中小型企业网络营销策略研究

中小型企业网络营销策略研究(论文22000字)
摘要
在信息经济条件下，企业产品功能趋同化，产品的品类趋于多样化，传统的市场营销方式限制了中小企业的发展，企业的生存空间正逐步从传统市场转向网络营销市场。此外，消费者的消费主动性增强，个性化消费逐渐成为消费的主流，消费者希望购买个性化的产品及服务，甚至要求企业提供个性化的定制服务。因此，互联网技术的飞速发展、虚拟市场的形成和消费者需求观念的变化促使了网络营销在企业的生产运作中扮演着越来越重要的作用。
本文在总结前人已有的研究成果的基础上，通过调查问卷的方式，了解用户的网络购物的习惯与特点，从用户体验的角度，来说明企业在开展网络营销时应该注意的营销策略与方法。最后，选取南京零号线有限公司为例，通过深入研究其在网络营销方面存在的不足之处，并对其营销方式与策略的改进提供参考意见。本文讨论了以下几个方面的问题，并得到了相关的结论：
信息技术的发展为中小企业提供了机遇，也带来了挑战。企业想要顺利的进入市场就要有一个明确的市场定位与明确的市场目标。在营销策略与方式的选取方面，网络营销伴随着网络出现，有着传统营销方式无可比拟的优势，网络营销策略将传统的营销战略、互联网技术、消费者消费心理等方面相结合，演绎出新的网络营销策略框架。对于中小企业其先天根基薄弱的缺陷，网络营销的低成本、效率高等特性能够很好地弥补作用。中小企业需要把握机遇，不惧挑战，通过合理的网络营销策略选择，在营销市场中良性发展。
关键词：中小企业；网络营销；营销策略

Small and medium-sized enterprise network marketing strategy research
ABSTRACT
Under the condition of information economy, the enterprise product features become assimilation, but the product category tends to be diversified. In this case, the traditional marketing way limits the development of small and medium-sized enterprises, and enterprise's survival space is gradually shifted from traditional market to online marketing. In addition, with consumer spending initiatives, personalized consumption has gradually become the mainstream of consumption, consumers want to buy personalized products and services, or even require companies to provide personalized custom services. As a result, the rapid development of Internet technology, the formation of the virtual market and consumer demand changes urge the network marketing to play a more and more important role in the enterprise production operation.
On the basis of existing research results, this article learns the user's network shopping habits and characteristics through the way of questionnaire. Under the perspective of the user experience, this article shows what the enterprises should pay attention to in developing network marketing strategy and methods. Finally, this article selects line0 as an example, learns its deficiencies in network marketing through in-depth study, and provides the reference of the marketing methods and strategies improvement. This article discusses the following issues, and relevant conclusions are obtained:
The development of information technology for small and medium-sized enterprises is opportunity, also brought challenges. It is necessary for Enterprise to smoothly enter the market having a clear market positioning and a clear target market. In the aspects of selection of marketing strategies and methods, as the network marketing appearing with the network, the network marketing compared with the traditional marketing way has the incomparable advantage. Network marketing strategy combing the traditional marketing strategy, internet technology, consumer consumption psychology, deduces a new network marketing strategy framework. For small and medium-sized enterprise, the network marketing’s low cost and high efficiency features is able to make up for its congenital defects of the weak basis. Small and medium-sized enterprises need to seize the opportunities, and seek a good development in the marketing through the selection of reasonable network marketing strategy.

KEY WORDS：small and medium enterprise；E-marketing；Marketing Strategy

 
目录
摘要    I
ABSTRACT    II
第一章 绪论    1
1.1 研究背景    1
1.2 国内外研究现状    1
1.2.1 国内研究现状    1
1.2.2 国外研究现状    2
1.3 研究的目的与意义    2
1.4 研究的内容和方法    3
第二章 文献综述    6
2.1 市场定位    6
2.1.1 市场定位的定义    6
2.1.2 市场定位的方法和原则    6
2.2 网络营销概述    8
2.2.1 网络营销的定义    8
2.2.2 网络营销的方法    9
2.2.3 市场定位对网络营销的意义    11
2.2.4 网络营销的策略    12
2.3 调查分析方法    13
第三章 中小型企业网络营销概述    15
3.1 中小企业概述    15
3.2 中小型企业网络营销现状分析    15
3.3 中小企业网络营销策略影响因素分析与选择    16
3.3.1 中小企业行业环境分析    16
3.3.2 中小企业网络营销策略影响因素分析    17
3.3.3 中小企业网络营销策略选择    18
第四章 中小型企业网络营销调查分析    19
4.1问卷设计    19
4.2 问卷发放与回收    20
4.3 统计分析    20
4.3.1 客户基本信息的统计分析    20
4.3.2 企业开展网络营销前的营销规划统计分析    21
4.3.3 网站信息体验设计问题统计分析    25
4.3.4 客户对网购的期望统计分析    27
第五章 以“零号线”为例分析其网络营销策略    29
5.1 “零号线”目前网络营销的状况分析    29
5.2 “零号线”网络营销策略的建议    32
结论    35
参考文献    36
附录一：2011年我国企业规模划分标准    38
附录二：用户网上购物体验调查问卷    39
附录三：问卷的发放方式    41
致谢    42