中小企业实施网络营销策略研究--以烨鑫LED工矿灯公司为例

摘  要

近十多年来，随着我国国民经济和社会生活的全面发展，中小企业作为一个市场群体在其中扮演了重要角色，发挥了重要作用。中小企业作为我国工商企业最主要的形态，是我国企业税金的重要来源，推动了经济发展和社会就业。为顺应时代发展，中小企业纷纷迈入电子商务领域，然而由于网络营销不到位出现了一些弊端和隐患。本文以此为切入点，首先从理论出发，介绍了文献研究成果、基本理论基础等，并且结合实际数据揭示中小企业及其网络营销现状。其次，运用SWOT分析方法，研究得出中小企业开展网络营销面临较大发展机遇，但同时劣势明显。因此中小企业应该采取主动型策略，通过转变思想、提高管理水平等措施进行。本文研究提高了本人分析和解决问题的能力，有利于中小企业电子商务的繁荣发展。

关键词：网络营销，中小企业，应用，电子商务，SWOT

Abstract

In the last decades, with the overall development of our national economy and social life, small and medium enterprises play an important role as a market group in which play an important role in the development of China's national economy and social life. Small and medium-sized enterprises as the main form of industrial and commercial enterprises in China, is an important source of corporate tax in our country, to promote economic development and social employment. In order to conform to the times development, small and medium-sized enterprises have entered the field of e-commerce, however, due to the network marketing is not in place, there are some disadvantages and hidden dangers. Taking this as the starting point, this paper firstly introduces the research results and the basic theoretical basis of the theory, and reveals the current situation of small and medium-sized enterprises and their network marketing with the actual data. Secondly, the use of SWOT analysis method, research and development of small and medium enterprises to carry out network marketing is facing greater development opportunities, but at the same time, the disadvantage is obvious. So small and medium-sized enterprises should take the initiative strategy, through the change of ideas, improve the management level and other measures. The research of this paper improves the ability of analyzing and solving problems, which is conducive to the prosperity and development of small and medium sized enterprises.

Key Words: Network Marketing, Small and Medium Sized Enterprises, Application, E-Commerce, SWOT  

目录

一、 引言 5

1 网络营销的定义 5

2.烨鑫LED工矿灯公司介绍 5

3.研究意义 6

二国内外研究现状 6

1.国内研究现状 6

2.国外研究现状 7

三烨鑫LED工矿灯公司在网络营销中出现的问题 7

1.与大品牌相比无法突出产品优势 7

2.价格优势体现得不够明显 8

3.专业人才缺乏，忽视了网络推广的重要性 8

4.企业网络营销过程中服务意识欠缺 8

四解决中小型LED灯具企业网络营销问题的对策建议 8

1.满足顾客的个性化需求 8

2.适当利用低价策略，提高市场占有率 9

3.引进专业型人才，正确实行网络推广 9

4.提高客服服务意识，构建良好的消费环境 10

结语 10

参考文献 11