对我国中小型企业网络营销问题的探讨 (5)

对我囯中小型企业网络营销问题的探讨

摘要：基于时代的变迁、网络时代的到来，环顾中国网络营销，正在将传统的营销转向网络营销的关键时期。中国的中小企业大多数有资金短缺和人力资源短缺等等很多问题，从而导致他们难以生存下来。网络营销与传统营销的实际操作方法和营销策略有很大的不同，网络营销可以帮助小企业，打破时间和空间的限制，从而达到降低成本的最终目的。在互联网平台上逐步形成自己的优势。从而缩短自己和其他大型公司的距离，从而积累自己的资本，形成自己独特的优势。本文以兰森公司为案例，分析了兰森公司网络营销的现状，并针对兰森公司网络营销管理中存在的问题，建立了网络营销战略的过程和结论。

关键词：中小企业；网络营销；营销策略

Abstract: Based on the changes of The Times and the arrival of the network era, China's network marketing is turning the traditional marketing to the key period of network marketing. Most of the small and medium-sized enterprises in China have many problems, such as shortage of capital and human resources, which makes it difficult for them to survive. Network marketing is very different from the traditional marketing methods and marketing strategies. Network marketing can help small businesses to break the time and space restrictions, so as to achieve the ultimate goal of reducing costs. Gradually form their own advantages on the Internet platform. To shorten the distance between themselves and other large companies, so as to accumulate their own capital and form their own unique advantages. Taking lansen company as an example, this paper analyzes the current situation of network marketing of lansen company, and establishes the process and conclusion of network marketing strategy in view of the problems existing in the network marketing management of lansen company.

Key words: small and medium-sized enterprises; Network marketing; The marketing strategy

目  录

一、绪论1

二、兰森公司网络营销现状分析1

（一）兰森公司简介1

（二）兰森公司网络营销现状2

三、兰森公司网络营销存在问题分析3

（一）未充分考虑消费者需求3

（二）价格缺乏竞争优势4

（三）渠道营销方式单一5

（四）促销效果不明显6

四、中小型企业网络营销优化策略7

（一）深化对网络营销的认识7

（二）加大对网络营销人员的培养8

（三）完善网络技术，加强技术研发8

（四）加强基础网络设施建设8

结论9

参考文献10