中文摘要：随着科学技术的发展和互联网技术在我国的普及，网络营销已经成为一种新的营销方式。因为传统的营销模式已经不再适合企业的发展，因此在企业中出现了各种营销方式，其中最突出的就是网络营销。而中小企业作为我国经济发展的重要组成部分，其发展越来越受到人们的重视。由于我国网络营销发展十分迅速，使得很多中小企业也因此受益，网络营销也就成为了当前时期中小企业市场营销的重要营销方式。但是，激烈的市场竞争环境也使得中小企业的劣势逐渐暴露出来。在中小企业的网络营销发展过程中存在着的问题，使得中小企业在网络营销中也遭遇重大的阻碍，严重影响了中小企业网络营销的生存与持续发展。      因此，在此基础上，本文主要分析了网络营销的意义和重要性、中小企业网络营销的现状以及中小企业网络营销的改进策略，以促进中小企业健康、长远的发展。

 

关键词：中小企业；网络营销；解决策略 

 

Contents

Abstract

中文摘要

I Introduction-1

II The Meaning and Importance of Network Marketing-2

2.1 The Meaning of Network Marketing-2

2.2 The Importance of Network Marketing-3

III The Current Situation of Network Marketing of Small and Medium-sized Enterprises-4

3.1 Lack of Awareness of the Impact of Big Data-4

3.2 Traditional Marketing Concept and Marketing Methods-4

3.3 Lack of Professional Network Marketing Talents-5

3.4 Lack of Perfect Marketing Guarantee Mechanism-5

IV The Strategies of Improving Network Marketing for Small and Medium-sized Enterprises-7

4.1 Improve the Management Level of Network Marketing-7

4.2 Formulate Scientific and Perfect Marketing Management Mechanism-8

4.3 Cultivate Professional Network Marketing Talents-8

V Case Analysis-10

5.1 Introduction of Company A-10

5.2 Current Situation of A Company’s Network Marketing-10

5.3 Analysis of the Advantages and Disadvantages of Internet Marketing of Company A-11

5.4 Problems Faced by A Company’s Network Marketing-12

5.4.1 Improper Network Marketing Strategy-12

5.4.2 Slow Development of Network Marketing Channels-13

5.5 Solution Strategies-14

5.5.1 Establish a Scientific Network Marketing Management System-14

5.5.2 Flexible Use of Various Publicity Methods-14

Conclusion-16

References-17

Acknowledgements-18