【摘要】：在互聯(lián)網(wǎng)+的背景下,用戶的消費(fèi)行為越來越數(shù)字化,使企業(yè)的營銷實(shí)踐必須與之相適應(yīng)。中小企業(yè)采用新技術(shù)的過程已經(jīng)被廣泛地研究,但中小企業(yè)如何使用數(shù)字化渠道進(jìn)行營銷則亟待進(jìn)一步深入研究。本文在數(shù)字化營銷和影響中小企業(yè)數(shù)字化營銷行為的因素進(jìn)行全面文獻(xiàn)綜述的基礎(chǔ)上,通過深度訪談與問卷調(diào)查相結(jié)合的方法對中小企業(yè)營銷組合中的數(shù)字化營銷展開研究,目的在于加深對中小企業(yè)數(shù)字化營銷實(shí)踐的理解,并結(jié)合中小企業(yè)自身的特點(diǎn)提出切實(shí)可行的數(shù)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(xué)院;湖北電視臺;
【分類號】：F274;F276.3
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本文編號：2351992