网络营销现状分析.docVIP

网络营销现状分析 摘要 中小企业日益成为国民经济重要组成部分，为国民经济发展贡献了巨大力量。在营销手段日益多样化的今天，找到适合中小企业的营销方式，为其更好更快的盈利成为了当务之急。互联网技术手段日益完善、互联网经济的兴起为中小企业提供了平台，利用好网络营销将在新一轮竞争中为中小企业博得一席之位。 然而中小企业由于资金缺乏、管理人员素质不高等原因难以与大企业在网络营销中心匹敌，其现状也存在了诸多问题。本文首先研究网络营销的概念、优势、功能，提出进行网络营销的必要性，其次结合我国中小企业发展现状、特点、问题等提出优化思路，最后采用实证研究的方法具体剖析XX企业网络营销现状，希望能为中小企业网络营销提供帮助。 关键词：中小企业；网络营销；优化思路 STUDY ON THE CURRENT SITUATION OF MEDIUM AND SMALL-SIZED COMPANY’S NETWORK MARKETING ABSTRACT As an important part of the national economy, medium and small-sized company has been a powerful contribution to the whole economy. Nowadays there are diversified marketing methods appearing, to find the proper marketing method for medium and small-sized company has become a emergent way for its economic growth. With the development of network technology and network economy, medium and small-sized are given the right opportunity and platform to seek a rapid growth in network marketing. Whether to take the best time has become the key factor to win in the new round of competition. While the lack of capital and the low level of management knowledge of the operational staff are the main barrier in its competition with the big company, therefore bring in many current problems. This article firstly analyses the definition, advantages, functions of network marketing, also comes up with the necessity of this new marketing trend. Then, according to the current situation of mediu m and small-sized company, along with its characteristic and problems, we try to bring up the optimized ways. Last, we take an example to discuss the specific operation method, hoping to help more companies. Key words: medium and small-sized company；network marketing；optimized method 目录 1 绪论…..………………………………………………………………………….................1 1.1 研究背景与意义….………………………………………………………...................1 1.2 研究内容与方法….…………………………………………………………………. .2 1.3文献综述..….………………………………………………………………..................2 2 中小企业网络营销概述…...……………………………………………………………....5 2.1中小企业网络营销应用分布情况..…………………………………………………...9 2.2中小企业