河北工程大学毕业设计（论文）

摘 要

本文结合市场营销与网络营销理论，通过对我国中小企业网络营销现状与存在问题进行分析，进而提出我国中小企业网络营销的具体方法与策略。本文的大致研究结构如下：首先，文章阐述了选题背景、现阶段国内外的研究情况以及论文研究的主要内容；其次，阐述了网络营销的相关理论和发展历程，并对网络营销的核心标准与职能进行分析；再次，介绍了我国中小企业的概况，并分析了中小企业网络营销的现状与存在的问题和一些投资决策方案；最后对我国中小企业网络营销可以采取的网站建设和推广策略、搜索引擎营销渠道策略、广告推广策略、博客&论坛营销策略与网络效果评价与控制策略进行了系统的论述。

关键词：市场营销，网络营销, 营销策略，中小企业

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河北工程大学毕业设计（论文）

Abstract

Combined with the marketing strategy and network marketing strategy, this paper attempts to analyze the status and existing problem of the network marketing in small and medium-sized enterprises in china and present the proper network marketing strategy that could be used. The research structure of this paper is as follows: The first chapter is introduction, an overview of the background, the significance of the research topics and the main contents of paper. The second chapter summarizes the relevant theory and development process of network marketing, and also analyzes the core standard and function of network marketing. Chapter three takes the current situation of small and medium-Size enterprise in China as the starting point, analyzing the status and existing problem of these enterprises. The forth chapter discuss the network marketing strategies that could be used, The discussed network marketing strategies include Website construction &promotion, search engine marketing, online advertising, Blog & BBS marketing and marketing effect evaluation.

Key words: marketing, network marketing, marketing strategy, small and medium-Size enterprise

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河北工程大学毕业设计（论文）

目 录

1 绪论 ........................................................................................................................................ 1

1.1 选题背景及意义 .......................................................................................................... 1 1.2 国内外研究现状 .......................................................................................................... 1 1.3 本文研究的主要内容 .................................................................................................. 3 2 网络营销概述 ........................................................................................................................ 4

2.1 网络营销的定义与特征 .............................................................................................. 4

2.1.1 网络营销的定义 ................................................................................................ 4 2.1.2 网络营销的特征 ................................................................................................ 4 2.2 网络营销的发展历程 .................................................................................................. 5

2.2.1 网络营销的起源 ................................................................................................ 5 2.2.2 网络营销的产生原因 ........................................................................................ 5 2.2.3 网络营销的发展历程 ........................................................................................ 6 2.3 网络营销的核心标准与职能 ...................................................................................... 7

2.3.1 网络营销的核心标准 ........................................................................................ 7 2.3.2 网络营销的职能 ................................................................................................ 8

3 我国中小企业网络营销现状与问题分析 .......................................................................... 10

3.1 中小企业的发展概况 ................................................................................................ 10

3.1.1 中小企业的概念 .............................................................................................. 10 3.1.2 研究中小企业的重要意义 .............................................................................. 10 3.2 我国中小企业网络营销的现状 ................................................................................ 10

3.2.1 网络营销应用企业分布情况 .......................................................................... 10 3.2.2 中小企业网络营销投入推广情况 .................................................................. 11 3.2.3 中小企业网络营销方式情况 .......................................................................... 12 3.3 中小企业网络营销的的问题分析 ............................................................................ 13

3.3.1 上网中小企业数量逐渐增加 .......................................................................... 13 3.3.2 网站建设与推广意识薄弱 .............................................................................. 14 3.3.3 网络营销方式较单一 ...................................................................................... 15 3.4 中小企业网络营销投资决策的方法及案例 ............................................................ 15

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河北工程大学毕业设计（论文）

3.4.1确定型决策 ....................................................................................................... 15 3.4.2不确定型决策 ................................................................................................... 18 3.4.3风险型决策方法 ............................................................................................... 18

4 我国中小企业开展网络营销的主要方针 .......................................................................... 20

4.1 网站建设与推广策略 ................................................................................................ 20 4.2 搜索引擎营销策略 .................................................................................................... 21

4.2.1 关键词的选择与设置 ...................................................................................... 21 4.2.2 搜索引擎广告营销 .......................................................................................... 22 4.3 互联网广告营销策略 ................................................................................................ 23 4.4 博客、论坛、邮件营销策略 .................................................................................... 23 4.5 网络营销效果评价与控制 ........................................................................................ 24 结束语 ...................................................................................................................................... 26 致 谢 ........................................................................................................................................ 27 参考文献 .................................................................................................................................. 28

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