我国中小企业网络营销策略研究

我国中小企业网络营销策略研究

系别：计算机与电子系

专业班：电子商务0701班

姓名：陈晗

学号：20071180018

指导教师：顾兵梁秀娟

2011年5月

我国中小企业网络营销策略研究

The Research of Chinese Small and Medium-sized Enterprise Network Marketing

Strategies

摘要

本文主要通过对网络营销产生的历史及发展状况的考察，通过对中国网络用户基本情况和中国中小企业互联网应用状况的分析，分别对中小企业和网络营销的定义进行了界定。本文讨论了以下几个方面的专题，并得到了相关的结论：

网络经济条件下的网络营销有它自己的特点，和传统营销比起来显现出更为广泛性、实时性、经济性、交互性等特点。现有的网络营销理论来源于传统的市场营销理论：整合营销理论、软营销理论和直复营销理论，这些理论从营销战略与互联网技术的结合、消费者心理变化趋势和直复营销等方面演绎和创造出网络营销新的理论框架。网络营销在自身得到极大发展的同时，也从营销战略、营销策略、促销策略、营销组织等方面对传统营销产生了诸多影响。

中小企业在我国占据着举足轻重的地位，网络时代的到来为中小企业提供了机遇，也带来了挑战，现阶段由于互联网基础设施建设薄弱、企业与消费者传统观念的束缚、传统营销水平低，网络营销与传统营销脱节、企业网络营销人才匮乏、中小企业组织结构的障碍、物流配送水平低下、法制信用环境不成熟等因素制约着我国中小企业网络营销的开展。根据网络营销的原理，结合我国中小企业的现实状况，本文提出了与我国中小企业相适应的政府策略、企业策略、网络安全策略、以及中小企业社会网络建立的策略，

我国的网络营销整体上来说与发达国家存在一定差距，还处于发展的初级阶段。我国中小企业的网络营销需要在政府和企业等各方面因素的协调发展下，创造良

好的网络营销环境，促使网络营销在我国健康稳定的发展。

关键词：中小企业网络营销营销策略社会网络

Abstract

This paper mainly investigate on the history and development of network marketing and analysis of the basic situation of China’s Internet users and the situation of Internet applications in small and medium enterprise which can distinguish small and medium enterprise and the definition of Network Marketing respectively．This paper discusses the following several aspects of the topic，and has been related to the conclusions：

Under the economic conditions in the network marketing network has its own characteristies，and compared with traditional marketing shows that the more widespread，real-time，the economy，such as interactive features．Existing network marketing theory comes from the traditional marketing theory：integrated marketing theory,marketing theory and soft Direct marketing theory,these theories from the marketing strategy and Intemet technologies，the combination of changes in trends and consumer psychology Direct marketing,and other aspects of interpretation and the creation of a new network marketing theoretical framework．Network marketing greatly in their development，from marketing

strategy,Promotion strategy and other matters of traditional marketing have a lot of influence．Small and medium enterprise in China occupies a pivotal position，the advent of the Intemet age has provided opportunities for small and medium enterprise，but also a challenge，at this stage，due to weak Interact infrastructure，enterprise and consumer traditional concept of the shackles of traditional marketing，the low level of Network marketing and traditional marketing detached from the enterprise network marketing lack of personnel，the organizational structure of obstacles small and medium enterprise，the low 1evel of logistics and distribution，the rule of law immature credit environment，and other factors in China's small and medium enterprises in the network marketing．According to the principle of network marketing，with the actual situation in China's small and medium enterprises，this paper presents our small and medium enterprise，in line with the government strategy，corporate strategy，network security strategy，as well as small and medium enterprises to establish social networks strategy．China’s network marketing as a whole，there are certain gaps with the developed countries，is still in an early stage of development．China's online marketing needs of small and medium enterprise in the govemment and enterprises of various factors