基于网络营销的中小企业品牌策略研究

摘要

改革开放以后的年份里，我国社会主义市场经济深化程度日益明显，国内市场开放水平不断提高,在此背景之下，我国的中小企业进入了大发展时代。由于中小企业弥补了大型企业的一些不足之处，在社会主义市场经济下扮演着重要作用，它们不但可以活跃社会主义市场经济，满足社会发展的多方面需求，还能促进就业，促进国民经济发展。尤其是进入21世纪，网络技术及应用在全球范围内迅速普及，为中小企业的发展带了新的契机，各类中小企业如雨后春笋一般迅猛发展。但是随着近年来国内外经济环境的恶化以及市场竞争的日益激烈，我国的中小企业面临着巨大的生存困境。在这种环境下，企业的竞争已经体现在品牌以及营销方式的竞争上。品牌对于我国中小企业而言代表了一种潜在的竞争力，是我国中小企业发展的关键，而网络营销作为一种新兴的营销模式，对于我国中小企业的发展也起到了至关重要的作用。因此如何开展中小企业品牌网络营销成为了摆在我们面前的问题。

本文以中小企业品牌网络营销相关理论为基础参照国内外的研究，深入研究了我国中小企业品牌网络营销的现状，并且运用SWOT分析方法深入分析了我国中小企业品牌的网络营销面临的优势、劣势、机会与威胁，从而给我国中小企业品牌网络营销提出建议，并以此促进我国中小企业的发展。

关键词:　中小企业  品牌  网络营销  SWOT

Abstract

After the reform and opening up, China's market economy continues to deepen the degree of opening up the domestic market continues to improve. Since China's entry into WTO, China's small and medium enterprises to enter the era of great development. Due to the small and medium-sized enterprise to make up for the shortcomings of large enterprises, which plays an important role in the market economy. They can not only be quite active in the market economy and meet the various needs of the social development, but also can increase the rate of employment and promote the development of the national economy. Especially in 21st Century, the network technology and applications in the rapid spread of the global scope for the development of small and medium-sized enterprises with a new opportunity, all kinds of small and medium enterprises have sprung up in general rapid development. But with the deterioration of the economic environment at home and abroad and the increasingly fierce market competition, the small and medium-sized enterprises in our country are facing great difficulties in survival. In this environment, the competition of enterprises has been reflected in the competition of the brand and marketing methods. Brand for our country small and medium-sized enterprise represents a potential competitiveness is the key of the development of small and medium-sized enterprises of our country, and network marketing as a new marketing mode, for the development of small and medium-sized enterprises of our country also played a crucial role. So how to carry out the small and medium-sized enterprise brand network marketing has become a problem in front of us.

This paper on the theory of small and medium-sized enterprise brand network marketing based with reference to domestic and foreign research, in-depth study of the current situation of our country small and medium-sized enterprise brand network marketing, and use the SWOT analysis method to thoroughly analyze the advantages, disadvantages, opportunities and threats which our country small and medium-sized enterprise brand network marketing confronts with. Through above analysis, this paper put forward suggestions to our country small and medium-sized enterprise brand network marketing. So as to promote the development of small and medium-sized enterprises in our country.

Key words:  Small and medium-sized enterprise  Brand  Network marketing SWOT

目录

摘要…………………………………………………………………….I

AbstractII

一、绪论2

（一）选题背景及意义2

1.选题背景2

2.研究意义2

（二）国内外研究现状2

1.国内研究现状2

2.国外研究现状3

（三）论文的研究方法及内容3

二、相关理论综述4

（一）中小企业4

1.中小企业的概念4

2.中小企业划分标准4

（二）品牌与品牌营销4

1.品牌的定义4

2.品牌营销的含义5

（三）网络营销的相关理论5

1.网络营销的定义5

2.网络营销的特点6

3.网络营销的有关理论6

三、我国中小企业品牌网络营销现状8

（一）我国中小企业现状8

（二）我国中小企业品牌网络营销现状9

1.国内互联网的发展现状9

2.互联网时代下我国中小企业的生存现状11

3.国内中小企业的网络营销现状12

4.国内外中小企业网络营销的主要手段、策略12

5.国内外中小企业网络营销发展状况的对比13

四、我国中小企业品牌网络营销分析及建议……………………….14

（一）SWOT分析方法14

（二）运用SWOT方法分析中小企业品牌网络营销策略14

1.SO组合策略—增长性策略14

2.ST组合策略—多种经营策略14

3.W0组合策略—扭转型策略15

4.WT组合策略—防御型策略15

（三）我国中小企业品牌网络营销建议15

1.扭转型策略之一：打造中小企业独特的网络品牌15

2.扭转型策略之二：选择符合企业自身特点的网络营销策略16

五、结论18

（一）结论18

（二）政策建议18

（三）进一步工作的方向18

参考文献19

致谢…………………………………………………………………...20