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| 中小企业开展网络营销策略 【摘要】：随着市场经济的高速发展和互联网计算机技术的应用普及， 越来越多的社会经济活动活跃于网络， 而各行业企业也逐渐意识到互联网上存在的巨大的市场空间。 在市场发展趋势的引导下，网络营销逐渐引起各企业重视。 但当前中小型企业在开展网络营销活动过程中，更面临着资金，技术， 人才等多重制约因素的限制。 部分中小型企业因缺乏正确的网络营销指导而导致营销失败， 以至于不得不退出网络市场。 因此，在本文中，笔者将详细阐述当前网络营销的具体特征， 并在整合网络营销必要性的基础上，对中小企业网络营销面临的问题进行具体分析， 并提出针对性改善策略，为我国中小型企业正确开展网络营销活动提供参考意见。 关键词：中小企业； 网络营销； 营销策略 Abstract With the rapid development of market economy and the popularization of Internet computer technology, more and more social and economic activities are active in the network, and enterprises in various industries are gradually aware of the huge market space on the Internet. Under the guidance of market development trend, network marketing has gradually attracted the attention of enterprises. However, in the process of carrying out network marketing activities, small and medium-sized enterprises are faced with multiple constraints such as capital, technology and talents. Some small and medium-sized enterprises have to withdraw from the network market due to the lack of correct network marketing guidance. Therefore, in this paper, the author will elaborate the specific characteristics of the current network marketing, and on the basis of the necessity of integrating network marketing, make a specific analysis of the problems faced by the network marketing of small and medium-sized enterprises, and put forward targeted improvement strategies, so as to provide reference for the correct development of network marketing activities of small and medium-sized enterprises in China. Key words：Small and medium-sized enterprises; network marketing; marketing strategy 目录 引言 5 一、网络营销概述 6 （一）网络营销定义及内涵 6 （二）网络营销特征 6 二、中小企业开展网络营销的必要性 7 （一）提高客户满意度 7 （二）减少企业运营成本 7 （三）便于企业获取信息 7 （四）增强营销针对性 8 三、当前中小企业网络营销的主要问题 8 （一）缺乏对网络营销的正确认知 8 （二）网络营销精准度不足 8 （三）缺少专业网络营销人才 9 （四）网络基础设施及营销保障机制仍待完善 9 （五）网站建设尚待创新 9 四、中小企业开展网络营销的策略分析 10 （一）加深对网络营销的正确认知 10 （二）对网络营销进行科学精准定位 10 （三）构建契合企业发展需求的网络平台 10 （四）通过校企合作加强人才队伍建设 11 （五）建立健全企业网络营销机制 11 结语 11 参考文献： 11 |
