中国中小企业网络销售模式研究

发布时间：2018-04-09 16:23

本文选题：网络销售　切入点：模式　出处：《上海交通大学》2011年硕士论文

【摘要】：虽然近年来国内互联网络以及电子商务都相继取得了一些成绩,但是企业利用互联网进行网络销售的情况还不容乐观,同国外发达国家相比尚有一定的差距。在这样的背景下,我国中小企业如何应对国际市场环境的变化和新技术的应用,调整营销策略,充分发挥自身优势,积极开发网络销售技术,寻求以多种渠道打开产品销路,利用网络来快速地调整生产,以期提高自身的适应能力,从而能够在激烈的竞争中取胜显得非常重要。本文以研究中小企业网络销售模式出发,仔细考量了发达国家已经成功运作的销售模式,采用定量及定性的研究方法,结合我国目前网络环境和中小企业发展现状,提出我国中小企业网络销售的模式,作出一定的评价,希望能从中摸索出一些中小企业开展网络销售的新道路。本文对目前中小企业网络销售的状况进行了全面系统的分析。首先对中小企业网络销售的现状进行了阐述,并对存在的问题做了一定的总结。其次,对中小企业网络销售的环境进行了深入分析,从技术环境,经济环境,政策法律环境,消费环境,做了全面的分析,并论述了这种环境下中小企业网络销售所面临的机遇及障碍。尤其是针对目前的消费环境下,消费者特征及行为的变化,沟通模式和客户关系的变化做了深入研究,为以下讨论中小企业网络销售的模式进行了理论铺垫。本文着重讨论中小企业网络销售的模式问题。首先,讨论了国外成熟的网络销售模式,这是可以借鉴的经验。其次,以消费者为导向,结合企业网络销售策略,构勒出消费刺激模式,互动沟通模式,数据库营销模式三个类型并分别做了阐述。消费刺激模式下,企业可采用的策略有网络广告策略,虚拟社区发布策略,网站设计策略及在线拍卖策略等。在互动沟通模式,企业可采用的策略有E-mail营销策略,FAQ设计策略,BBS销售策略,博客互动营销策略等。在数据库营销模式下,企业可采用的策略有数据营销策略,SEO营销策略。并就这些策略的应用做了进一步分析。本文试结合中小企业网络销售的模式讨论企业网络销售评估方法及对策。首先,对中小企业网络销售评估的必要性作了分析,阐述了评价指标。其次,总结了宏观和微观层面对中小企业网络销售的对策。宏观层面上应注意做好规划工程,加强信息建设,引进专业人才,提高服务质量。微观层面上应注意因时制宜地采用合适的网络销售模式及制定网络销售策略。
[Abstract]:Although the domestic Internet and e-commerce have made some achievements in recent years, the situation of enterprises using the Internet for network sales is still not optimistic, compared with the developed countries, there is still a certain gap.Under this background, how to deal with the changes of the international market environment and the application of new technology, adjust the marketing strategy, give full play to our own advantages, actively develop the network sales technology, and seek to open up the product market through a variety of channels, and how to deal with the changes in the international market environment and the application of new technology.It is very important to use the network to adjust production quickly in order to improve its adaptability and win in the fierce competition.Based on the research of the network sales model of small and medium-sized enterprises, this paper has carefully considered the successful operation of the sales model in developed countries, adopted quantitative and qualitative research methods, combined with the current network environment of our country and the development status of small and medium-sized enterprises.This paper puts forward the mode of network sales of small and medium-sized enterprises in our country, and makes a certain evaluation, hoping to find out a new way for some small and medium-sized enterprises to carry out network sales.This article carries on the comprehensive and systematic analysis to the present small and medium-sized enterprise network sale condition.First of all, the status of network sales of small and medium-sized enterprises is expounded, and the existing problems are summarized.Secondly, it makes a thorough analysis on the environment of network sales of small and medium-sized enterprises, including the technological environment, economic environment, policy and law environment, consumption environment, and makes a comprehensive analysis.This paper also discusses the opportunities and obstacles faced by the network sales of small and medium-sized enterprises in this environment.Especially in the current consumption environment, the changes of consumer characteristics and behavior, communication mode and customer relationship changes have been deeply studied, which provides a theoretical basis for the following discussion of SME network sales model.This paper mainly discusses the mode of network sales of small and medium-sized enterprises.First of all, discussed the foreign mature network sales model, this is the experience which can draw lessons from.Secondly, the consumer-oriented, combined with the enterprise network sales strategy, the structure of consumption stimulus model, interactive communication model, database marketing model three types and respectively elaborated.Under the mode of consumption stimulation, the strategies that enterprises can adopt include online advertising strategy, virtual community publishing strategy, website design strategy and online auction strategy.In the interactive communication mode, the strategies that enterprises can adopt include E-mail marketing strategy, E-mail design strategy, blog interactive marketing strategy and so on.In database marketing mode, enterprises can adopt data marketing strategy and SEO marketing strategy.The application of these strategies is further analyzed.This paper tries to discuss the evaluation methods and countermeasures of network sales of small and medium-sized enterprises combined with the model of network sales.First of all, the necessity of network sales evaluation of small and medium-sized enterprises is analyzed, and the evaluation index is expounded.Secondly, it summarizes the macro-and micro-level to the small and medium-sized enterprise network sale countermeasure.At the macro level, attention should be paid to planning and engineering, strengthening information construction, introducing professionals and improving service quality.At the micro level, we should adopt the appropriate network sales mode and formulate the network sales strategy according to the situation.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F724.6;F276.3

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