投入稳定和保证产品质量时，又可以扩大宣传范围，增大客户辨识度，寻找潜在客户，增加企业收入，进而为企业的发展保驾护航。

关键词：中小企业；网络营销；市场营销

ABSTRACT

ABSTRACT

Since the 21st century, the Internet has become one of the necessities of modern people's life, but also completely changed people's way of life, at the same time in the business also contributed to a huge change. Network marketing in the forefront of the development of marketing, for small and medium enterprises, network marketing not only to the development opportunities for enterprises, but also to give enterprises the development model has brought no small challenge. In the future development process, if the small and medium enterprises can grasp the marketing of this marketing means, then the enterprise can be based on long-term, long-lasting.

This paper first describes the status of network marketing research in domestic and abroad, then introduce some of the relevant theory of network marketing, introduced the marketing, network marketing and specific means of network marketing. Then, based on the development of social media in the present era, this paper analyzes the development of Internet media from the enterprises themselves, and analyzes the small and medium-sized enterprises should always pay attention to the network marketing methods of enterprises. And through the analysis of China's small and medium-sized enterprise network marketing status, to find out the development of small and medium-sized network marketing constraints. Finally, the author through the Yulin City, two companies in the network marketing case analysis, summed up its successful experience, that the development of small and medium-sized network marketing for the need for small and medium-sized to use their own network of marketing means, can make small and medium enterprises to ensure that In the product itself, capital investment and stability to ensure product quality, but also to expand the scope of publicity, increase customer identification, to find potential customers, increase business income, and then for the development of enterprises escort.

Key words: Small and medium enterprises, Internet Marketing, Marketing