目 录
摘 要 ····························································································································· I Abstract ······················································································································ II 绪 论 ···························································································································· 1 1 我国中小企业网络营销的概述 ············································································ 3 1.1 中小企业概况 ····································································································· 3 1.2 网络营销概况 ····································································································· 3 2 我国中小企业网络营销现状 ················································································ 5 2.1 网络建设稳步发展 ····························································································· 5 2.2 传统销售渠道仍占主导 ····················································································· 5 2.3 网络广告市场高速发展 ····················································································· 5 2.4 网络营销环境日益成熟 ····················································································· 6 2.5 会员制营销广泛应用 ························································································· 6 2.6 网络营销新概念层出不穷 ················································································· 6 3 制约我国中小企业网络营销发展的主要问题 ···················································· 8 3.1 外界因素 ············································································································· 8 3.1.1 信用环境不完善 ······························································································ 8 3.1.2 法律法规体系不健全 ······················································································ 8 3.1.3 互联网基础设施建设薄弱，地区发展不平衡 ·············································· 9 3.1.4 物流配送水平低下 ·························································································· 9 3.1.5 网络营销人才的建设与培养不力 ·································································· 9 3.2 中小企业自身问题 ····························································································· 9 3.2.1 在网络营销中投入力度小，结构不合理 ······················································ 9 3.2.2 盲目开展网络营销，急功近利 ···································· 错误！未定义书签。 3.2.3 网络利用率有限，营销策略水平不高 ························ 错误！未定义书签。 3.2.4 网络营销专业服务商的服务功能不完善 ···················· 错误！未定义书签。 4 我国中小企业发展网络营销的对策 ·································· 错误！未定义书签。
IV
4.1 加强政府作用 ··································································· 错误！未定义书签。 4.1.1 创造良好的信用环境 ···················································· 错误！未定义书签。 4.1.2 建立健全网络相关法律法规 ········································ 错误！未定义书签。 4.1.3 强化网络基础设施建设 ················································································ 11 4.1.4 组织参与国际交流与合作 ············································································ 11 4.1.5 培养和造就网络营销高素质人才 ································································ 12 4.2 企业自身对策 ··································································································· 12 4.2.1 开展诚信营销，配合信用环境建设 ···························································· 12 4.2.2 谨慎实施网络营销新技术 ············································································ 13 4.2.3 充分利用网络资源，互补网络渠道 ···························································· 