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中小企业网络营销的应用策略研究

A Study of Application Strategy of SME Network Marketing

当今世界经济正以势不可挡的趋势朝着全球市场一体化、企业生存数字化、商业竞争国际化的方向发展。

Nowadays, world economy unstoppably develops towards the direction of global market integration, enterprise survival digitalization, business competition international.

新的经济发展趋势要求新时期的营销手段必须满足市场发展的需要，满足以客户需求为核心的当代市场经济的要求。

The new economic development trend requires that marketing tools of new period must meet the needs of market development and modern market economy whose core is customer demands.

经济的发展，技术的突进带来了新的营销理论:网络营销。

Economic development and technological progress have brought new marketing theory: network marketing.

网络营销带给中小企业新的机遇与挑战。

Network marketing brings new opportunities and challenges to SMEs.

中小企业在我国的经济发展中具有重要地位，发挥着重要作用，加强中小企业网络营销策略的研究己是时代所需。

SMEs have an important position and play an important role in China's economic development, therefore strengthening SME network marketing strategy is the need of the time.

中小企业在我国占有较大的比例，缓解了就业压力。中小企业也认识到网络营销是企业营销的必然趋势，一些中小企业积极开展了网络营销，其效果总是未能如愿。SMEs take a large proportion in China and ease the employment pressure. SMEs also recognize that marketing is an inevitable trend of enterprise marketing and some of them actively carry out the marketing networks, but it does not do well.

目前，我国企业网络营销现状堪忧，中小企业尤其如此。

At present, status of China's enterprise, particularly SME, network marketing remains depressingly.

对于如何推进我国的企业网络营销，很多专家学者见仁见智，提出了很多观点，但对于中小企业如何发展网络营销的研究较少，尤其需要关注。

On how to promote China's enterprise network marketing, many experts and scholars elicit different opinions, putting forward many views, but study less on how to develop the SME network marketing which should be paid particular attention.

本文对中小企业和网络营销的定义进行了界定，以网络营销特点和中小企业自身特质为出发点，指出开展网络营销是中小企业的必然选择。

This paper delimits the definition of small and medium enterprises and network marketing, and using the features of network marketing and qualities of SME as the starting point, points out that network marketing is a natural choice of SME.

对我国中小企业网络营销的现状和面临的问题进行了分析，根据网络营销的原理，结合我国中小企业的现实状况，提出了适合我国中小企业网络营销的策略，希望能为中小企业网络营销的有效开展提供帮助和建议。

in accordance with the principles of network marketing, with the actual situation of China's SME, the status of network marketing and the problems China's SME faced are analyzed, network marketing strategy suited to China's SME is proposed, hoping to provide help and advice to effectively progressing network marketing for SMEs.

中小企业 网络营销 营销策略

SME network marketing marketing strategy

INTERNET With computer technology and the rapid development of the concept of time and space, the concept of the consumer market and the nature of Dengjie market has undergone profound changes, network marketing came into being. The network also promoted the birth of e-commerce, the rapid development of the network economy. Network marketing companies have therefore become an essential means of market and become the inevitable trend of corporate marketing. Network marketing of traditional marketing model of a certain impact, but also to the SMEs of certain opportunities. This paper analyses the characteristics of the network marketing, analysis of China's SMEs to network marketing of the favorable factors, the status quo, the existing problems on the network marketing to bring the competitive advantages of small and medium enterprises, SMEs in China by the network marketing strategy, from a strategic Analysis of the height of China's SMEs combat the specific network marketing strategy.

随着计算机技术和INTERNET的迅速发展，时间和空间的概念、消费者的概念、市场的性质和市场行为等皆发生了深刻变化，网络营销应运而生。网络的诞生也推动了电子商务、网络经济的飞速发展。网络营销也因此成为企业角逐市场的必备手段，成为企业营销的必然趋势。网络营销对传统营销模式造成了一定的冲击，同时也给中小企业带来的一定的机遇。本文分析了网络营销的特点，分析了我国中小企业开展网络营销的有利因素、现状、存在的问题，论述了网络营销给中小企业带来的竞争优势，提出了我国中小企业网络营销战略，从战略的高度分析了我国中小企业网络营销实战的具体策略。

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