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TheResearchofChineseSmallandMedium-sizedEnterpriseNetworkMarketingStrategiesI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IIAbstractThispapermainlyinvestigateonthehistoryanddevelopmentofnetworkmarketingandanalysisofthebasicsituationofChina’sInternetusersandthesituationofInternetapplicationsinsmallandmediumenterprisewhichcandistinguishsmallandmediumenterpriseandthedefinitionofNetworkMarketingrespectively．Thispaperdiscussesthefollowingseveralaspectsofthetopic，andhasbeenrelatedtotheconclusions：Undertheeconomicconditionsinthenetworkmarketingnetworkhasitsowncharacteristies，andcomparedwithtraditionalmarketingshowsthatthemorewidespread，real-time，theeconomy，suchasinteractivefeatures．Existingnetworkmarketingtheorycomesfromthetraditionalmarketingtheory：integratedmarketingtheory,marketingtheoryandsoftDirectmarketingtheory,thesetheoriesfromthemarketingstrategyandIntemettechnologies，thecombinationofchangesintrendsandconsumerpsychologyDirectmarketing,andotheraspectsofinterpretationandthecreationofanewnetworkmarketingtheoreticalframework．Networkmarketinggreatlyintheirdevelopment，frommarketingstrategy,Promotionstrategyandothermattersoftraditionalmarketinghavealotofinfluence．SmallandmediumenterpriseinChinaoccupiesapivotalposition，theadventoftheIntemetagehasprovidedopportunitiesforsmallandmediumenterprise，butalsoachallenge，atthisstage，duetoweakInteractinfrastructure，enterpriseandconsumertraditionalconceptoftheshacklesoftraditionalmarketing，thelowlevelofNetworkmarketingandtraditionalmarketingdetachedfromtheenterprisenetworkmarketinglackofpersonnel，theorganizationalstructureofobstaclessmallandmediumenterprise，thelow1eveloflogisticsanddistribution，theruleoflawimmaturecreditenvironment，andotherfactorsinChina'ssmallandmediumenterprisesinthenetworkmarketing．Accordingtotheprincipleofnetworkmarketing，withtheactualsituationinChina'ssmallandmediumenterprises，thispaperpresentsoursmallandmediumIIIenterprise，inlinewiththegovernmentstrategy，corporatestrategy，networksecuritystrategy，aswellassmallandmediumenterprisestoestablishsocialnetworksstrategy．China’snetworkmarketingasawhole，therearecertaingapswiththedevelopedcountries，isstillinanearlystageofdevelopment．China'sonlinemarketingneedsofsmallandmediumenterpriseinthegovemmentandenterprisesofvariousfactorssuchasthecoordinateddevelopment，tocreateagoodnetworkmarketingenvironmenttofacilitatemarketingnetworkinChina’shealthyandstabledevelopment．Keywords:smallandmediumenterpriseE-marketingmarketingstrategysocialnetworkIV目录摘要······························································································IAbstract··························································································II绪论······························································································11我国中小企业网络营销的概述··························································31.1中小企业概况·············································································31.2网络营销概况·············································································32我国中小企业网络营销现状·····························································52.1网络建设稳步发展·······································································52.2传统销售渠道仍占主导·································································52.3网络广告市场高速发展·································································52.4网络营销环境日益成熟·································································62.5会员制营销广泛应用····································································62.6网络营销新概念层出不穷······························································63制约我国中小企业网络营销发展的主要问题········································83.1外界因素···················································································83.1.1信用环境不完善········································································83.1.2法律法规体系不健全··································································83.1.3互联网基础设施建设薄弱，地区发展不平衡···································93.1.4物流配送水平低下·····································································93.1.5网络营销人才的建设与培养不力··················································93.2中小企业自身问题·······································································93.2.1在网络营销中投入力度小，结构不合理·········································93.2.2盲目开展网络营销，急功近利·····························错误!未定义书签。3.2.3