网络营销及其在中小企业中的应用

网络营销及其在中小企业中的应用

摘要：互联网和电子通讯的出现和发展极大的改变了我们的生活方式，传统的营销方式已经不能满足企业发展的需要。在当前的数字经济时代，未来企业营销模式的发展方向主要是网络营销方面。中小企业作为我国国民经济的重要组成部分，网络营销将会给其带来新的发展机遇，但同时中小企业也会面临激烈的竞争。鉴于目前国内的网络营销现状，大多是企业对网络营销的认识不够全面和深入，其中普遍存在着缺乏网络营销意识、专业人才不足、职能过于简单、推广效果不足等方面的问题；大多数企业仅仅只将网络营销作为一种推广的工具，而忽略了信息交互、多维营销等方面的作用，并没有最大程度运用网络营销的功能，所以在充分利用网络营销职能方面依然存在很大的上升空间。伴随着大数据时代的到来，客户体验、移动客户端、新媒体等方面越来越受到人们的重视，而中小企业能否在激烈的网络营销竞争中整合各方面的资源，充分适应并把握好这次机会，将会是企业能够成功和长远发展的关键。本文介绍我国国内网络营销的现状及存在的问题，结合具体案例分析网络营销在中小企业中的实际应用，并结合未来网络营销的发展方向和趋势，对中小企业未来网络营销的发展提供一些建议。

关键词：网络营销中小企业客户体验

Network marketing and its application in small and medium sized enterprises Abstract: The emergence and development of the Internet and electronic communication has greatly changed our way of life, the traditional marketing methods have been unable to meet the needs of enterprise development In the current era of digital economy. Network marketing is the important direction of the development of enterprise marketing model. As an important part of China's national economy, small and medium enterprises will bring new development opportunities, but also face fierce competition. In view of the current domestic network marketing situation, most of the enterprise to the network marketing awareness is not comprehensive and in-depth, which generally exist in the lack of network marketing awareness, professional talent shortage, function is too simple, the promotion effect is not enough and so on.Most companies only use the network marketing as a marketing tool, but neglected the role of information interaction, multi-dimensional marketing and other aspects, and not the greatest extent of the use of network marketing functions, so there

is still a lot of room to rise. With the arrival of the era of big data, people pay more and more attention to customer experience; mobile client; new media and other aspects. It will be the key to success and obtain long-term development of small and medium enterprises, if they can Integrate various aspects of resources in the fierce competition in the network marketing and be fully adapted to and grasp the opportunity. This paper introduces the current situation and existing problems of China's domestic network marketing, combined with the specific case analysis of network marketing in small and medium-sized enterprises in the practical application, and combined with the future development direction and trend of network marketing, to provide some suggestions for the development of small and medium enterprises in the future network marketing.

Keywords: Network marketing Small and medium enterprises Customer experience 一、 研究背景

近20年以来，互联网是高科技中发展最迅速的、潜力最大的，据统计，截至2014年12月，我国互联网用户规模达6.49亿，互联网普及率为47.9%，这个数字仍在不断扩大中。网络的发展衍生出了一部分以互联网为基础并结合其他科技的新兴行业。网络营销就是依托于互联网数字信息平台，结合传统的营销方式发展而来的。为了开拓市场，企业已经不再满足于单向、单一的营销模式，重视―客户体验‖是未来消费的最大诉求，网络营销向着交互式、多方向、多元化、个性化发展。

在国民经济的组成结构中，中小企业毋庸置疑是其中最重要的组成部分。中小企业数量多且广泛分布于国民经济的各个方面并成为经济增长的基本动力，在促进就业、扩大出口、社会资源有效配置等方面有着不可替代的重要作用。就当前的情况而言，现阶段我国中小企业的发展中仍然存在着很多问题，伴随市场信息化，中小企业也开始大量引进信息化技术，网络营销成为了其中的热点。已经有很大一部分的中小企企业建立了自己企业的门户网站，进行商务推广和销售，但绝大多数的企业也仅仅是推广销售，并没有深入探究、开发网络营销其他的功能，或者后期对企业网站疏于维护。所以这就导致了一个普遍的现象：尽管企业