中小企业市场营销和网络营销的策略研究大学本科毕业论文

摘 要本文结合市场营销与网络营销理论，通过对我国中小企业网络营销现状与存在问题进行分析，进而提出我国中小企业网络营销的具体方法与策略。本文的大致讨论结构如下：首先，文章阐述了选题背景、现阶段国内外的讨论情况以及论文讨论的主要内容；其次，阐述了网络营销的相关理论和进展历程，并对网络营销的核心标准与职能进行分析；再次，介绍了我国中小企业的概况，并分析了中小企业网络营销的现状与存在的问题和一些投资决策方案；最后对我国中小企业网络营销可以实行的网站建设和推广策略、搜索引擎营销渠道策略、广告推广策略、博客&论坛营销策略与网络效果评价与控制策略进行了系统的论述。关键词：市场营销，网络营销, 营销策略，中小企业 AbstractCombined with the marketing strategy and network marketing strategy, this paper attempts to analyze the status and existing problem of the network marketing in small and medium-sized enterprises in china and present the proper network marketing strategy that could be used. The research structure of this paper is as follows: The first chapter is introduction, an overview of the background, the significance of the research topics and the main contents of paper. The second chapter summarizes the relevant theory and development process of network marketing, and also analyzes the core standard and function of network marketing. Chapter three takes the current situation of small and medium-Size enterprise in China as the starting point, analyzing the status and existing problem of these enterprises. The forth chapter discuss the network marketing strategies that could be used, The discussed network marketing strategies include Website construction &promotion, search engine marketing, online advertising, Blog & BBS marketing and marketing effect evaluation.Key words: marketing, network marketing, marketing strategy, small and medium-Size enterprise目 录1 绪论...................................................