中小企业网络营销研析__MBA课程论文.docVIP

摘 要 21世纪是个信息化的时代，网络技术的发展以及应用改变了人们信息接受和分配方式，可以说网络的触角已经到了人们生活的每个角落。企业也利用网络新技术来改变经营理念、经营组织、经营方式。网络营销正是适应网络技术发展和网络时代社会变革的新生事物，已经成为众多企业特别是中小企业的营销策略。网络营销最大的特点就是使“小企业变大，大企业变小”，由于网络营销的低成本，无论大小企业都能让自己的产品最大幅度的覆盖市场。又由于当今网络的普及性，再大企业的点滴变化都难以逃过消费者的眼睛。虽然在网络中有许多不确定的因素，但是企业界与学术界都承认网络营销将会是未来网络经济中最具潜力的、更有广泛适用性的发展方向。网络营销已经成为企业营销战略非常重要的组成部分，对于一些中小企业甚至已成为了主要的营销模式。本文从网络营销的概念和内涵出发，分析了我国中小企业的网络营销现状，指出了我国中小企业发展网络营销的存在的问题，并提出了解决对策与方法。 关键词 网络营销；中小企业；市场营销；对策  ABSTRACT 21st century is an era of information when people’s receiving and distributing ways of information has been changed by the development and application of network technology. It may say that，the network has already come to every corner of people’s life. Enterprises also new network technology，of network to change management idea，management organization and mode of operation. It is network marketing that the development of network technology and social transformation in this network times，which has already become the marketing strategy of many enterprises，especially those medium and small-sized enterprises. The biggest characteristic of network marketing is to make “small enterprises become big and big ones”. No matter what a big or small enterprises can make its own products to cover the market at the biggest range，owing to the low cost of network marketing.no matter how big the enterprise is，its few changes are hard to escape the consumers’ eyes because of the popularization of nowadays network. Although there many uncertainness in network，business and academic circles both admit that network marketing will be the most potential and more widely applicable direction of development in the future network economy. Network marketing has already been a very significant component of business marketing strategy and even a major mode of marketing for some medium and small-sized enterprises. From the perspective of the conception and connotation of network marketing，analyses the current situations of network marketing in Chinese medi