联系我们

论文查询结果	返回搜索

论文编号：	3610
作者编号：	2220090947
上传时间：	2011/11/4 15:04:32
中文题目：	中小企业网络营销策略研究
英文题目：	The strategy of SMEs-Internet Marketing Research
指导老师：	许晖
中文关键字：	关键词： 中小企业;网络营销;策略创新;中心渔港
英文关键字：	Keywords: minor enterprises;Internet marketing;strategy innovation ;
中文摘要：	随着我国经济的高速发展，中小企业已经成为经济增长级中一个重要的组成部分。但随着国际形势的变化，中小企业逐步失去了他们的传统优势，发展遇到了瓶颈。网络营销作为一种经济有效的营销手段，使其营销成本比传统营销手段成本节约十倍以上，而其带来的广泛的影响效果又是传统营销手段望尘莫及的。网络营销带来了企业营销的革命性变化，利用网络营销提高企业的市场竞争力，已经成为中小企业的必由之路。由此本文旨在针对中小企业网络营销现状及出现的问题，研究中小企业网络营销的策略应用。本论文将采用数据分析、案例分析、分类讨论等方式解决以上问题。通过权威机构发布的网络营销相关数据分析、天津中心渔港发展有限公司自身网络营销战略的应用分析以及网络营销对不同客户类型的影响分类讨论等方法对网络营销的策略应用进行研究。本文第一章是绪论，包括研究背景、研究目的及框架并且对网络营销的相关理论进行了回顾，包括网络营销与常规营销的区别、搜索引擎营销、病毒性网络营销、电子邮件营销、网络论坛营销四种营销策略的理论阐述。第二章着重分析了中小企业网络营销的现状发展及存在的问题，从中小企业网络营销的政策、技术背景入手，分析了网络营销的几个发展阶段，对中小企业开展网络营销进行了优劣势对比并详细阐述了中小企业在网络营销中常出现的问题。第三章针对上一章节中提到的中小企业网络营销策略问题提出解决对策，分析了网络营销的一般性策略，包括搜索引擎营销及电子邮件营销。第四章阐述了网络营销的较创新性营销策略，病毒性营销及网络论坛营销，分析了两种策略带给企业的不同作用并从操作角度给与了企业具有实践性的意见。第五章以天津中心渔港发展有限公司为例进行网路营销策略的实例分析、应用。本文的结论是中国中小企业针对目前网络营销中出现的问题应积极进行营销策略的探索，大胆创新、实践，通过实施完善有效的网络营销策略，争取更加广阔的发展空间，更大的经济效益。
英文摘要：	Along with the fast development of the Chinese economy, minor enterprises have already become an important constituent part in motive power of economic growth. with the changing of international situation, the SMEs are step by step losing their traditional advantages and having met the "Bottleneck" of the development.Internet marketing is an economical and effective marketing strategy conducted via the Internet, and would help to reduce marketing cost ten times lower than traditional marketing strategies. Moreover, the wide-spread effect and influence created by Internet marketing is also too far behind for traditional marketing strategies to catch up with. Internet marketing has brought about revolutionary changes to enterprises’ marketing activities. Therefore, to make use of Internet marketing to improve an enterprise’s marketing competitiveness has already become an inevitable course for all minor enterprises. Based on the aforementioned information, the paper conducted a study on the application of minor enterprises’ Internet marketing strategy in allusion to current situations and existing issues in minor enterprises’ Internet marketing. The paper will fully make use of data analysis, case analysis, categorical discussion, as well as other related methods to solve the aforementioned problems. Moreover, data information concerning Internet marketing that released by authorized organizations, the application of Internet marketing strategy in Tianjin Central Fishing Port Development Co., Ltd., as well as the influence of Internet marketing on different types of customers, will also be utilized in researching the application of Internet marketing strategy. The first chapter of this paper is the introduction, consisting of research background, research objective, as well as related framework. Moreover, corresponding Internet marketing theories is also reviewed, including the difference between Internet marketing and traditional marketing, as well as theoretical explanations on the four marketing strategies of search engine marketing, viral marketing, email marketing, and BBS marketing. In chapter two, the paper has analyzed with emphasis current situations and issues in minor enterprises’ Internet marketing. Starting from the policy and technical background of minor enterprises’ applying Internet marketing, development phases of Internet marketing is also analyzed, minor enterprises’ advantages and disadvantages in launching Internet marketing are compared and contrasted, and the frequently occurred issues in minor enterprises’ Internet marketing are stated in detail as well. In allusion to the existing issues in minor enterprises’ Internet marketing, chapter three has proposed corresponding countermeasures, and analyzed general strategies in Internet marketing, including search engine marketing and email marketing. Chapter four mentioned two innovative Internet marketing methods, which are viral marketing and BBS marketing. This chapter analyzed different effects that can be brought to enterprises by these two methods, and has further provided practical suggestions to enterprises from an operational angle of view. Taking Tianjin Central Fishing Port Development Co., Ltd. as the example, chapter five is to analyze and apply Internet marketing strategy in practice. The conclusion of this paper is that minor enterprises in China should explore actively more marketing strategies in allusion to the existing issues in Internet marketing, so as to strive for wider development space and larger economic benefits through aggressive innovation and practice, as well as through complete and effective Internet marketing strategies.
查看全文：	预览  下载(下载需要进行登录)