网络营销在我国外向型中小企业中的应用研究

网络营销在我国外向型中小企业中的应用研究(论文23000字)
摘要
随着经济全球化、世界一体化进程的加快以及计算机技术、通讯技术和网络技术的完善，世界范围内的互联网贸易逐渐地成长发展壮大起来。特别是在我国国务院13年8月份颁布的支持国际电商发展的通知，提出了六项具体意见支持国际电子商务零售的发展。作为国家重点支持和发展的战略性产业，跨境电商促进了国际市场网络营销的发展，外向型的企业一但使用网络营销该种全新营销手法，肯定将获得巨大的竞争上的优势。尤其对于在我国外向型企业中占有很大比例的中小型企业而言，在资金薄弱、专业人才的缺失、竞争激烈等不利因素的影响下，这些企业不能如同那些大型企业一样在世界各地部署下属机构，直接参与国际竞争，在国际市场直接销售产品。但是，在这些企业进军国际市场的过程中，网络营销以其成本较低、效率较高、即时性强、互动性高等特征，为中小企业提供了新的途径。网络使中小企业能够尽量不受到人力与物力的限制，向世界各地的网络市场传递产品信息，扩大产品的市场。
本文主要以我国外向型中小企业作为观察对象进行研究，以其国际市场网络营销为切入点，在整理分析国内外中小企业当前网络营销理论研究的基础上，立足于国际市场营销学，梳理现有的有关营销理论进行，努力首先精确把握当前的宏观方向上的理论研究的方向及脉搏。之后再结合我国的实际情况，采用比较分析法解读了我国外向型中小企业在国际上运用网络营销方面所面对的内外部环境，并提出各种实际出现的问题。结合具体实例，引入实际的外向型中小企业开展网络营销的事例，按照网络营销的理论，向该企业提出详细的操作过程及战略措施。最后，针对理论和实际操作中的出现的问题，从内外部环境两个方面分别提出解决或完善外向型中小企业网络营销的对策建议，通过对相关的理论和实践问题综合研究，系统地进一步深化外向型中小企业开展网络营销的框架及蓝本。
关键词：网络营销  国际市场  中小企业  外向型
 
Research on the application of network marketing in the small and medium-sized enterprises in China
Abstract
With the speeding up of economic globalization and world integration process and the improvement of the computer technology, communication technology and network technology, online transactions within the scope of the international realm grow up gradually. In August 2013, the State Council issued "the State Council forwarded the Ministry of Commerce and other departments on the implementation of support cross-border e-commerce retail export related policy advice notice", introduced six measures to support the development of cross-border e-commerce retail. As a strategic industry supported by the nation, cross-border e-commerce have promoted the development of network marketing in the international market, had the export-oriented enterprises take the advantage of this new marketing mode, they would gain greater competitive edges. Especially for small and medium enterprises that accounted for a large proportion of export-oriented enterprises in our country, which due to the intense competition, lack of funds and talents as well as other factors that can't deploy branches all over the world, sell products in the international market, participate in international competition directly like their large contemporaries. But the network marketing, with its characteristics of lower cost, higher efficiency, real-time and interaction, provides a way for the small and medium-sized enterprises to enter the international market, the internet enable them breakthrough the limitation of funds, manpower, deliver product information to a global market, expand product market.
This paper takes small and medium-sized export-oriented enterprises of our country as the research object, with its international network marketing as a starting point, on the basis of the analysis of theoretical research on domestic and foreign enterprises in the network marketing, from the perspective of international marketing, carding the existing related marketing theory, makes every effort to accurately grasp the direction and pulse of the current theoretical research on the macroscopic. And then combined with the actual in our country, uses comparative method to analyze the small and medium-sized export-oriented enterprises in our country in the aspect of international marketing environment and the status quo, extracts the realistic problems. Then from set out actually, introduces the implementation of specific examples of network marketing in the international market, adopts the norms and methods of network marketing practice to put forward concrete operation steps and strategic plans for the enterprises. Finally, aiming at the problems in the theory and practice, from the three aspects of government, association, enterprises, this paper will put forward countermeasures and suggestions on how to improve the network marketing for small and medium-sized export-oriented enterprises, through the comprehensive research on related theories and practical problems, further deepen and systematize the framework and blueprint of the network marketing development of small and medium-sized export-oriented enterprises.
Key words: E-marketing; international market; small and medium-sized enterprises; Export-oriented

目录
摘要    I
Abstract    II
第一章 绪论    1
1.1 研究背景及意义    1
1.2 主要研究内容    1
第二章 国内外网络营销研究现状    3
2.1 国外研究现状    3
2.2 国内研究现状    3
第三章 相关概念界定    5
3.1 网络营销理论综述    5
3.1.1 网络营销的概念及特征    5
3.1.2 国际网络营销的定义    5
3.1.3 国际网络营销与传统网络营销的相同点和不同点    5
3.2 外向型中小企业的概念及特征    6
3.2.1 外向型中小企业的概念    6
3.2.2 外向型中小企业的特征    8
3.3 外向型中小企业应用网络营销的必要性    8
3.3.1 走出金融危机困境的需要    8
3.3.2 降低运营成本的需要    8
3.3.3 提升管理和运作效率的需要    9
3.3.4 开拓更广阔的国际市场的需要    9
3.3.5 提高企业国际竞争力的需要    9
第四章 我国外向型中小企业应用网络营销的现状分析    11
4.1 优劣势环境分析    11
4.1.1 优势环境分析    11
4.1.2 劣势环境分析    12
4.2 存在的问题分析    12
4.2.1 外部问题分析    12
4.2.2 内部问题分析    13
第五章 解决策略    17
5.1 外部问题解决方案    17
5.1.1 尽量适应环境，积极推动环境建设    17
5.1.2 积极建设自身的网络安全环境    17
5.1.3 积极培养自身的信誉    17
5.1.4 缺少平台就自己创造    17
5.2 内部问题解决方案    17
5.2.1 加强企业自身网站建设及推广    17
5.2.2 对于网络营销有明确的的目标以及规划    18
5.2.3 以客户为中心开展E-mail营销    18
5.2.4 正确评估收费排名及信息发布工具的作用    18
5.2.5 加强相关人员的积累和发展    19
第六章 案例分析    20
6.1 公司基本情况    20
6.2 开展国际网络营销的现状分析    20
6.2.1 网络营销产品策略    20
6.2.2 网络营销定价策略    20
6.2.3 网络营销渠道策略    21
6.2.4 网络营销促销策略    21
6.3 开展国际网络营销存在的问题    22
6.3.1 产品策略方面    22
6.3.2 定价策略方面    22
6.3.3 渠道策略方面    22
6.3.4 促销策略方面    23
6.4 解决方案    23
6.4.1 做好网络营销市场调查    23
6.4.2 加强营销网站建设与推广网站推广是网络营销的基本职能之一。    23
6.4.3 树立良好的网络品牌形象    24
6.4.4 完善网络客服系统    24
第七章 结束语    25
参考文献    26
致谢    28