13 4.2.4 有效结成中小企业网络联盟 ········································································ 13 4.2.5 积极探寻网络营销策略 ················································································ 14 5 我国中小企业网络营销发展趋势 ······································································ 15 5.1 网络营销的投入产出比有较大的变化 ··························································· 15 5.2 网络营销分支出网络品牌营销和网络市场营销 ··········································· 15 5.3 网络营销将和传统营销并肩作战 ··································································· 15 结 论 ·························································································································· 16 致 谢 ·························································································································· 17 参考文献 ···················································································································· 18
V
绪 论
以互联网、知识经济、高新技术为代表，以满足消费者的需求为核心的新经济迅速发展，带来了新的营销法则：网络营销、电子商务。新经济下的网络经济是对传统工业经济的扬弃，是一种在信息产业进一步分工，传统产业相互融合基础上的直接经济形式。在网络经济条件下，传统市场营销受到了前所未有的冲击，网络营销的新概念随之出现。
作为一种全新的营销模式，网络营销有着传统营销无法比拟的优势，但是现在国际网络营销大发展的背景下，中国国内的网络营销存在不少问题，特别是中小企业的网络营销，虽然有的企业已经认识到了网络营销的重要性，但并未从行动上积极开展本企业产品的网络营销。由于法律，政策等环境因素，网络营销开展并非顺利，同时在网络营销的实际操作过程中，企业在技术操作以及认识上也存在种种问题，文章是通过对目前我国中小企业网络营销现状及问题的分析，提出了一些个人的想法与理解。朱迪·施特劳斯(Judy Strauss)在《网络营销》中提到“网络营销通过对信息技术的广泛使用，达到以下目标：第一，通过更为有效的市场细分、目标定位、差异化、渠道策略等方式，转换营销战略，为顾客创造更大价值。第二，对网络营销理念、分销策略、促销策略、产品价格、服务及创意等进行更为有效的规划和实施。第三，创造满足个人和组织客户需求的交易。”
国内学者也对网络营销进行了研究，很多学者都对网络营销纷纷作出了定义。对于网络营销有的学者偏重网络本身的技术实现手段，有些偏重网络营销的模式，但是很少有从营销学的角度对网络营销作出一个解释的。对于我国中小企业进行网络营销，各位学者也是见仁见智，提出了不少创造性的观点，一些知名企业在这方面也开展了卓有成效的实践。但是这方面的研究大部分针对的是我国所有的企业，研究实践结果更适合指导我国大型企业和个别行业的资金等条件好的企业，对于我国的中小企业的网络营销则研究得较少。对于国内大量的中小企业来说，由于其自身的局限性和固有的特点，如何实施网络营销有待研究。
本文整体的思路和框架如下：
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首先是绪论，主要阐述了论文研究的背景，现阶段国内外的研究情况以及论文研究的意义和研究方法。
第一章：我国中小企业网络营销的概述。指出我国中小企业的现状以及网络营销与传统营销的关系。
第二章：我国中小企业网络营销现状。指出了中小企业的重要性，并分析了在网络时代中小企业面临的挑战和机遇。
第三章：制约我国中小企业网络营销发展的主要问题。首先分析了中小企业网络营销的层次，然后再分析了中小企业开展网络营销的可行性，阐述了由此带来的收益和风险，最后指出了制约中小企业发展的因素。
第四章：我国中小企业发展网络营销的对策。从政府层面和企业自身层面阐述发展网络营销的对策。
第五章：我国中小企业网络营销发展趋势。结合以上分析来预测我国中小企业网络营销发展趋势。
本课题研究的目的在于通过对现代市场营销理论的研究，结合经济发展和技术进步，对网络营销进行界定，在对我国中小企业现状以及中小企业网络营销发展现状分析的基础上，提出一些发展对策建议。其意义在于，一方面，通过对网络营销理论的探索，促进有中国特色的现代市场营销理论的发展，使之具有一定的理论价值：另一方面，揭示当前我国中小企业开展网络营销中存在的问题，提出合理化对策，有利于推进我国中小企业网络营销发展进程，进一步提高我国企业的国际竞争力。
本文从研究网络营销的基本理论依据和理论框架出发，分析中国中小企业进行网络营销的理论依据和一般思路，然后运用实证分析、比较分析、综合分析的方法，使用国内近期有关研究部门的调研材料和成果，尽可能客观准确地分析中国中小企业网络营销所面临的现状和存在的问题，通过对国外和国内网络营销状况的对比分析，最后结合中国具体国情提出中国企业进一步实行网络营销实施的思路和对策。
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1 我国中小企业网络营销概述
1.1 我国中小企业的现状
随着社会主义市场经济体制的日趋成熟，许多国有和集体所有的中小企业，通过改革、改制明确了产权关系，一批乡镇企业、私营企业产权更为明晰。中小企业管理日趋规范，相当一批企业已经走出了粗放经营、家长式管理的阶段，企业素质不断提高。
但是中小企业在发展过程中还面临着诸多困难,主要表现为：为中小企业服务的社会化服务体系很不完善，中小企业缺乏资金来源，融资渠道狭窄，缺乏经济政策咨询、信息、技术开发、人才培训、市场开拓、企业诊断等的服务：一部分中小企业产权关系还存在各种问题，经营管理水平较低，没有规范的管理体系和管理制度，生产经营粗放，决策随意性较大，缺乏长远规划；有关法律、法规不健全，中小企业的合法权益有时得不到有效保障。此外，中小企业还存在管理多头，产业结构趋同，专业化协作程度差，设备落后、技术水平低等问题
1.2 网络营销概念
与许多新兴学科一样，“网络营销”同样也没有一个公认的、完善的定义。网络
营销在国外的主要译法如下：Internet marketing：即互联网营销，是指在国际互联网上开展的营销活动。Network marketing：即网上营销，是指在网络上开展的营销活动，这里所说的网络不仅仅是国际互联网，还可以是其它类型的网络，如增值网络VAN等。Online marketing：即在线营销，是指借助于联机网络的网上营销。E-marketing：即电子营销，是指通过国际互联网(Internet)、内部网(Intranet)和外部网(Extranet)开展营销活动。Cyber markeing：即计算机数字营销，是指借助于联机网络、计算机通信和数字交互式媒体的营销方式。
国内学者对网络营销的定义也有多种。
冯英健认为网络营销是企业整体营销战略的一个组成部分，是为实现企业总体经营目标所进行的、以互联网为基本手段营造网上经营环境的各种活动。
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