基于网络营销的中国鞋出口战略研究

发布时间：2018-08-24 18:49

【摘要】：当今国际互联网络发展迅速,将全球市场紧紧地联系在一起,网络营销迅速成为应对全球竞争的重大战略选择和出口贸易的主渠道。中国是鞋业出口大国。长期以来。出口渠道与品牌缺乏,沟通不够是中国鞋出口三大难题,与鞋业网络营销发展不足有关。本文认为网络营销在中国鞋出口上具有独特竞争优势:提升企业品牌价值、方便与国外客户沟通、构筑新的出口渠道、随时抓住无限出口商机、满足国外用户个性化需求和扩大快速廉价出口优势。由于中国制鞋企业属于劳动密集型的中小企业,我国政府和服务体系必须为出口网络营销搭建广告平台、销售平台、商务信息平台、沟通交流平台和安全支付平台;中国制鞋企业有效利用搜索引擎、网络广告、快捷网址、电子邮件、资源合作、信息发布和论坛社区等网络营销手段。
[Abstract]:With the rapid development of the international Internet, the global market is closely linked, and network marketing has become the major strategic choice and the main channel of export trade to deal with the global competition. China is a big exporter of shoes. for quite some time Lack of export channel and brand, insufficient communication are the three major problems of Chinese shoe export, and are related to the insufficient development of online marketing in shoe industry. This paper holds that network marketing has a unique competitive advantage in China's shoe export: to enhance the brand value of enterprises, to facilitate communication with foreign customers, to build new export channels, and to seize the unlimited export business opportunities at any time. To meet the personalized needs of foreign users and expand the rapid and cheap export advantage. As Chinese shoemaking enterprises are labor-intensive small and medium-sized enterprises, our government and service system must build advertising platform, sales platform, business information platform, communication platform and safe payment platform for export network marketing. Chinese shoemaking enterprises make effective use of search engine, network advertisement, quick web site, email, resource cooperation, information release and forum community, etc.
【作者单位】：武汉科技学院
【分类号】：F752.62

【共引文献】