中小企业数字化营销渠道的使用

发布时间：2018-11-23 16:03

【摘要】：在互联网+的背景下,用户的消费行为越来越数字化,使企业的营销实践必须与之相适应。中小企业采用新技术的过程已经被广泛地研究,但中小企业如何使用数字化渠道进行营销则亟待进一步深入研究。本文在数字化营销和影响中小企业数字化营销行为的因素进行全面文献综述的基础上,通过深度访谈与问卷调查相结合的方法对中小企业营销组合中的数字化营销展开研究,目的在于加深对中小企业数字化营销实践的理解,并结合中小企业自身的特点提出切实可行的数字化营销建议。
[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.
【作者单位】： 武汉学院;湖北电视台;
【分类号】：F274;F276.3
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本文编号：2351992