我国中小型企业网络营销发展策略初探
摘要
网络营销指国际互联网营销.本文主要讨论狭义的网络营销,将其界定为借助于互联网来更有效地满足顾客需求和欲望,完成市场研究、营销传播、产品销售、货款支付、售后服务等营销环节，从而实现企业营销目标的一种手段。
中小企业一般是指规模较小的或处于创业阶段和成长阶段的企业，包括规模在规定标准以下的法人企业和自然人企业。本文分析了我国中小企业的发展现状，指出了其在国民经济中的重要地位，并在此基础上从国内外网络营销的研究现状、指出其在国民经济中的重要地位。并在此基础上从国内外网络以下的研究现状、网络时代中下企业的生存环境、中小企业网络营销与传统营销方式的比较。
在认真分析中国中小企业网络营销的现状及问题，中小企业开展网络营销所面临的障碍的基础上，本文提出了中国中小企业网络营销的具体方法和策略。
关键字：网络营销 中小企业 营销策略
ABSTRACT
Cyber marketing has the broad meaning and narrow meaning according to the realizing means. The former refers to the marketing activities carried out by the enterprises via all the computer nets, while the latter only refers to the internet marketing, this paper mainly discusses the narrow cyber marketing, which is defined as the means to effectively satisfy the customer’s needs, complete the market research, marketing dissemination, production sale, loans payment and after-sale service and to realize the marketing aim of the enterprises.
Minor enterprises refers to the ones which have small scale or in initial stage of undertaking and growing up, including the corporation, enterprises and natural enterpeises which are below the standard. Minor enterprises here refer to the ones which have the broad meaning. The paper analyses the current situation of our national minor enterprises. On the basis of analysis, the paper summaries the research meaning from the following four aspects, namely, the current situation of the home and abroad cyber marketing, the survival environment of the minor enterprises in internet age, the comparison between minor enterprises cyber marketing with traditional marketing means and the cyber marketing difference between minor enterprises and major enterprises.
The paper puts forward the concrete methods and strategies of national minor enterprises cyber marketing on the basis of analyzing the current situation of our minor enterprises and analyzing the barriers minor enterprises facing.
Key words: cyber marketing minor enterprises marketing strategy
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