本文選題：中小企業(yè)　切入點(diǎn)：網(wǎng)絡(luò)營(yíng)銷　出處：《上海外國(guó)語(yǔ)大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 面對(duì)21世紀(jì)新興的網(wǎng)絡(luò)市場(chǎng)和嚴(yán)峻的品牌競(jìng)爭(zhēng)趨勢(shì),中小企業(yè)要想持續(xù)發(fā)展并壯大,應(yīng)當(dāng)運(yùn)用正確合適的網(wǎng)絡(luò)營(yíng)銷策略去打造品牌。本文從中小企業(yè)的實(shí)際出發(fā),分析了我國(guó)中小企業(yè)運(yùn)用網(wǎng)絡(luò)營(yíng)銷打造品牌的現(xiàn)狀和存在的問(wèn)題,并提出了相應(yīng)的對(duì)策。旨在增強(qiáng)我國(guó)中小企業(yè)的品牌意識(shí),幫助我國(guó)中小企業(yè)找到合適的網(wǎng)絡(luò)營(yíng)銷策略。 本文首先闡述了中小企業(yè)和品牌的相關(guān)理論,筆者認(rèn)為中小企業(yè)進(jìn)行品牌建設(shè)非常必要,它不但是企業(yè)自身發(fā)展、迎合消費(fèi)者的需要,也是參與市場(chǎng)競(jìng)爭(zhēng)和國(guó)際營(yíng)銷的需要。當(dāng)前,我國(guó)一些中小企業(yè)已經(jīng)創(chuàng)建了自己的品牌,甚至發(fā)展成知名的大型企業(yè),但從數(shù)量上來(lái)看,還非常微不足道。中小企業(yè)還在品牌觀念樹立上和實(shí)際操作過(guò)程中普遍存在著誤區(qū)。 網(wǎng)絡(luò)營(yíng)銷作為一種全新的營(yíng)銷理念和實(shí)踐活動(dòng),正在并將繼續(xù)對(duì)營(yíng)銷理論、傳統(tǒng)營(yíng)銷產(chǎn)生巨大沖擊和挑戰(zhàn)。在充分分析中小企業(yè)特征和網(wǎng)絡(luò)營(yíng)銷優(yōu)勢(shì)的基礎(chǔ)上,筆者認(rèn)為中小企業(yè)運(yùn)用網(wǎng)絡(luò)營(yíng)銷打造品牌具有可行性。事實(shí)上,近幾年來(lái)我國(guó)通過(guò)網(wǎng)絡(luò)營(yíng)銷已打造出一批優(yōu)秀的中小企業(yè)品牌,像當(dāng)當(dāng)、九維網(wǎng)、淘寶、江蘇威特等等,然而大部分中小企業(yè)運(yùn)用網(wǎng)絡(luò)營(yíng)銷打造品牌的過(guò)程中還存在觀念落后、目的不明確、營(yíng)銷方式單一、復(fù)合型人才缺乏、信用環(huán)境不完善等問(wèn)題。 針對(duì)中小企業(yè)當(dāng)前所存在的問(wèn)題,筆者提出了深化認(rèn)識(shí)、選擇合適的營(yíng)銷方式、培養(yǎng)人才、誠(chéng)信建設(shè)等具體策略。隨后,筆者通過(guò)上海九維和江蘇威特兩個(gè)不同領(lǐng)域的公司運(yùn)用網(wǎng)絡(luò)營(yíng)銷打造品牌的案例,對(duì)策略的應(yīng)用進(jìn)行了實(shí)證。
[Abstract]:In 21th century, in the face of the emerging network market and the severe brand competition trend, if small and medium-sized enterprises want to continue to develop and grow, they should use the correct network marketing strategy to build brand. This paper starts from the reality of small and medium-sized enterprises. This paper analyzes the present situation and existing problems of making brand by network marketing in our country, and puts forward the corresponding countermeasures, aiming at strengthening the brand awareness of small and medium-sized enterprises in our country and helping them to find suitable network marketing strategies. This paper first expounds the related theories of small and medium-sized enterprises and brands. The author thinks that it is very necessary for small and medium-sized enterprises to carry out brand building, which is not only the development of enterprises themselves, but also meets the needs of consumers. It is also the need to participate in market competition and international marketing. At present, some small and medium-sized enterprises in China have established their own brands, even developed into well-known large enterprises, but in terms of quantity, Also very insignificant. Small and medium-sized enterprises still in the brand concept establishment and the actual operation process generally exists the erroneous zone. As a brand new marketing concept and practice, network marketing is and will continue to bring great impact and challenge to marketing theory and traditional marketing. The author believes that it is feasible for small and medium-sized enterprises to use network marketing to build brands. In fact, in recent years, China has built a number of excellent brands of small and medium-sized enterprises through network marketing, such as Dangdang, Jiuwei, Taobao, Jiangsu Witt, and so on. However, in the process of building brand by network marketing, most SMEs still have some problems, such as backward concept, unclear purpose, single marketing method, lack of compound talents, imperfect credit environment, and so on. In view of the existing problems of small and medium-sized enterprises, the author puts forward some specific strategies, such as deepening understanding, choosing appropriate marketing methods, cultivating talents and building honesty. The author makes an empirical study on the application of the strategy through the case of Shanghai Nine and Jiangsu Witt companies using network marketing to build brand.
【學(xué)位授予單位】：上海外國(guó)語(yǔ)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F276.3;F49;F274

【引證文獻(xiàn)】

相關(guān)期刊論文 前2條

1 張方林;;中小企業(yè)網(wǎng)絡(luò)營(yíng)銷發(fā)展探析[J];科技創(chuàng)業(yè)月刊;2011年09期

2 秦衛(wèi);;運(yùn)用網(wǎng)絡(luò)營(yíng)銷打造企業(yè)品牌的策略論究[J];現(xiàn)代商業(yè);2012年20期

相關(guān)碩士學(xué)位論文 前2條

1 欒慶海;吉林龍鼎電氣股份有限公司網(wǎng)絡(luò)營(yíng)銷策略研究[D];吉林大學(xué);2011年

2 張?zhí)礻?yáng);佰思特電子工程有限公司營(yíng)銷策略研究[D];大連海事大學(xué);2010年

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本文編號(hào)：1639730