内容摘要
网络已经成为当今社会最重要的工具之一，乃至已经成为一种生活方式，特别是随着“互联网+”已经上升为国家战略，其开放性、便捷性、多样性等特点，对经济、政治及社会生活的各个方面都有着深远影响，中小企业的市场营销也不能例外，已经并还将继续对传统市场营销带来深刻挑战。因为这种情况，中小企业必须相应地对自己的中小企业营销理念、经营组织、方式方法和经营思路等进行改变，否则就会被市场淘汰。本文就是在“互联网+”的时代背景下，从中小企业网络营销现状、问题等等方面进行立体化探讨，从中找出互联网给中小企业营销带来的深刻变化，思索应对的措施、创新的办法，进而让中小企业网络营销能够适应新时代、回应新变化、满足新要求，以期为有关部门、中小企业提高网络营销的效果和质量提供一些思路和借鉴。
关键词：网络营销 问题 对策
Content summary
The Internet has become one of the most important tools in today's society, and has become a way of life. Especially with the "Internet plus" has risen to national strategy, its openness, convenience and diversity have far-reaching effects on all aspects of economy, politics and social life. The marketing of small and medium-sized enterprises is no exception. Unified marketing brings profound challenges. Because of this situation, small and medium-sized enterprises must correspondingly change their marketing ideas, management organizations, methods and ideas, or they will be eliminated by the market. This article is based on the "Internet plus" era, and explores the three dimensions of the network marketing status quo, problems and other aspects of SMEs, and finds out the profound changes brought by the Internet to SME marketing, thinking of measures and innovative ways to make the network marketing of SMEs adapt to the new era, respond to new changes and meet new demands, so as to be the relevant departments. To provide some ideas and reference for small and medium-sized enterprises to improve the effect and quality of network marketing.
Key words: network marketing problems and Countermeasures
目录
绪论 …………………………………………………………………………………1
一、引言背景 ………………………………………………………………………2
二、网络营销简述 …………………………………………………………………2
三、我国中小企业网络营销现状分析 ……………………………………………3
四、中小企业网络营销存在的问题 ………………………………………………4
（一）大数据处理能力较差 …………………………………………………4
（二）定位不够清晰和准确 …………………………………………………4
（三）缺乏专业性 ……………………………………………………………4
（四）缺乏整合性 ……………………………………………………………4
（五）缺乏持续性 ……………………………………………………………4
（六）缺乏创新与创意 ………………………………………………………5
五、中小企业网络营销策略 ………………………………………………………5
（一）准确定位网络营销在企业营销中的地位 ……………………………5
（二）重视专业人才的培养 …………………………………………………5
（三）整合网络营销，优化资源 ……………………………………………6
（四）注重创新与创意，坚持与改变 ………………………………………6
（五）建立网络营销效果评价体系 …………………………………………6
六、结语 …………………………………………………………………………… 6
参考文献
