【摘要】：在互聯網+的背景下,用戶的消費行為越來越數字化,使企業(yè)的營銷實踐必須與之相適應。中小企業(yè)采用新技術的過程已經被廣泛地研究,但中小企業(yè)如何使用數字化渠道進行營銷則亟待進一步深入研究。本文在數字化營銷和影響中小企業(yè)數字化營銷行為的因素進行全面文獻綜述的基礎上,通過深度訪談與問卷調查相結合的方法對中小企業(yè)營銷組合中的數字化營銷展開研究,目的在于加深對中小企業(yè)數字化營銷實踐的理解,并結合中小企業(yè)自身的特點提出切實可行的數字化營銷建議。
[Abstract]:Under the background of Internet, the consumption behavior of users is becoming more and more digital, which makes the marketing practice of enterprises adapt to it. The process of adopting new technology in small and medium-sized enterprises has been widely studied, but how to use digital channels for marketing is urgently needed to be further studied. Based on the comprehensive literature review of digital marketing and the factors affecting the behavior of digital marketing of small and medium-sized enterprises, this paper studies the digital marketing in the marketing mix of small and medium-sized enterprises through the combination of in-depth interviews and questionnaires. The purpose is to deepen the understanding of the digital marketing practice of small and medium-sized enterprises, and to put forward practical suggestions on digital marketing according to the characteristics of small and medium-sized enterprises.
【作者單位】： 武漢學院;湖北電視臺;
【分類號】：F274;F276.3
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本文編號：2351992