【摘要】：隨著互聯(lián)網(wǎng)發(fā)展和普及,電子商務(wù)發(fā)展到今天,規(guī)模及范圍也在逐漸擴(kuò)大,電子商務(wù)成為中小企業(yè)轉(zhuǎn)型及發(fā)展的重要機(jī)會。與此同時(shí)消費(fèi)者的消費(fèi)習(xí)慣、銷售環(huán)境的變化,使人們不必局限于在固定的場合購買所需要的商品和服務(wù),電子商務(wù)的出現(xiàn)成為必然。消費(fèi)者消費(fèi)習(xí)慣更具主動性,這就要求電子商務(wù)的發(fā)展要以消費(fèi)者為中心,以滿足客戶需求為導(dǎo)向來制定新的營銷策略模式,來滿足電子商務(wù)日益發(fā)展的新局勢。電子商務(wù)雖然顯現(xiàn)出了強(qiáng)勁的增長勢頭,但中小企業(yè)近年來在發(fā)展電子商務(wù)的過程中同樣面臨著各種內(nèi)外困境,比如,自身規(guī)模限制、融資困難、物流、人員管理、安全、相關(guān)法律法規(guī)滯后等諸多問題制約著中小企業(yè)電子商務(wù)的發(fā)展。本文主要從電子商務(wù)環(huán)境下不同營銷主體選用的營銷模式,中小企業(yè)可能選擇的營銷模式,以及相應(yīng)模式下的營銷策略等幾個(gè)方面入手,探討中小企業(yè)如何通過開展電子商務(wù),增強(qiáng)企業(yè)的活力。本文首先從選題背景、目的及意義出發(fā),回顧了國內(nèi)外關(guān)于電子商務(wù)及中小企業(yè)電子商務(wù)狀況,本文選取A公司作為中小電商的代表為案例分析,對電子商務(wù)下中小企業(yè)營銷策略影響進(jìn)行理論分析,又對企業(yè)競爭力構(gòu)成要素分別從傳統(tǒng)經(jīng)濟(jì)環(huán)境和網(wǎng)絡(luò)電商環(huán)境進(jìn)行了分析。以及A公司電子商務(wù)發(fā)展的現(xiàn)狀及中小企業(yè)電子商務(wù)應(yīng)用情況。根據(jù)大部分學(xué)者的研究對電子商務(wù)營銷策略進(jìn)行剖析,中小企業(yè)要想長足發(fā)展,開展電子商務(wù)是行之有效的途徑。本文對我國中小企業(yè)電子商務(wù)的應(yīng)用現(xiàn)狀進(jìn)行了分析,探討了中小企業(yè)電子商務(wù)中存在的問題,并給出了中小企業(yè)實(shí)施電子商務(wù)的具體策略,以期為我國中小企業(yè)運(yùn)用電子商務(wù)尋求發(fā)展找到一條行之有效的營銷策略。希望本論文通過對A公司這樣的中小電商企業(yè)策略的分析,日后能為提升企業(yè)競爭力提供重要依據(jù),在激烈的市場競爭中長遠(yuǎn)發(fā)展。
[Abstract]:With the development and popularization of the Internet, electronic commerce has developed to today, the scale and scope are also gradually expanding, e-commerce has become an important opportunity for the transformation and development of small and medium-sized enterprises. At the same time, the consumer's consumption habits and the change of the sales environment make it unnecessary for people to buy the goods and services they need on fixed occasions. The emergence of e-commerce becomes inevitable. Consumer consumption habits are more active, which requires the development of e-commerce to be consumer-centered, to meet the needs of customers to develop a new marketing strategy model to meet the new situation of e-commerce. Although e-commerce has shown a strong growth momentum, in recent years, small and medium-sized enterprises have also faced various internal and external difficulties in the process of developing e-commerce, such as their own size constraints, financing difficulties, logistics, personnel management, security, The development of e-commerce of small and medium-sized enterprises is restricted by many problems, such as the lag of relevant laws and regulations. In this paper, the author discusses how to develop electronic commerce from the aspects of the marketing mode chosen by different marketing agents, the marketing mode that SMEs may choose, and the marketing strategy under the corresponding mode. Enhance the vitality of enterprises. In this paper, the background, purpose and significance of the topic are reviewed, and the status of e-commerce at home and abroad is reviewed. A company as the representative of small and medium-sized e-commerce is selected as a case study in this paper. This paper makes a theoretical analysis on the influence of the marketing strategy of small and medium-sized enterprises under electronic commerce, and analyzes the elements of enterprise competitiveness from the traditional economic environment and the network e-commerce environment respectively. And A company e-commerce development status and small-and medium-sized e-commerce applications. According to the research of most scholars, e-commerce is an effective way for small and medium-sized enterprises to develop rapidly. This paper analyzes the status quo of the application of electronic commerce in small and medium-sized enterprises in our country, probes into the problems existing in the electronic commerce of small and medium-sized enterprises, and gives some specific strategies for the implementation of electronic commerce in small and medium-sized enterprises. In order to find an effective marketing strategy for small and medium-sized enterprises in our country to use e-commerce to seek development. It is hoped that through the analysis of the strategy of small and medium-sized e-commerce enterprises such as company A, this paper can provide an important basis for enhancing the competitiveness of enterprises in the future and develop in the fierce market competition for a long time.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F274

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