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摘要

随着信息化发展，网络营销的优势已经突显，网络营销可以降低企业的成本，减少企业的门面费用，同时也能够通过网络交流工具及时有效地了解消费者的需求和意愿，调整企业的产品和服务，还可以提高消费者的购买效率，节约消费者时间等。

我国的中小企业在国民经济中的地位非常重要，中小企业的发展和成长也直接影响到我国的经济发展。随着信息技术水平的发展，中小企业也逐渐意识到传统营销方式的弊端，很多中小企业也开始尝试网络营销，建立公司自己的网站，但是由于我国的发展起步晚，网络普及范围还存在局限性、物流服务起步晚等传统因素影响，我国中小企业网络营销还存在很多问题，整体水平仍然偏低。

本文首先研究分析了我国关于中小企业的划分、中小企业的发展现状及其对于国民经济发展的重要性；同时，介绍了网络营销的概念、特点和优势，指出网络营销给企业带来的便利。接着，详细分析了我国中小企业网络营销的现状和存在的主要问题，通过研究发现我国中小企业网络营销虽然取得一定发展，但是还存在资金投入不合理、目标不明确、缺乏网络品牌、营销策略水平不高、缺乏网络营销人才、网络营销绩效评估体系不完善等问题。最后，针对以上问题提出相应的解决策略。

关键词：中小企业 网络营销 问题 对策

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Abstract

As the development of information industry, network marketing superiority has highlighted, network marketing can reduce the cost and reduce the enterprise the appearance of the cost, and also can through network communication tools effectively and timely understanding consumer needs and wishes, adjust enterprise products and services, still can raise consumer buying efficiency, economize the consumer time, etc.

China's small and medium-sized enterprises in the national economy position is very important, small and medium-sized enterprise development and the growth also directly affect the economic development of our country. Along with the development of information technology level, and small and medium-sized enterprises are gradually realize the drawbacks of the traditional marketing way, a lot of small and medium-sized enterprises are also began to try the network marketing, set up their own websites, but due to the development of our country late start, the network popularization scope limitations and logistics service to late start such traditional factors, small and medium-sized enterprise network marketing has many problems, the overall level is still low.

This paper firstly analyzes the research about the division of small and medium-sized enterprises, the sme development present situation and for the development of national economy of importance; Meanwhile, network marketing and introduced the concept, characteristics and advantages, and points out that the network marketing enterprise to bring convenience. Then, a detailed analysis on the Chinese small and medium-sized enterprise network marketing on the current situation and existing problems, this paper studies found that small and medium-sized enterprises in China network marketing although obtains certain development, but there are funds unreasonable, the goal is not clear, etc. At last, according to the corresponding solutions.

Keywords: small and medium-sized， enterprise network marketing， problem ， countermeasures

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目录

摘要................................................................ 1 Abstract............................................................ 2 前言................................................................ 4 1 中小企业网络营销概述.............................................. 5

1.1中小企业概况................................................. 5

1.1.2中小企业发展现状 ....................................... 5 1.1.3中小企业在我国国民经济中的重要性 ....................... 5 1.2网络营销概况................................................. 6

1.2.1网络营销的概念 ......................................... 6 1.2.2网络营销的特点 ......................................... 6 1.2.3与传统营销相比网络营销的优势与劣势 ..................... 7

2 我国中小企业网络营销的现状和存在的问题............................ 9

2.1我国中小企业网络营销的现状................................... 9

2.1.1网站建设发展稳定 ....................................... 9 2.1.2网络销售环境日益改善 ................................... 9 2.1.3网络广告高速发展 ....................................... 9 2.1.4会员制营销广泛运用 .................................... 10 2.1.5营销手段不断创新 ...................................... 10 2.2我国中小企业网络营销存在的问题.............................. 10

2.2.1网络营销初步运用，但整体水平偏低 ...................... 10 2.2.2网络营销投入不合理，目标不明确 ........................ 11 2.2.3缺乏网络品牌、网络服务建设 ............................ 11 2.2.4网络营销策略水平不高 .................................. 11 2.2.5缺乏网络营销人才 ...................................... 12 2.2.6缺乏完善的网络营销绩效评估体系 ........................ 12

3 我国中小企业发展网络营销的对策................................... 13

3.1更新营销观念，增强网络意识.................................. 13 3.2明确网络营销的目标，调整网络营销的投入...................... 13 3.3注重网络品牌的推广，提高网络营销服务水平.................... 14 3.4拓展网络营销渠道............................................ 14 3.5培养和引进网络营销人才...................................... 14 3.6改进网络营销效果的测量方法.................................. 15 结束语............................................................. 16 参考文献........................................................... 17

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