我国中小企业B2C网络营销策略研究

发布时间：2018-06-20 11:31

本文选题：中小企业 + B2C网络营销　；参考：《南昌大学》2009年硕士论文

【摘要】： 伴随着互联网技术的发展,使得网民的数量以惊人的速度增长,网络已经成为我们生活的重要组成部分,网上购物也由于其快速、便捷、无时空限制等特点被越来越多的消费者所接受。全球金融危机的爆发,使国内中小企业生存环境日益恶劣,传统的营销方式已不能适应新环境的要求,越来越多的中小企业借助B2C电子商务开展网络营销以摆脱困境。中小企业要想做好B2C网络营销,必须先了解它所面对的顾客的目标市场,只有对市场的消费者有了足够的认识,才能针对目标消费者制定出相应的营销策略,满足消费者的需求,提高企业的网络营销绩效,从而使企业获得相应的回报。本文根据国内外相关研究成果、网络营销和B2C电子商务的相关理论,结合国内发展现状,通过问卷调查,运用实证分析法对网络消费者行为进行分析,分析网络消费者行为的特点及其对中小企业的产品、价格、网站设计、服务、信用等网络营销要素的影响,并在这些分析的基础上提出了中小企业B2C网络营销策略,策略包括:以消费者需求为中心的产品策略;基于消费者行为的定价策略;便利消费者网站设计与服务策略;与消费者的沟通与广告宣传策略:让消费者信任的信用策略。本文希望通过对中小企业B2C网络营销策略的研究,能对我国中小企业开展网络营销起借鉴作用,帮助中小企业度过金融危机困境。
[Abstract]:With the development of Internet technology, the number of Internet users is increasing at an astonishing speed. The network has become an important part of our life. Online shopping is also accepted by more and more consumers because of its fast, convenient and free time limit. The outbreak of the global financial crisis makes the living environment of small and medium-sized enterprises in China day by day. The traditional marketing method can't adapt to the requirements of the new environment. More and more small and medium enterprises carry out network marketing with the help of B2C e-commerce to get rid of the difficulties. In order to do a good job of B2C network marketing, small and medium-sized enterprises must first understand the target market of the customers it faces. The target consumers to develop appropriate marketing strategies, to meet consumer demand, improve the enterprise network marketing performance, to enable enterprises to obtain the corresponding reward.
Based on the relevant research results at home and abroad, the related theories of network marketing and B2C e-commerce, combined with the status of domestic development, this paper analyzes the behavior of network consumers by means of empirical analysis, analyzes the characteristics of network consumer behavior and its products, prices, website design, service, credit and other networks. The influence of marketing elements, and on the basis of these analysis, the B2C network marketing strategy of small and medium enterprises is proposed. The strategies include consumer demand oriented product strategy, pricing strategy based on consumer behavior, convenience of consumer website design and service strategy, communication and advertising strategies with consumers: a letter of trust for consumers Through the research on the B2C network marketing strategy of small and medium sized enterprises, this paper can be used for reference to the small and medium enterprises in our country to carry out the network marketing and help the small and medium enterprises to spend the financial crisis.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F724.6

【引证文献】