我国中小企业运用网络营销打造品牌的研究

发布时间：2018-03-20 15:41

本文选题：中小企业　切入点：网络营销　出处：《上海外国语大学》2009年硕士论文　论文类型：学位论文

【摘要】： 面对21世纪新兴的网络市场和严峻的品牌竞争趋势,中小企业要想持续发展并壮大,应当运用正确合适的网络营销策略去打造品牌。本文从中小企业的实际出发,分析了我国中小企业运用网络营销打造品牌的现状和存在的问题,并提出了相应的对策。旨在增强我国中小企业的品牌意识,帮助我国中小企业找到合适的网络营销策略。本文首先阐述了中小企业和品牌的相关理论,笔者认为中小企业进行品牌建设非常必要,它不但是企业自身发展、迎合消费者的需要,也是参与市场竞争和国际营销的需要。当前,我国一些中小企业已经创建了自己的品牌,甚至发展成知名的大型企业,但从数量上来看,还非常微不足道。中小企业还在品牌观念树立上和实际操作过程中普遍存在着误区。网络营销作为一种全新的营销理念和实践活动,正在并将继续对营销理论、传统营销产生巨大冲击和挑战。在充分分析中小企业特征和网络营销优势的基础上,笔者认为中小企业运用网络营销打造品牌具有可行性。事实上,近几年来我国通过网络营销已打造出一批优秀的中小企业品牌,像当当、九维网、淘宝、江苏威特等等,然而大部分中小企业运用网络营销打造品牌的过程中还存在观念落后、目的不明确、营销方式单一、复合型人才缺乏、信用环境不完善等问题。针对中小企业当前所存在的问题,笔者提出了深化认识、选择合适的营销方式、培养人才、诚信建设等具体策略。随后,笔者通过上海九维和江苏威特两个不同领域的公司运用网络营销打造品牌的案例,对策略的应用进行了实证。
[Abstract]:In 21th century, in the face of the emerging network market and the severe brand competition trend, if small and medium-sized enterprises want to continue to develop and grow, they should use the correct network marketing strategy to build brand. This paper starts from the reality of small and medium-sized enterprises. This paper analyzes the present situation and existing problems of making brand by network marketing in our country, and puts forward the corresponding countermeasures, aiming at strengthening the brand awareness of small and medium-sized enterprises in our country and helping them to find suitable network marketing strategies. This paper first expounds the related theories of small and medium-sized enterprises and brands. The author thinks that it is very necessary for small and medium-sized enterprises to carry out brand building, which is not only the development of enterprises themselves, but also meets the needs of consumers. It is also the need to participate in market competition and international marketing. At present, some small and medium-sized enterprises in China have established their own brands, even developed into well-known large enterprises, but in terms of quantity, Also very insignificant. Small and medium-sized enterprises still in the brand concept establishment and the actual operation process generally exists the erroneous zone. As a brand new marketing concept and practice, network marketing is and will continue to bring great impact and challenge to marketing theory and traditional marketing. The author believes that it is feasible for small and medium-sized enterprises to use network marketing to build brands. In fact, in recent years, China has built a number of excellent brands of small and medium-sized enterprises through network marketing, such as Dangdang, Jiuwei, Taobao, Jiangsu Witt, and so on. However, in the process of building brand by network marketing, most SMEs still have some problems, such as backward concept, unclear purpose, single marketing method, lack of compound talents, imperfect credit environment, and so on. In view of the existing problems of small and medium-sized enterprises, the author puts forward some specific strategies, such as deepening understanding, choosing appropriate marketing methods, cultivating talents and building honesty. The author makes an empirical study on the application of the strategy through the case of Shanghai Nine and Jiangsu Witt companies using network marketing to build brand.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F276.3;F49;F274

【引证文献】