对我国中小型企业网络营销问题的探讨

XCLW55333  对我国中小型企业网络营销问题的探讨  (字数：7937)

摘 要

随着我国经济的快速发展，网络营销已成为我国中小企业的主要销售方式之一，其优点是前期投资少，与其他营销方式收入差别不大。同时，实现了中小企业产品的推广，促进了中小企业的发展。但是，我国中小企业的发展还存在一些问题。例如，由于社会风气的不良影响，人们的信任度下降，产生了猜疑，导致我国中小企业之间出现了各种负面现象，如企业同行之间缺乏信任、恶意的价格竞争、缺乏信任等。此外，我国中小企业的法律法规不完善，企业技术安全不达标，企业发展的外部环境差，难以持续发展。为解决网络营销存在的问题，政府需要不断完善中小企业相关法律法规，形成完善的法律体系；中小企业要从自身做起，加强培训。培养网络营销人才，提高物流速度；建立企业间安全的营销网络，相互监督，相互制约。同时，要建立网络诚信体系，加强监管，促进网络营销的积极发展。本文将理论与实践紧密结合，分析了我国中小企业网络营销发展的难点和障碍，并提出了相应的对策。这对提高我国中小企业网络营销能力具有一定的现实意义。

关键词：中小企业，网络营销，网络营销策略

Abstract

With the rapid development of China's economy, network marketing has become one of the main sales methods of small and medium-sized enterprises in China. Its advantage is that it has less investment in the early stage and has little difference with other marketing methods. At the same time, the promotion of SMEs'products has been realized and the development of SMEs has been promoted. However, there are still some problems in the development of small and medium-sized enterprises in China. For example, due to the adverse impact of social climate, people's trust has declined, resulting in suspicion, resulting in a variety of negative phenomena between SMEs in China, such as lack of trust among peers, malicious price competition, lack of trust and so on. In addition, the laws and regulations of small and medium-sized enterprises in China are imperfect, the technological safety of enterprises is not up to the standard, and the external environment of enterprise development is poor, which makes it difficult to sustain development. In order to solve the problems of network marketing, the government needs to constantly improve the relevant laws and regulations of small and medium-sized enterprises and form a perfect legal system; small and medium-sized enterprises should start from themselves and strengthen training. Train network marketing talents, improve logistics speed, establish safe marketing network among enterprises, supervise and restrict each other. At the same time, we should establish a network integrity system, strengthen supervision, and promote the positive development of network marketing. This paper combines theory with practice closely, analyses the difficulties and obstacles in the development of network marketing of small and medium-sized enterprises in China, and puts forward corresponding countermeasures. This has a certain practical significance for improving the network marketing ability of small and medium-sized enterprises in China.

Key words: small and medium-sized enterprises, network marketing, network marketing strategy

目  录

摘要................................................................I

Abstract.........................................................................................................................II

第1章 绪论1

1.1 研究背景1

1.2 研究意义1

1.3 研究的重要性1

1.3.1  开拓市场1

1.3.2 满足消费需求2

1.3.3 为经营决策提供依据2

1.4 研究思路2

第2章 相关理论基础3

2.1 网络营销3

2.2 网络营销相关理论3

2.2.1 病毒营销理论3

2.2.2 口碑营销理论3

2.2.3 长尾理论4

2.2.4 关系营销理论4

2.2.5 联合营销营销理论5

第3章 我国中小企业网络营销存在的问题6

3.1  用户自己的怀疑心理，使我国中小企业失去了信任6

3.2 中小企业产品价格竞争严重6

3.3  用户缺乏购买体验6

3.4 我国中小企业网络营销技术不安全6

3.5 我国中小企业网络营销相关的法律法规不健全7

3.6 我国中小企业外部环境欠佳7

第4章 我国中小企业网络营销的对策8

4.1 政府应该为中小企业建立健全相关的法律法规8

4.2 我国中小企业网络营销模式建立诚信体系8

4.3 我国中小企业网络营销的新模式为用户建立网络安全8

4.4 我国中小企业应该加强网络营销手段8

4.5 我国中小企业应培养网络营销人才8

4.6 我国中小企业应提高物流速度9

结 语10

参考文献11